Liquid Death, the irreverent canned water brand known for its skull-themed cans, metal-inspired branding, and signature slogan “Murder Your Thirst,” has partnered with Yahoo Fantasy Football to launch a new, ultra-competitive feature: guillotine leagues.
This bold collaboration merges Yahoo’s legacy in fantasy football with Liquid Death’s cult-favorite branding to deliver a unique, edgy twist on gameplay. Fantasy guillotine leagues, a rising format among hardcore players, operate on a ruthless principle: each week, the lowest-scoring team gets chopped from the league—and their players released into free agency for others to claim. The stakes get higher as the season progresses, and now, they’re paired with visuals worthy of a horror flick.
“We are thrilled to blend Yahoo Fantasy’s innovation and gameplay with Liquid Death’s world-class creativity and, together, put our own unique spin on fantasy guillotine leagues,” said Ryan Spoon, president of Yahoo Media Group.
The partnership is part of Yahoo Sports’ broader “28 Days of Fantasy” campaign, celebrating the 28th season of Yahoo Fantasy Football by unveiling a new feature each day. For Yahoo, the guillotine league format is a way to reenergize its user base while courting younger fans in an increasingly competitive space, especially as betting platforms like DraftKings and FanDuel expand their influence in fantasy sports.
Within the guillotine experience, Liquid Death branding is fully embedded—from team avatars and draft screens to survival updates and elimination animations. One standout detail: when a team is eliminated, users are treated to a custom beheading animation in line with Liquid Death’s signature macabre humor.
That tone is on full display in a darkly comedic ad spot released online. It features three fantasy football players seated in a sports bar with their heads literally in guillotines. As the games play on TV, two are “eliminated” off-screen. The camera cuts to blood spattering a can of Liquid Death and a smartphone showing the Yahoo Fantasy app—tastefully gruesome and unmistakably on brand.
Liquid Death has leaned heavily into outrageous stunts and shock-value campaigns to build its loyal following. In 2025 alone, the brand sold Ozzy Osbourne’s DNA (just weeks before the rock legend’s death), introduced Mini Kegs with a very pregnant Kylie Kelce, and mocked the prebiotic soda trend with a “toilet taste test.” The brand also made its Super Bowl advertising debut this year with its first-ever national TV spot.
For Yahoo, the move represents a bold step in retaining its lead in fantasy sports while reinventing the way it engages users. Having launched fantasy football in 1999, Yahoo remains a key player in the category—but it now faces a media landscape shaped by sports betting, influencer-driven content, and new expectations around gameplay and entertainment.
By partnering with a brand like Liquid Death, Yahoo signals its readiness to meet fans where they are: looking for fun, for chaos, and for a little bit of blood with their fantasy football bragging rights.
