With over 27 million people poised to play fantasy football this season, it is worth a look at the meteoric rise of the game’s popularity, the business implications of a product with such a diverse user base, and the future potential of fantasy sports as a marketing vehicle. To put the game’s popularity into perspective, nearly 10% of all Americans play in at least one fantasy football league. This is also more than ten times the number of projected 2010 sales of perhaps the most popular new product today, the Apple iPad.