San Francisco 49ers cornerback Richard Sherman announced Thursday that a new daily fantasy sports site, Daily Number, is set to launch with paid contests in 23 states. Sherman , who co-founded the site alongside CEO Tom McAuley, will serve as the chief brand ambassador. Sherman appears in the first ad for the new site, in which he clowns competitors DraftKings and FanDuel by calling them “DraftClowns” and “FanTool.”
A number of NFL players have appeared in ads for other daily fantasy sports companies like DraftKings or FanDuel, but Sherman is believed to be the first football player to have an ownership stake in a DFS platform. The NFL reportedly did not respond to a request for a comment on the matter from ESPN.
In a release Sherman said, “Daily Number is a game-changer. I’ve been pitched numerous DFS opportunities, but nothing has even come close to comparing to Daily Number. I’m extremely excited to be a founding partner and look forward to playing an active role in helping the company grow during this very dynamic time in our industry.”
Daily Number puts a bit of a twist on the standard DFS scoring systems used by older platforms. Players will compile a roster of 7 players while staying under a salary cap in an attempt to surpass a predetermined target amount of fantasy points. The number, set by the site, is known as the “daily number.” When completed, each roster is given a number rating. Teams with more superstar players are offered a lower payout if they eclipse the target number than teams featuring less familiar players.
McAuley also commented in the release, saying, “We’re simplifying the DFS format for the everyday sports fan while maintaining the core gameplay principals that have made daily fantasy sports so massively popular. We are driven by the opportunity to develop a proprietary platform and customer database that will be extremely valuable to many industry stakeholders as sports gaming continues to evolve in the United States.”
The NFL has come around a bit on the idea of partnering with daily fantasy sports. Back in 2015, the league went so far as to ban some of its players from attending the National Fantasy Football Convention just because it was scheduled to be held at a Las Vegas resort that included a casino. The NFL was extremely wary of associating their product with anything that could be remotely considered to be related to gambling in any way. Tony Romo was the primary player associated with the fantasy convention.
Since being canceled in 2015, the convention has taken place in each of the last two years in Texas. More than 200 NFL players and personalities, including Ezekiel Elliott, Todd Gurley and Melvin Gordon, are set to appear at the 2018 event.
The NFL eased its stance on the matter after coming to terms on marketing deals with a number of daily fantasy providers. Back in 2015, the NFL Players Association agreed to a partnership with DraftKings that allowed players to appear in ads for the DFS giant. Just about every team came to terms on individual deals with either DraftKings or FanDuel later that year. Not all of the agreements remain in place today, however.
Virginia, New York, Massachusetts and Indiana are some states that have already passed legislation legalizing daily fantasy sports contests for money.
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