Engaging & Connecting With Millennial Sport Fans

MILLENNIAL SPORT FANS

ENGAGING A NEW GENERATION

09 October 2018

Millennial marketing is something that all brands are striving to perfect, but many are using out-dated strategies that do little to connect or engage with consumers in this key demographic (those born between the early to mid 1980s and 2000).

Less Viewers, But More Fans Than Ever

Millennials are seen by many brands to be a hugely lucrative market. They are the highest spending demographic, the second largest generational group, highly engaged online and can also be very loyal customers. But there is a growing concern that Millennials are engaging less and less with sport and sport-related content as major sports around the world see younger viewers tuning out. 

But this doesn't mean that Millennials aren't just as mad about sports as older generations; in fact it's almost the opposite. Millennials are just as passionate about sport as older generations, the thing that's changing is how they consume sport. 

The Fans Are Still There, Brands Just Need New Ways To Engage Them

Television ratings for the NFL 2016-17 season declined 9% for Millennials. While in the same year, the number of Millennials actually watching the NFL increased. Similar trends can be seen across all major American sports.

This is enough to show that sport fans are just as thirsty as ever for content, we just need new ways to engage them.

Traditional strategies, traditional media and traditional content isn't connecting with this audience. But labelling Millennials as just 'digital consumers' is looking at it too simplistically. 

Where Are These Millennial Sport Fans?

One mistake most brands and marketers make is thinking that Millennials are the only ones online. This isn't true, in fact older generations (particularly Gen X fans) spend just as much time as Millennials checking scores and watching highlights on apps and websites.

The key difference is in streaming live sport (both legally and illegally) and their use of social media for sport content. Research from McKinsey shows that Millennials spend twice as much time streaming sport online compared to Gen X, and significantly more follow sports on social media - particularly Instagram, Snapchat and Twitter. But Facebook still leads the way here and is widely used by consumers of all ages. 
ESports now key for engaging Millennials
Esports Now Key To Engaging Younger Millennials

The average age of the Australian esports fan is 26, older than you might have thought, but also right in the middle of the Millennial demographic. In fact, Millennials make up 66% of all esports fans. With a global economy predicted to be worth around $1.49 billion USD in 2020, esports is no longer a niche audience. 

Despite a common belief that the esports audience is completely anti-advertising, the most recent research by Nielsen actually shows that fans are open to brand partnerships and see it as way of engaging with and considering new brands - as long as they are relevant. 

Millennial Marketing At Money In Sport

Money In Sport will feature speakers who are experts in influencer marketing, content creation and engaging millennials across different platforms, providing exclusive insights on how your brand can create meaningful engagement with this demographic.

Esports also presents a huge opportunity for brands to engage with younger Millennials. Money In Sport 2018 will be focusing on how brands and organisations can monetise esports and start connecting with this demographic.

CONFERENCE SESSION:

CONTENT FOR THE NEW GENERATION

Day One: Money In Sport 2018

How will your organisation engage and connect with a new generation of fans? View the whole session from Money In Sport 2018 below. 

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UPCOMING EVENTS

Melbourne, 3 May 2019EXPLORE MONEY IN SPORT EVENTS

LATEST ARTICLES

Philanthropy – A new revenue stream for Australian sportRead More Diversification of Revenue StreamsRead More Fuel Games: Pioneering Blockchain & EsportsRead More Bringing Fans Back To The StadiumRead More Philanthropy – A new revenue stream for Australian sportRead More Diversification of Revenue StreamsRead More Fuel Games: Pioneering Blockchain & EsportsRead More Bringing Fans Back To The StadiumRead More NEWS HOMEPAGE

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Design Thinking – The Future of Membership & Sponsorship

DESIGN THINKING

THE FUTURE OF MEMBERSHIP & SPONSORSHIP GROWTH

23 August 2018
Alita - Money In Sport

Session Snapshot

A new expectation from fans, members, and sponsors.

Experience, value & ROI.

Presented by Alita Harvey-Rodriguez - Managing Director at Milk It Academy.

