Fantasy Soccer Transforms How 11.5 Million Fans Follow Premier League
Fantasy Premier League reached 11.5 million players last season, doubling participation since 2016 as the Premier League leverages the game as a cornerstone of its digital media strategy, according to league officials.
The official fantasy game operated by ISM has become what the Premier League calls \"one of the most important pillars\" of its digital approach. More than one million people registered within 24 hours of this season\'s launch, indicating continued growth.
Andrew Wainstein, widely credited with introducing the football assist statistic in 1991, created the concept while developing fantasy football to mirror American fantasy baseball. His innovation provided a method to evaluate midfielder performance beyond traditional statistics.
Fantasy Premier League\'s international appeal has surprised league officials, with Egypt ranking as the second-largest market and Nigeria third. Malaysia holds the sixth position, demonstrating the game\'s global penetration among younger, international audiences.
\"For many people, it can be the first touchpoint to engaging with us directly,\" said Alexandra Willis, the Premier League\'s head of digital media and audience development, speaking at the SportsPro Media conference in 2023.
The league employs one full-time staff member to oversee the game while producing extensive content designed for fantasy players.
Studies suggest fantasy sports may alter traditional fan loyalty patterns. Research from the University of Alabama found that 41% of fantasy participants prefer their fantasy team winning over their favorite team in certain situations.
\"It pulls you away from partisanship,\" Wainstein noted, describing how fantasy encourages broader investment in multiple games beyond supporting a single team.
\"Its value comes from its ability to engage fans,\" Willis said. \"It offers depth and repeat behavior, and those are the things that drive fandom that lasts forever.\"
The Premier League views fantasy football as a pathway for fans to broaden engagement through merchandise purchases, game attendance, and broadcast consumption.