Yahoo Asserts 'OG' Fantasy Sports Status in New Campaign
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Yahoo is looking to reassert itself as the “OG of fantasy sports” in a new ad campaign called “Feel the Wins,” developed in partnership with the company’s new creative agency, Sid Lee.
Although Yahoo was one of the early powers in fantasy sports, where consumers pick teams online and compete in seasonlong leagues, it has been beseiged by competitiors including CBS and ESPN, which can promote their fantasy products using their extensive media platform, and upstarts DraftKings and FanDuel, which let players pick new teams every week.
Sid Lee, part of Japan’s Hakuhodo, won the business following a competitive pitch process this spring. Omnicom’s BBDO New York previously worked on a project for Yahoo around Fantasy Football. Representatives from BBDO declined to comment.
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