Football Outsiders went from a high-quality and influential site to extinction in barely 12 months thanks to selling out to some Canadian financial pirates:
Football Outsiders was founded in 2003 by Aaron Schatz. What began as his passion project grew into a fully fledged website for advanced football analytics and statistics such as DVOA (Defense-adjusted Value Over Average). Football Outsiders went on to strike partnerships with ESPN and became a popular source for hardcore football nerds and casual fans alike. In 2018, Schatz sold Football Outsiders to a company called EdjSports. He stayed on as editor-in-chief, and, according to longtime Football Outsiders writer Mike Tanier, the site continued to operate as normal.
Then, in September 2021, Champion Gaming, co-founded by Simmonds and Hershman, entered the picture. It acquired EdjSports, and Football Outsiders along with it, in late 2021 as part of a “reverse takeover,” a way for private companies to go public quickly without having to go through an Initial Public Offering. As part of the deal, Champion Gaming merged with a shell company called Prime City One Capital. According to a news report from the time, “the group closed a funding round of $3.65 million (CAD $4.62 million), giving it a roughly $12.3 million post-money valuation, and it is on track to begin trading in a few weeks.”
Champion Gaming had ambitions to expand beyond NFL coverage. It struck a licensing deal with Inpredictable, an NBA analytics website run by Mike Beuoy, and partnered with SharpRank, a sports betting resource. The terms and status of these partnerships are unclear; Beuoy and SharpRank did not respond to queries. Champion Gaming also brought on Chris Spagnuolo to oversee content (for a particular microgeneration of sports media consumers, Spagnuolo is best known as the guy who left Barstool Sports after writing a blog calling Rihanna fat), and hired ESPN’s Katie George to be a brand ambassador and create video content. Spagnuolo declined to comment. Defector was not able to reach George for comment.
By the summer after the takeover, changes at the top of the company were underway. In June 2022, Simmonds took over from Hershman as CEO; Wickham took over as CFO; and the company’s president, Chief Innovation Officer, and director all resigned. The company framed the changes as an exciting new chapter. Of Simmonds’s ascent to CEO, Hershman said in a press release, “Given his previous experience as a public markets CEO and his extensive background in online gambling, the board of directors and I determined that his leadership of the Company would be both ideal and appropriate to steer us going forward as we build a leading sports content and data intelligence business.”
But by the fall there were signs that the company was floundering. According to financial documents filed in November 2022, which are publicly available through Sedar, Canada’s securities filing system, the company had little cash flow and was carrying significant debt, especially relative to its revenues. In the first nine months of 2022, Champion Gaming reported $969,789 in revenue and $5,619,803 in losses. (All monetary figures cited in the filings are in CAD.) As of Sept. 30, 2022, the entire company had only $55,776 in cash, with even less coming in. As of the same date, the accounts receivable, meaning revenue the company accrued, but which they still needed to be paid, was only $13,911. On page six of the same filing, the company wrote: “These material uncertainties cast significant doubt as to the Company’s ability to continue as a going concern.”
We were never going to sell out, but rest assured we have learned our lesson about the importance of staying in your lane and focusing relentlessly on what you do best. My answer now to the people both within and without the community who tell me “you know, you should do X” is very short and unmistakably negative.
No short cuts. No outside assistance. No wild ambitions. Just the slow and organic growth that comes from steadily improving quality and value. Castalia History is the only sort of growth we want; it’s now very nearly as large as the Library subscription and all four of the first books have sold out whereas none of our competitors can say the same of most of their recent books with similar print runs.