Just as watching football with friends creates memories, so too does drafting players for fantasy leagues. In the world of sports, fantasy leagues draw almost as much competition as sports betting and lead to memorable seasons and extra fun. 

That’s why ESPN’s latest installment of its Only In Fantasy campaign created by BSSP pays homage to real fantasy leagues from all over the nation—past and present—and the memories they help create around tables, living rooms and garages.

A hero spot for the campaign titled “That 70s League” reenacts the events of a actual 49-year-old fantasy football league as it prepares for the upcoming season. To create the spot, the team at BSSP had an hour-long conversation with league members about how they kept their fantasy league alive before the advent of social media and the current internet-driven app model. 

Another spot tells the story of friends duking it out for draft order back in 2019 with a competition of who can eat the most spicy wings. The third and final spot recreates one league's "Breakfast of Champions" tradition—which includes the last-place finisher being relegated to a plastic kids' table for breakfast. 

The campaign aims to appeal to new and existing players by portraying the bonds only fantasy football can create either through rituals, traditions or “punishments.”

BSSP found that the primary barriers preventing people from signing up for Fantasy Football is that it is too complex, time-consuming and requires too much football knowledge. On the flip side, the primary attraction is that it is a simple way to connect with friends and family. 

The spots will run across linear and online video as well as radio, podcasts and digital.