Toyota scores with Fantasy Football affiliation

This event report shows how Toyota, the automaker, has utilised a tie-up with the Fantasy Football service run by Yahoo! to connect with consumers both online and offline.

Toyota scores with Fantasy Football affiliation

Geoffrey PrecourtWarc

An estimated 20 million Americans play fantasy football. The vast majority of this audience consists of men, many of whom drive cars or – in the younger cohort – are interested in automobiles.

And, whatever has gone astray at Yahoo Inc., fantasy sports are an asset very much on the plus side of its ledger. As Marissa Mayer, the company's CEO, reported a year ago, "For more than 16 years, we've built the best fantasy sports experiences for our fans. Our users spend nearly 30 billion minutes a year playing fantasy...

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