Arizona Diamondbacks: out $2.3M
Anaheim Angels: out $3.45M
That's what they were promised by Cremily, makers - make that supposed makers - of lactose-free, keto-friendly frozen yogurt, in exchange for ballpark promotions.
The Diamondbacks' stadium, Chase Field, displayed a giant popsicle behind its swimming poil, and had "the company’s name spelled out in black tiles at the pool’s bottom." The Angels' stadium in Anaheim displayed a big old Cremily sign and had "rights to an animated between-innings race, in-game commercials and more."
The Diamondbacks gave away T-shirts featuring the Cremily logo at a game that year. Ballparks in both Phoenix and Anaheim had stands in the concourse featuring Cremily products. (Source: NY Times)
Those sponsorship payments weren't huge. But they were nice walking-around money for the teams - maybe enough to pay a not-great player his annual salary - plus there was an irresistible element of do goodery. Not only was the Cremily yogurt lactose-free and keto - HEALTHY IS A GOOD THING! - but profits from product sales were going to "empowering women and girls globally.” EMPOWERING WOMEN AND GIRLS GLOBALLY IS A GOOD THING! (O used to be.)
Couple o' problems: Pretty soon, Cremily stopped making the promised sponsorship payments; and the product turned out to be largely mythic.
Multiple former employees said Cremily could not produce product to scale, leaving teams with “untenable delays” and subsequently providing the Angels and Diamondbacks with product that was not made by Cremily. The Angels argued in a court filing Cremily was “fraudulently passing (third-party) ice cream off as its own” and knew it didn’t have a viable ice cream formula. An ex-marketing employee even said he was asked to create Cremily labels for generic ice cream.
“(It was) just ice cream,” the employee said. “And they were selling that as authentic French frozen yogurt, that was also keto.”
...“We were naive,” said another former employee, “in thinking it was a real product.”And when there was actual Cremily product shipped, it was allegedly so thick and hard that it broke Angel Stadium's soft-serve machines.
An employee took a hunk of Cremily home and started "stabbing it with [a] knife. The knife wouldn’t even go through it.”
The backstory for all this is a thicket of confusing details that include (but are not limited to):
- Steven Delaportas, who has a long history of cons, was hired to run Cremily by Kylie Schuyler, a well-to-do California non-profit executive whose charity was focused on helping women and girls thrive, and who also founded Cremily. (Profits slated for helping women and girls...)
- Delaportas had been involved in Ponzi schemes, defrauding a partner, concealing a bankruptcy, and financial mismanagment. Not to mention that:
Madison Square Garden sued Delaportas in 2016, alleging he failed to pay sponsorship fees while marketing Jim Beam Nuts under a company called TDG brands. The suit was ultimately dismissed.
- Kylie Schuyler's husband is Doug Hodge. It wasn't mentioned in the Times article, but - thanks to my own sleuthing - I found that Hodge is the former CEO of PIMCO (big-arse bond traders). And that he went to prison for his involvement in the college bribery admissions scandal of a few years back. (Schuyler herself was lightly involved, having sent her husband - who was trying to engineer their son into USC as a football player - a picture of another son playing football - saying that was all she could come up with. Hodge decided that the kids looked enough alike to carry it off.)
Anyway, as Cremily CEO, Delaportas wooed sales, marketing, and production executives away from their established, successful careers in legit companies. The marketing folks were given an "endless amount of money to spend." Whatever the teams wanted. Without Cremily having "earned a single dime of revenue."
For Cremily employees, the job was pretty cushy.
“We were just collecting paychecks and sitting around,” one employee said.The production employees had to do a bit of work, trying to come up with a tasty fro-yo formula, which they eventually did. Alas, scaling production was an entirely different issue.
Another employee described their work as a “ghost job,” saying they watched YouTube clips for hours on end. Cremily gave that employee a raise and doubled the size of their department.
When they did work, multiple employees said it was solely for the purpose of showing Schuyler things were happening. They created ad shoots and social media campaigns, but Delaportas rarely let those projects see the light of day.
“(Delaportas) wanted to play-work,” said a former employee, “to pretend that there was business happening.”
But employees mostly just sat around while Cremily "sailed about like a ghost ship with no real direction."
“We just thought it was a bad company that was still trying to find itself, or was maybe overbuilt (and) wasn’t ready for this stuff,” said a former Cremily employee. “It was like walking around an empty mall. It was crazy.”This is largely on Delaportas and his chicanery - even his former attorney, when asked whether Delaportas was a con artist said "'I would not disagree.'" But what abot Schuyler? She certainly comes across as a victim, but also as someone who "failed to address the company’s obvious issues," among other things refusing to respond to organizers of an Orange County event which dedicates proceeds from their annual event to "assisting women and girls" when they were stiffed by Cremily in 2023.
Cremily is out of business, the employees all laid off, many struggling:
One took the experience off their resumé entirely after a potential employer asked in a job interview, “‘Aren’t they a scam?’”
Delaportas is sitll out there, having talked his way into another CEO position where he's being sued by a variety of entities (including employees).
I've worked for some companies that were loosely tethered to reality, but Cremily really takes the cake. Or the keto fro-yo popsicle.
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Image Source: Pinstripe Alley










