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One NFL player gave up a $2.8M salary to build his own media empire, changing the landscape of the entire industry in the process.
Time for a thread
Time for a thread
1) 1) Pat McAfee shocked the sports world when he announced his decision to retire from the NFL at age 29 and join Barstool Sports in February 2017.
McAfee was mocked and ridiculed by the fans and media alike, but ultimately his decision was forward-thinking and genius.
McAfee was mocked and ridiculed by the fans and media alike, but ultimately his decision was forward-thinking and genius.
2) Due to the recent shift in the sports media landscape, people have forgotten how unpopular McAfee's decision was.
How did the public respond?
Check out this tweet below, which McAfee has referenced as motivation.
How did the public respond?
Check out this tweet below, which McAfee has referenced as motivation.
3) McAfee was early to the game.
Despite being named punter of the decade, having 700,000 followers (at the time), completing a standup comedy tour, and hosting his own show - McAfee had zero offers from the large traditional sports media companies.
Enter Barstool Sports…
Despite being named punter of the decade, having 700,000 followers (at the time), completing a standup comedy tour, and hosting his own show - McAfee had zero offers from the large traditional sports media companies.
Enter Barstool Sports…
4) The Barstool deal worked out great for McAfee and Barstool.
McAfee utilized the Barstool brand to build up his personal audience.
Barstool strengthened their prime 20-35 year old demographic by flooding their timelines with McAfee’s humor via podcast and video clips.
McAfee utilized the Barstool brand to build up his personal audience.
Barstool strengthened their prime 20-35 year old demographic by flooding their timelines with McAfee’s humor via podcast and video clips.
5) McAfee ended up leaving Barstool to start his own show, @PatMcAfeeShow.
It’s been so successful that in July, @FanDuel became “the exclusive sports betting, daily fantasy sports, casino, and horse racing provider of The Pat McAfee Show” ( @darrenrovell).
It’s been so successful that in July, @FanDuel became “the exclusive sports betting, daily fantasy sports, casino, and horse racing provider of The Pat McAfee Show” ( @darrenrovell).
6) Since McAfee’s announcement, the influencer acquisition trend has only gotten stronger.
Just yesterday, NBA media personality Rob “WorldWideWob” Perez ( @WorldWideWob) inked an employment contract with FanDuel. https://twitter.com/benjstrauss/status/1295356862712418306
Just yesterday, NBA media personality Rob “WorldWideWob” Perez ( @WorldWideWob) inked an employment contract with FanDuel. https://twitter.com/benjstrauss/status/1295356862712418306
7) FanDuel is doubling down on their influencer strategy.
With Perez, they’ve added another influencer who gives them the ability to infiltrate a different set of fans than McAfee.
It’s smart, and it’ll work because in the new age of media, audience is the new currency.
With Perez, they’ve added another influencer who gives them the ability to infiltrate a different set of fans than McAfee.
It’s smart, and it’ll work because in the new age of media, audience is the new currency.
8) The talent and brand both benefit from these deals.
The talent gets paid but they also establish credibility and extract social capital from a large brand.
The sponsor adds a massive audience in their target demographic, which they can communicate with through the talent.
The talent gets paid but they also establish credibility and extract social capital from a large brand.
The sponsor adds a massive audience in their target demographic, which they can communicate with through the talent.
9) In FanDuel’s case, the monetary benefit can be measured.
By adding influencers like McAfee and Perez, they are able to integrate their sports betting initiatives through the personalities.
The partnership drives customer acquisition cost down and customer lifetime value up.
By adding influencers like McAfee and Perez, they are able to integrate their sports betting initiatives through the personalities.
The partnership drives customer acquisition cost down and customer lifetime value up.
10) In the future, people will subscribe to media personalities, not media outlets.
Whether it’s original content or curation, people want to weed out the noise and improve their content diet through individuals they trust.
Whether it’s original content or curation, people want to weed out the noise and improve their content diet through individuals they trust.
11) The transition we're seeing in media has become obvious.
Every journalist, broadcaster, and blogger that isn’t building out their personal brand is wasting valuable time.
Every journalist, broadcaster, and blogger that isn’t building out their personal brand is wasting valuable time.
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