MACROTRENDS
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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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.
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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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(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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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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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.
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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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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.
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Marketing Tips
WINTER/SPRING 2017
These marketing tips and examples serve as a playbook for engaging young generations around sports.
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