DraftStreet Signs Matthew Berry to Exclusive Deal
A big shout out to DraftStreet, who last Friday closed an advertising deal with the most well-known personality in the fantasy business, ESPN’s Matthew Berry. This deal marks a big step for the daily fantasy industry. Berry brings instant legitimacy and widespread exposure to DraftStreet and pushes the concept of daily fantasy to a very mainstream audience.
The deal, approved by ESPN last week, will not allow Berry to mention DraftStreet on any of his official ESPN duties. However, Berry brings plenty to the table outside of ESPN, including his Twitter account with 300,000 followers. Berry will also be a presence on DraftStreet.com, playing as MatthewBerryTMR. Expect to see promos, and maybe even advertisements/creatives, featuring their newly signed fantasy pro.
I asked DraftStreet’s CEO, Brian Schwartz, to give some more details. He didn’t shine any light on structure of the deal with Berry, of course, but he did say that DraftStreet will not be pursuing any more exclusive deals with fantasy analysts. They’ve already landed the whale. In his words: “We’re putting all of our eggs in the Matthew Berry basket.”
He added, “We’re hoping this goes a long way with legitimizing the industry as a whole and taking it into the mainstream. It still astonishes me that I talk to people every day who love fantasy sports and aren’t familiar with the concept of daily and weekly fantasy. It just shows that we are only at a fraction of the potential right now.”
I agree 100% with Brian that daily fantasy has only reached a fraction of the potential audience. Every time I explain RotoGrinders to someone I get a blank stare – most sports fans have never heard of daily fantasy, even if they’ve been playing traditional fantasy, poker, or sportsbetting for years. DraftStreet and Fanduel are proving that the daily fantasy industry has huge upside – they’re driving significant revenues and bringing in seven figure investments. That money is best spent on exposure, and I think this Berry deal is money very well spent. It’s nice to know we’ve got sharks like Schwartz at the top of this industry, pushing it into the mainstream.