By Date

The Democratization Of Sports

WINTER/SPRING 2017

Young fans aren’t satisfied with the status quo in terms of how sports are played and consumed, and they expect the industry to evolve based on their lead as the new sports authorities.

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.

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.

(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.

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.

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.

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.

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.

Active-ists

WINTER/SPRING 2017

The sports industry is becoming a key arena for political and social activism, with athletes leading the charge toward change.

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.

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.

Stage Of The Game

WINTER/SPRING 2017

Young fans' fascination with the world of sports is propelling the growth of scripted entertainment about the many players across the industry. 

Marketing Tips

WINTER/SPRING 2017

These marketing tips and examples serve as a playbook for engaging young generations around sports.