Case Study: What Really Matters

In this case study, Alita Harvey-Rodriguez will deliver key insights into how Design Thinking was used to transform an NRL club's sponsorship and membership engagement to achieve unrivalled growth and new revenue streams, by digging into the hearts then the minds of members and sponsors before mentioning the wallet.

This inspirational case study is a real insight into the results generated using Design Thinking in Sports to grow revenue across the board, from operations to sales & marketing. 

You'll leave with the mindset, methods, and insight necessary to create changes that will leave your sponsors & fans more connected than ever before by providing solutions they will genuinely find valuable, love and engage positively.

This is about prioritising insight over instinct. 
Design Thinking

KEY LEARNINGS

How Design Thinking unlocked new revenue potential.

How to get new projects off the ground 2x faster to market.

Techniques used to reduce production time by 33% and achieve 301% increase in ROI. 

DON'T MISS THIS SESSION AT MONEY IN SPORT

Delegate Passes are available now. Discover how your organisation can implement design thinking to grow revenue across all aspects of your business. 

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UPCOMING EVENTS

Melbourne, 3 May 2019EXPLORE MONEY IN SPORT EVENTS

LATEST ARTICLES

Philanthropy – A new revenue stream for Australian sportRead More Diversification of Revenue StreamsRead More Fuel Games: Pioneering Blockchain & EsportsRead More Bringing Fans Back To The StadiumRead More Philanthropy – A new revenue stream for Australian sportRead More Diversification of Revenue StreamsRead More Fuel Games: Pioneering Blockchain & EsportsRead More Bringing Fans Back To The StadiumRead More NEWS HOMEPAGE

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Marvel Stadium

Marvel Stadium: How Disney plan on creating a unique, experiential destination

MARVEL STADIUM

How Disney plan on creating a unique, experiential destination

20 August 2018

Having a logo splashed across a stadium is no longer the driving force for brands to be involved in naming rights sponsorships of sports and entertainment venues. 

In Canada, Scotiabank paid over $600 million USD for the naming rights of Scotiabank Arena until 2038. 

In the USA, MetLife Stadium will cost the life insurance company in excess of $400 million USD over the course of their 25 year sponsorship deal at the NFL stadium in New Jersey.

According to recent news reports, Football powerhouse Barcelona are searching for a naming rights sponsor for their iconic Nou Camp stadium. The asking price? A cool $479 million USD.

So the question is, what is the value in naming rights sponsorships of stadiums? In 2018, this investment means having access to fans and direct contact with them through the match day experience, tailoring specific campaigns and offers for the audience.

It's All About Access & Fan Interaction

This access & interaction to fans allows a brand to engage with the consumer and turn them into customers of their own.

Using all of the latest technology and data management systems, brands and stadiums can capitalise on unique activations by improving the fan experience and ultimately bringing more people through the door benefits both the stadiums and the naming rights partner.

We are now bearing witness to one of the most unique and creative stadium sponsorship deals of recent times, Disney Australia taking the naming rights of Melbourne's multi-purpose Docklands stadium which will be known as Marvel Stadium.

DISNEY AT MONEY IN SPORT 2018

Bringing together one of the world’s leading entertainment brands with Australia’s premier stadium to create a unique, experiential lifestyle destination.

Kylie Watson-Wheeler, Senior Vice President & Managing Director at the Walt Disney Company Australia & New Zealand, spoke exclusively at Money In Sport 2018 about The Marvel Stadium agreement - Watch Kylie's keynote presentation below.

JOIN OUR NETWORK

SUBSCRIBE

UPCOMING EVENTS

Melbourne, 3 May 2019EXPLORE MONEY IN SPORT EVENTS

LATEST ARTICLES

Philanthropy – A new revenue stream for Australian sportRead More Diversification of Revenue StreamsRead More Fuel Games: Pioneering Blockchain & EsportsRead More Bringing Fans Back To The StadiumRead More Philanthropy – A new revenue stream for Australian sportRead More Diversification of Revenue StreamsRead More Fuel Games: Pioneering Blockchain & EsportsRead More Bringing Fans Back To The StadiumRead More NEWS HOMEPAGE

HAVE YOUR SAY

MORE FROM MONEY IN SPORT