Fordham Enters Contract with Sports-Centered Social Media App PlayUp

On Jan. 26, Fordham announced a partnership with PlayUp, a sports social networking app. PlayUp is now the Official Fan Engagement Partner of Fordham Athletics.

The PlayUp app allows fans to enter chat rooms and discuss game action with fellow fans, while also providing live scores.

"PlayUp is the first social networking app exclusively for sports fans," David Brody, PlayUp U.S. head of marketing, said.

As part of the deal, PlayUp will promote its product at each of Fordham's four home games being broadcast on the YES Network this season.

Two of these games have already taken place (against George Washington on Jan. 28 and against Charlotte on Feb. 4).

PlayUp will also be present when the Rams take on Dayton on Feb. 11 and LaSalle on Feb. 25. PlayUp will have a table set up outside the entrance to the Rose Hill Gym with company representatives and will also have television commercials air on YES during the game, in addition to sponsoring in-game contests and giveaways.

The PlayUp app launched in October, but the company has been around since 2007.

According to Brody, the idea came from halfway around the world: Australia, to be exact.

"Our founders are from Australia," he said. "They were at an Aussie rules football game and a player scores a goal, and they're texting each other and that communication sort of captured our founders. They said, ‘Hey, look, there's a lot of excitement that goes on around texting and sports. Why don't we form a company?'"

When the app launched in October, it was immediately popular.

"We reached the top five in the free sports category (of the Apple App Store) in our first week," Brody said.

PlayUp's partnership with Fordham is the company's first with an NCAA athletics program, though they hope to form similar partnerships with other schools in the future.

"We are looking at building out some other initiatives within collegiate athletics," Brody said.

According to Brody, PlayUp became interested in Fordham as a result of the success the men's basketball team has had this season.

"Fordham is an emerging program," he said. "We've been to a couple of games this year, both of which have been Saturday games, very exciting. The program is definitely on the rise. We've been there and been a part of the atmosphere. We're a company that's all about the excitement that goes on around sports. It was a natural fit for us."

PlayUp hopes that the deal is one that will benefit both sides.

"The partnership is beneficial in that, for Fordham fans, if you can't make it to the game, our app allows you to join other Fordham fans, who may be at the game, or across the country, or on the other side of the world, and use the app like you're watching the game together. For PlayUp, obviously, working with Fordham is incredibly exciting for us, given all the excitement that's going on, especially as we have a presence at the Rose Hill Gym where I think Fordham is 8-2 at home. I think being a part of that excitement is a natural fit for us."