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Brendan Dwyer, Joris Drayer, and Stephen L. Shapiro

Traditional, season-long fantasy sports (TFSs) have been around for nearly 60 years, and although gambling associations have existed since the beginning, there is ample evidence to suggest the activity does not meet the criteria for gambling (cf., Bernard & Eade, 2005 ; Boswell, 2008 ; Drayer

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Dae Hee Kwak, Joon Sung Lee, and Joseph E. Mahan III

Participation in fantasy sports has become one of the most popular forms of interactive online entertainment, attracting more than 32 million players in North America. The purpose of this study was to examine the biasing effects of an advertisement promoting the popular online service. Using the illusion of control theory as a framework, a 2 × 2 between-subjects experiment (N = 156) was conducted to examine the effects of two marketer-controlled variables (i.e., customization level and expert information) on participants’ illusory judgments and their decisions to participate in the advertised service. The results showed that both manipulated features evoked biases in control perceptions. Furthermore, illusory control increases winning expectancy and increased winning expectancy leads to favorable attitude and decision toward the advertised product. Findings suggest that promotional information emphasizing control heuristics and expert knowledge can increase consumers’ beliefs that they can control their outcome, which subsequently influences their decision to participate.

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Patrick Kealy, Yatin Shastri, Francisco Battistini, Tyler Durrell, Jeong Huh, and Nola Agha

Bloomberg Sports uses sports analytics to create advanced decision tools for professional teams and fantasy sports users. Their success in both the business and consumer markets stems from vital partnerships with Major League Baseball Advanced Media (MLBAM), Yahoo!, ESPN, and CBSSports. In a period of increased domestic competition, Bloomberg Sports is searching for the most appropriate international growth strategy. This expansion effort recently was aided by a new joint venture with IMG. By analyzing the market, industry, competitors, and products, important decisions can be made to help Bloomberg Sports expand and grow.

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Nicholas Schlereth

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Brendan Dwyer

The business of fantasy football is a multibillion dollar-per-year industry. However, academic inquiry into the distinct attitudes and intentions of fantasy football participants is underdeveloped. Therefore, following Fazio, Powell, and Herr’s proposed attitude–behavior framework, this study examined the relationship between sport fans’ attitudes, fantasy football involvement level, and intentions to watch the televised broadcast of National Football League (NFL) games. The results suggest that fantasy football is a noteworthy connection point for NFL fans. Specifically, fantasy participation appears to duplicate the positive and negative attitudes of traditional team fandom, and this replication ultimately increases television viewership throughout the league. Thus, instead of competing with traditional team-focused professional-football viewership, fantasy football appears to be a complementary or value-adding activity. Discussed are theoretical outcomes, as well as the practical implications for sport marketers and media providers looking to capitalize on this highly popular and lucrative online activity.

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Joris Drayer, Brendan Dwyer, and Stephen L. Shapiro

In the summer and fall of 2015, the primary daily fantasy sports (DFS) websites, FanDuel and Draftkings, launched one of the most aggressive television advertising campaigns in recent memory. According to Udland ( 2015 ), these sites spent $150 million in the third quarter alone, which contributed

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Brody J. Ruihley and Heidi Grappendorf

Fantasy Sports Collection, Inc. Fantasy Sports Collection, Inc. (FSC) is a gaming business that deals with creating, hosting, and offering fantasy sport activities to residents of the United States and Canada. FSC offers traditional season-long leagues as well as daily fantasy sport games in the

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Brendan Dwyer, Joshua M. Lupinek, and Rebecca M. Achen

women ( Epstein, 2016 ), and in perhaps the most male dominated of all football-related activities, fantasy football, female participation has grown to 14.2 million or 38% of the total population ( Fantasy Sports Trade Association [FSTA], 2017 ). This growth is intriguing, as previous researchers have

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Chang Wan Woo and Michael K. Davis

Sports-related programs in higher education need to educate students in the professional use of evolving communication technologies. In addition, students need to develop soft skills, such as problem solving and critical thinking, while improving their practical use of technology. The purpose of this article is to introduce the use of fantasy sports in a sports management class, more specifically a sports public relations class, and discuss how students perceived the use of fantasy sports in course assignments. We explain how the use of fantasy sports assignments promoted social constructivist learning of students and helped students develop soft skills. We also identify the pedagogical challenges the fantasy sports assignments presented to students and instructors. We also offer summaries of students’ class reflections to demonstrate how such reflections echoed course learning outcomes.

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Brendan Dwyer and Yongjae Kim

The contemporary sport fan has the ability to consume spectator sport through several means including event attendance, television and radio broadcasts, print publications, and Internet applications. Recently, an ancillary sport service, termed fantasy sports, has become one of the most popular activities among sport fans. As a result, the business of fantasy sports is booming. This study examined motivational dimensions underlying fantasy football participation from a Uses and Gratifications perspective. Utilizing Churchill’s (1979) five-step method for developing quality marketing measures, this study identified and validated three motivational dimensions: entertainment/escape, competition, and social interaction. The results suggest a pattern of fantasy football participation that is more purposeful and active than traditional media use. Discussed are the gambling associations, future research opportunities, and suggestions for developing fantasy football participation into a more creative and interactive marketing communication tool.