How Underdog Fantasy manages organic social, partnerships, and competitors under one roof

Underdog Fantasy operates one of the most complex social ecosystems in fantasy sports: more than 60 Underdog-branded accounts, spread across five platforms, posting over 1,000 times a week. A single campaign can touch dozens of channels at once.

A typical activation for Underdog might include real-time league news updates, posts from in-house creators, sub-brand content, and paid placements, all happening simultaneously. At this level of scale, traditional analytic workflows break down; there are simply too many posts, logins, and partners to track in a reliable way.

To bring structure to this chaos, Underdog uses Socialpruf as the central reporting software for its entire content network. Every campaign or activation that runs during the year is tracked, and then broken down into clear, repeatable categories.

Socialpruf covers everything Underdog owns and everything it doesn't. 5 news properties, 2 sub-brand accounts, 4 in-house creators, and 3 sports shows run alongside long-term creator and media partners and one-off campaign placements. Socialpruf also picks up organic posts that people are making about Underdog with no formal partnership.

Within Socialpruf, all of these surfaces roll up into a reporting system that Underdog has curated for their team. Underdog runs 4 reporting segments within Socialpruf: owned accounts, in-house Underdog creators, influencer partnerships, and guerrilla marketing campaigns. This gives Underdog a 360 view of their social environment, a level of coverage only made possible by Socialpruf's non-authenticated, automatic tracking.

With this coverage, Underdog gets an automatic stream of over 1,000 posts a week from their affiliates, creators, shows, partners, and competitors. Posts belonging to structured sprints or activations are broken down into campaign folders that can be used to compare, set goals, and analyze performance.

This lets Underdog see, in real time, how a single activation is performing across its entire ecosystem: which channels are actually driving reach and engagement, which partners deliver outsized impact, and where organic buzz is emerging. Instead of stitching together arbitrary platform stats, the marketing team can answer what worked, what underperformed, and how distribution contributed to business outcomes, all while the campaign is still live.

Underdog Fantasy extends its use of Socialpruf beyond internal tracking, maintaining a 50-account competitor set to benchmark performance across the sports media landscape.

Grouping those accounts into a dedicated tracking set lets Underdog isolate how rival brands activate around major moments like the Super Bowl and NBA Finals. Socialpruf processes posts during live events instantly, so the Underdog team isn't working from delayed competitor campaigns. That visibility helps them identify content gaps and counter-program against their competitors' messaging while events are still unfolding.

Because competitor accounts are tracked at the same granularity as Underdog's own activations, Underdog is able to use the events, like the Super Bowl, as industry comparisons. The team can see their posts and their rivals' posts in one dash. And because Socialpruf can track posts back to account creation, every Super Bowl, Sport Final, and Draft Day accumulates into a history of how the industry behaves around a given moment, giving Underdog a planning baseline for the next activation instead of starting blind.

Beyond individual events, the competitor set serves as a baseline for broad industry comparisons and audience growth analysis. Underdog uses these insights to measure its own share of voice and engagement rates against the wider sports media ecosystem, contextualizing its own performance spikes to determine whether a successful campaign genuinely outperformed the baseline industry standard.

Most teams operating at Underdog's scale end up with a tool for each problem: industry listening, creator partnerships, and analytics. Socialpruf is able to serve Underdog's entire ecosystem as a single platform because any account can be tracked without authentication, automate reporting across live events, and most importantly Socialpruf data is built to adapt to high velocity teams like Underdog Fantasy.

Owned accounts, sub-brands, creators, shows, paid placements, partners, earned conversation, and 50 competitors are all measured by the same system, on the same timeline, against the same definitions. This has proven essential for Underdog's team who need data that can keep up with the complexity of their system; for them Socialpruf is the only solution.