Fantasy sports site DailyMVP today breaks its first ad with Patriots QB Tom Brady, in which the two-time NFL MVP portrays a telemarketer hooked on daily fantasy. Lakers G Steve Nash played a librarian in the first ad of the “Have an MVP Day” brand campaign from ad agency barrettSF. The ad will live online for now, but David Geller, who headed Yahoo’s fantasy sports for six years before founding DailyMVP parent TopLine Game Labs, said a full-blown media schedule will start early next year. Geller: “For a daily game to work and gain scale beyond the hard core you see playing now, it has to be mobile friendly and conducive to attracting casual players, so that’s where we are differentiating ourselves. There are a lot more casual daily fantasy players than guys who think they can come up with an algorithm that will win them hundreds of thousands of dollars.” NBA and NHL teams have been signing deals with DailyMVP competitors DraftKings and FanDuel, after DraftKings
signed an NHL league sponsorship and the NBA
aligned with FanDuel in a deal that includes an equity stake. The Patriots have a
sponsorship with DraftKings. Geller said his company has also been talking to teams, but for now, it has invested in athletes.
