Demographic fans and digital fans. The NFL in Mexico has two lenses to analyze both fan bases and although not all of them are avid, league specialists or digital platform users, Fantasy Sports can bring them closer to knowledge.
Draftea, the Daily Fantasy Sports platform launched “NFL by Draftea” with the license of the NFL and the NFL Players Association (NFLPA). The investment round was for 20 million dollars and the duration of the confidentiality agreement was not revealed, but it sets double-digit growth goals week after week. The benefit of the platform is that it will allow the league to better identify its Mexican followers in terms of their interests and forms of consumption and thereby achieve accurate and disruptive communication.
“It is important to be clear between a general fan, a demographic and a digital fan, they are different. Actually we have a data and social team in the United States that studies the data from Mexico but we measure each type of fan very differently. In terms of demographics, the Mexican fan is located in one of the territories with the greatest female influence, but in the US women are fans for a cultural reason. In Mexico the scope is good, but in terms of knowledge, the female base falls. Therefore, we need more educational content for women. From 55 to 57% of fans are under 40 years old, a young base that allows us to be more disruptive in communication. From there we go to the next level and the use of social media”, Luis Martínez Wagner, Senior Director, Marketing & Sales at the NFL, explains to El Economista.
The league in Mexico identifies that there are 15 million very avid fans, who follow the platforms beyond just consuming content on social networks or playing fantasy. But there is another universe of fans who declare themselves “casual” who represent between 48 and 50 million who are interested and they are the absolute challenge that Fantasy Sports of the NFL intends to achieve.
marisol.rojas@eleconomista.mx
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