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Creative in association withLittle Black Book
BSSP Turns ESPN Fantasy Football into a ’90s Sitcom
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27/07/2026
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‘It’s Fantasy Bonding Season’ celebrates reconnecting with friends during fantasy football season
BSSP has celebrated the characters and unlikely relationships that make fantasy football more than just a game in a new campaign for ESPN.
Titled ‘It’s Fantasy Bonding Season,’ the new work marks ESPN Fantasy Football’s first season as the Official Fantasy Game of the NFL. Rather than focusing on stats, rankings, or draft-day expertise, the campaign taps into the annual ritual of reconnecting with former co-workers, childhood friends, relatives, neighbours, and occasional exes who return to one another’s lives each fall.
The hero film plays out like the opening credits of a joyful ’90s sitcom, complete with an original theme song and a familiar cast of league personalities. The nostalgic treatment positions fantasy football as a shared social experience – and ESPN and the NFL’s new partnership as an invitation to make the season more fun.
Creative in association withLittle Black Book
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