Sports Media Start-Up Using Niche Sports (and Facebook) to Build Audience

FANTOM, a Facebook (FB) based platform, is delivering live sports (20+ games including JUCO playoffs) and sports personalities to a social audience. Having partnered with 30+ rights holders and 20+ personalities, the sports media startup generates authentic (see: passion) content that brings “fans closer to the field” while their signature Catapult product (for brands and rights holders, FANTOM is free for viewers) ties custom content to a transaction (i.e. ROI). In their first year, the company broadcast from the NBA Finals, World Series and partnered with 10 sports leagues; including Ultimate Frisbee (AUDL) and Indoor Football League.

Howie Long-Short: FANTOM is taking a wise approach, embracing FB as opposed to trying to drive traffic away from it. The company understands that the “one show for one million people model is dead”. Facebook has 2 billion visitors/day and advanced targeting technology that gives niche sports a chance to find their audience; FANTOM is the place where fans can find those sports. The company is privately held and there are no ways to play it, for now.

Fan Marino: FANTOM isn’t bringing fans “closer to the field”, it’s bringing fans on the field; as San Antonio Spurs fans got to experience last night with ESPN Radio talent and FANTOM co-founder Ari Tempkin live from AT&T Center. You aren’t going to find NFL and NBA games on FANTOM, but if you have a taste (no pun intended) for Major League Eating it might be for you.

Joe Favorito (@joefav) recently did a Q&A with FANTOM co-founder Zack Rosenberg. You can check it out here.

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Author: John Wall Street

At the intersection of sports & finance.

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