The UK Fantasy Sports Forum launches

13/08/2026 | FREE

Welcome to the UK Fantasy Sports Forum

Today marks the launch of the UK Fantasy Sports Forum (UKFSF), an independent, not-for-profit forum dedicated to improving understanding of fantasy sports through research, discussion and collaboration.

Fantasy sports have become an increasingly important part of how millions of people engage with sport. They bring fans closer to the action, create vibrant communities, and continue to evolve through new technologies, products and ways to play.

Yet despite that growth, there has been no independent forum in the UK focused on bringing together the organisations and individuals shaping the future of fantasy sports.

That's why we created the UKFSF.

The UK Fantasy Sports Forum is the result of months of conversations with operators, content creators, sports organisations, researchers and industry experts in the UK and internationally. Those discussions consistently highlighted the need for an independent forum focused on research, insight and collaboration, one that could help build greater understanding of fantasy sports while bringing together perspectives from across the ecosystem.

Our aim is simple: to improve understanding of fantasy sports and support its responsible, long-term development. We believe that better research, more open discussion and stronger collaboration can help the entire ecosystem, from operators and sports organisations to media, technology providers, content creators and players.

The UKFSF is not a regulator, a lobbying organisation or a commercial operator. Instead, we exist to ask important questions, publish independent research and create opportunities for people across the industry to share knowledge and learn from one another.

Launching with our first research report

We're also pleased to publish our inaugural report, Defining the UK Fantasy Sports Audience.

Produced in partnership with The Kite Factory, the report provides one of the most detailed analyses to date of fantasy sports audiences in the UK. It explores who plays fantasy sports, how different audiences engage with different formats, and the behaviours and motivations that are shaping the market.

Our ambition is for this research to provide a shared evidence base for organisations across the fantasy sports ecosystem, helping to inform better products, stronger fan engagement and more effective commercial decisions.

This is just the first in a programme of research that the UKFSF will publish over the coming months and years.

Looking ahead

Launching the Forum is only the beginning.

Over the coming year we'll be publishing new research, hosting industry roundtables, sharing practical insight and exploring the topics shaping the future of fantasy sports, from audience behaviour and product innovation to artificial intelligence, responsible development and the changing relationship between fantasy sports and the wider sports landscape.

We also want the UKFSF to become a place where conversations happen. Whether you're an operator, a sports organisation, a content creator, a technology provider, a researcher or simply someone with a passion for fantasy sports, we'd love to hear from you.

Join the conversation

Membership of the UK Fantasy Sports Forum is free and open to organisations and individuals with an interest in fantasy sports.

If you'd like to contribute to future research, participate in discussions or help shape the Forum's work, we'd be delighted to welcome you. Please visit our membership page to join for free.

Thank you for visiting, and welcome to the UK Fantasy Sports Forum.