Leagues Of Their Own
WINTER/SPRING 2017
Young generations are giving rise to nontraditional sports, broadening the industry and creating more entry points for engagement.
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Numbers Game
WINTER/SPRING 2017
The rise of in-game technology and data-driven performance metrics is changing both how sports are played and the way that young people engage in modern fandom.
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Dream Team
WINTER/SPRING 2017
Fantasy sports are a relatively untapped arena for brands to connect with fans around their passion for sports and desire for active engagement.
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Carrying The Torch
WINTER/SPRING 2017
Though traditional live viewership of the Olympics is down, youth still genuinely care about the games and engage with them in alternative ways that are more relevant to their generations.
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Fair Game
WINTER/SPRING 2017
Sports are becoming more inclusive of female athletes and fans, but gender inequality is still largely evident among authority roles within the industry.
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Play The Game
WINTER/SPRING 2017
Young generations are passionate about playing sports, but are facing challenges, including high costs and safety concerns, prompting them to turn to brands for support.
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Game Changers U.S. Fan Segmentation
WINTER/SPRING 2017
A quantitative breakdown of five types of American sports consumers, as uncovered by our research
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Game Changers UK Fan Segmentation
WINTER/SPRING 2017
A quantitative breakdown of five types of British sports consumers, as uncovered by our research.
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For The Love Of The Game
WINTER/SPRING 2017
Sports plays an important role in young adults’ lives, providing them with joy, reasons to celebrate, and a means for connecting with others.
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Sports Spectatorship & Engagement
WINTER/SPRING 2017
Young people are highly engaged in sports and consider it an important way to connect with others.
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Athletes, Teams, & More
WINTER/SPRING 2017
Young fans are very passionate about their favorite athletes and teams, but there are numerous factors that would affect their allegiance overtime.
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Sports & Spending
WINTER/SPRING 2017
Young adults are shelling out their money towards sports, justifying it as a worthwhile category to spend—and even splurge—on related products and experiences.
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Sports & Entertainment
WINTER/SPRING 2017
As young adults regard sports as highly entertaining, they likewise find content beyond actual games to be important and compelling.
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Gaming
WINTER/SPRING 2017
Young adults are happily combining their love of sports with their love of gaming and are unapologetically spending their time and money playing their favorite video games.
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Sports & Tech
WINTER/SPRING 2017
Technology is an integral part of modern sports fandom, from how young people are watching and interacting with games, to connecting with each other and athletes.
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Sports & Food & Beverage
WINTER/SPRING 2017
Young generations of foodies prioritize this category at sporting events, and are also spurring a growing market for food and beverages that help with their own athletic pursuits.
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Brands & Marketing
WINTER/SPRING 2017
Young adults rely on brands to connect them to their favorite athletes and teams, keep them updated on sports culture, and create products and services that align with their love of the game.
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Supply & On Demand
FALL/WINTER 2016
Young people are beginning to replace distributors as entertainment programmers, expecting all media platforms, including movie theaters, to deliver content they request on demand.
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IRL (In Real Live)
FALL/WINTER 2016
Youth want entertainment that is typically reserved for in-home engagement to be delivered via live events in order to experience this content in a more immersive, participatory manner.
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Social (TV) Network
FALL/WINTER 2016
Youth are spending the largest share of their entertainment consumption time on social media, as it’s become the new TV for young generations.
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Scene Stealers
FALL/WINTER 2016
Young consumers have elevated the role of behind-the-scenes content, considering it just as important as primary pieces of entertainment.
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Mix Masters
FALL/WINTER 2016
Youth are looking to entertainment properties and brands to provide them with professional-quality content to imbue with their own creative layer and share among their peers.
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Variety Show
FALL/WINTER 2016
Youth are hungry for diverse—though not merely politically correct—entertainment that reflects the culturally varied society in which they live.
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Re-New
FALL/WINTER 2016
Youth are driving a countertrend in entertainment: they crave familiar content from brands as it relieves the weight of having to discover and immerse themselves in entirely new narratives.
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