DATA
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 & 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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By Date
Game Changers Report
WINTER/SPRING 2017
Explore young consumers' mindset regarding sports and how they're breaking down the monopolies in this highly traditional category.
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Fanning Out
WINTER/SPRING 2017
Young people’s sports viewing habits are shifting away from TV to platforms that let them customize and control their entertainment experience.
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Sports Clubbing
WINTER/SPRING 2017
Young adults are mainly socializing around sports, regarding it as a more relevant and meaningful form of nightlife than many alternatives.
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Game Of Life(style)
WINTER/SPRING 2017
The culture around sports has begun to supersede the game itself in terms of young fans' interest, revealing an opportunity for brands to tap into the unique lifestyle elements that each league presents.
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(Pas)Sport
WINTER/SPRING 2017
Youth consider sports a key part of the travel experience, with many planning trips around watching and playing games, or aspiring to do so.
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Sport The Look
WINTER/SPRING 2017
Branded athletic apparel and paraphernalia are poised to become the new athleisure as sports fans and non-fans alike increasingly embrace sports-related products.
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Video Game Time
WINTER/SPRING 2017
eSports are poised to become the next big sport genre among youth because they directly reflect the generational values of Ys and Zs.
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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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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 & 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 & 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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