DREAM LEAGUE
Developing the fantasy sports concept in the UK

Dream League was the first to introduce fantasy sports games in to the UK, from a concept originally created in the US based on baseball statistics.

This was a completely novel concept in the UK, with very little awareness. The initial task was to make the core business successful by running a nationwide fantasy football competition. Simultaneously, the fantasy sports concept in the UK was to be developed and rolled out, and extended into other forms of media, including the national press.

Designed original fantasy football games for national and regional newspapers that were used as successful promotions to increase readership. This included creating variations on the game for regional newspapers that were different enough to the national competitions. Devices were built into the game structure to increase customer loyalty and sales. "We never repeat a promotion twice," said one leading newspaper at the time. But fantasy football and cricket competitions have been repeated each and every year since its debut! Paul Donkersley also wrote the first UK book on fantasy sports "Dream League- a guide to success", and various magazine features. Sponsorship opportunities were also created, allowing companies to take ownership of a fantasy sports competition based on a real (and expensive) event- for example Formula One- a highly effective form of marketing.