Yahoo Fantasy

ABOUT THIS ENTRY

Yahoo Fantasy is one of the biggest and most influential brands in the fantasy sports social space. Its goal in 2025 was to become fans’ one-stop shop for all things fantasy, including entertainment, analysis, and community. 

It achieved this by delivering expert advice and building community across eight platforms (Instagram, TikTok, X, Facebook, Threads, Snapchat, Discord, and YouTube). It employed a distinct strategy with each platform to authentically connect with fans wherever they get their fantasy news.

In particular, Yahoo Fantasy partnered with some of the biggest creators in fantasy sports social to reach new audiences. Joel Smyth, Max Loeb, Tyler Helf, Seth Burton, Justin Henry, and The Brokowskis all provided weekly videos giving valuable advice to help fans win their fantasy matchups.

How does this represent "Excellence in Engagement"?

Fantasy football thrives on conversation. Whether it be celebrating wins, mourning losses, or clowning a league mate for having to do a punishment, it’s an incredibly social sport.

The Yahoo Fantasy team created content designed to be a part of those conversations. Every post it put out into the world had this question in mind: “does this have potential to be sent to a league group chat?” Whether it was a meme about a star player scoring zero points or a post showing a Yahoo Fantasy user's crazy fantasy win, Yahoo Fantasy leveraged engagement to become a central part of the fantasy community.

Yahoo Fantasy successfully integrated itself as a dominant part of the online fantasy conversation. If you play fantasy football, you probably came across a Yahoo Fantasy social media post this season.

Objective

The goal for Yahoo Fantasy across all platforms was simple: be a comprehensive source of fantasy sports information, analysis, and community. It strives to not only help fans win their fantasy championships, but also be the funniest person in the league group chat by posting relatable memes and highly sharable user generated content.

Yahoo Fantasy also aims to grow the game of fantasy football. Social media presents a rare opportunity where virality can help the game reach anybody -- not just people looking for fantasy advice, but also the average person who has never played fantasy football or is on the fence about playing it. Infusing fantasy with big cultural moments such as Spotify Wrapped has helped Yahoo Fantasy achieve this. The majority of its viral posts are engaged by non-followers, showing that Yahoo Fantasy content is reaching people who aren't a part of the fantasy community and inviting them to join. 

Strategy & Execution

To achieve its goal of being a comprehensive source of fantasy sports information, analysis, and community, Yahoo Fantasy launched the Yahoo Fantasy Creator Network in 2025. The network featured some of the most influential and engaging voices in the fantasy social space – Joel Smyth, Max Loeb, Tyler Helf, Seth Burton, Justin Henry, and The Brokowskis. These creators universally deliver sharp advice in an engaging and social-friendly way, pairing perfectly with the in-house experts Yahoo Fantasy currently employs, including Justin Boone, Matt Harmon, Ryan Garvin, Chris Allen, and Scott Pianowski. 

Aside from delivering analysis from expert talent across multiple platforms, Yahoo Fantasy also shared insightful stats and trends to predict future fantasy performance. Yahoo Fantasy also posted the most memes and UGC in its social history, highlighting and celebrating the ups (and downs) of fantasy football. Every post had viral potential and encapsulated the experience of playing fantasy.

Finally, Yahoo Fantasy launched a new YouTube channel in 2025, which featured award-winning shows such as Yahoo Fantasy Forecast and Fantasy Football Live. This served as yet another platform for Yahoo to share its expert – and entertaining – fantasy advice.

Organizations

• Yahoo Sports

Links

•   YouTube
•   Instagram
•   TikTok
•   X

Credits

Sam Farber
Head of Yahoo Studios and Sports Content
Yahoo Sports

Kathryn Buckles
Head of Social Media
Yahoo Sports

Aaron Tan
Senior Editor, Social Media
Yahoo Sports

Julian Shin
Senior Editor, Social Media
Yahoo Sports

Matt Ufford
Head of Audio and Video
Yahoo Sports

Brett Rader
Director, Production
Yahoo Sports

Adi Khan
Director, Production
Yahoo Sports

Collin Brennan
Senior Producer
Yahoo Sports

Jason Jung
Senior Designer
Yahoo Sports

Jonathan Bassey
Associate Producer
Yahoo Sports