Licensing agency will build Berry’s Fantasy Life brand.
Fantasy sports personality Matthew Berry has appointed The Wildflower Group to develop a licensing program for his brand, Fantasy Life.
The agency will now work to develop a diverse licensing and branding program, as well as create a merchandise experience to complement the fantasy sports industry. TWG’s initial programs will focus on apparel and accessories, with plans to extend into housewares, food and beverage productions, promotions and co-branding opportunities.
“As the fantasy sports marketplace continues to explode, so does Matthew’s influence on it,” says Michael Carlisle, principal, TWG. “We are delighted to be working alongside Matthew as we develop his brand, Fantasy Life, into a suite of product offerings within this massive space.”
After playing a role in the promotion of fantasy sports, Berry is now the senior fantasy sports analyst on ESPN. According to TWG, Berry has more than 26 million podcast downloads and more than 66 million page views for his content on ESPN.com in 2015. The Fantasy Sports Trade Association’s June 2015 Fantasy Sports Market Study reports that more than 55 million people throughout the U.S. and Canada play fantasy sports annually.
“One of the things that has been most important to me throughout my career has been promoting fantasy sports and the amazing people that play it,” says Berry. “If you are a fan of a sports team, there are millions of products you can buy to show your support. If you are a fan of a particular professional athlete, there are millions of products you can buy to show your support. But if you are a fantasy sports player, there is nothing you can buy to show your support and fandom. I love how #fantasylife has taken on a life of its own since the publication of the book, so I'm very excited to partner with The Wildflower Group and use their creative expertise to bring a variety of offerings to the very large and underserved fantasy audience.”