Atomic Moguls, Fox Sports Interactive Partner For Rebranding

By Eric Fisher, Staff Writer, SportsBusiness Journal

Atomic Moguls, a Seattle-based company developing fantasy and sports content applications for social networking hubs founded and run by former NBAE Senior VP/Interactive Services Brenda Spoonemore, has struck an agreement with Fox Sports Interactive (FSI) in which FSI will rebrand all of the North American-based material produced by the company to carry the Fox name and logo. Both sides will sell advertising against the content, to be branded FoxSports.com Applications powered by Fantasy Moguls -- Atomic’s consumer-facing brand. “We’ve demonstrated real consumer appetite for our applications, and the quality is good,” Spoonemore said. “But for some marketers, there are still base-level requirements in terms of reach. Aligning with Fox gets us there for scale, but more importantly, they have a very savvy sales team, and they obviously get this space and what it’s all about.” FSI parent Fox Interactive Media owns MySpace. The applications will also appear on several other social networks, including Facebook. The series of pick ‘em and lightweight fantasy games and team applications will stand alongside Fox' more serious commissioner-style fantasy games. Atomic Moguls has generated more than 2 million installs of its social networking applications.