August 19, 2024
3 min read
As the number of younger sports fans grows, brands must learn how to speak to and connect with them. While there are many methods of reaching this group of consumers, there is no one-size-fits-all approach. What is key is meeting them where they are, which can be done with both non-live and live experiences.
One of the fastest growing demographics is the younger sports fan, but it’s proving a challenge for brands and marketers to reach Gen Z.
Brands are testing a variety of methods, from live events and digital content, while also trying to reach the younger consumers where they are. Executives are learning there is no one-size-fits-all approach, and different strategies need to be approached for different consumers.
“For State Farm, as a non-endemic brand who's found a way to be synonymous with sports over the years, that really boils down to making sure you're relevant. With Gen Z audiences, they experience the world 360, so you have to try to surround them in that same way,” said Patty Morris, marketing executive at State Farm, speaking at SBJ’s Brand Innovation Summit in Chicago on Wednesday.
Morris referenced partnerships with groups like Overtime to create digital content. Overtime, which owns and operates leagues in basketball, football and boxing, has around 75% of its employees dedicated to the digital space, prioritizing short-form content.
“It doesn’t mean that our live games aren’t beautiful and fun to watch, [but] it’s not going to be our number one driver of the business moving forward,” said Jack Jenkins, VP of league partnerships at Overtime.
TikTok and digital has proven to be a strong player for brands like State Farm to connect with Gen Z. Jake from State Farm has 1.3 million followers on the platform.
Harish Sarma, global head of sports and gaming at TikTok, said the company found that 59% of people prefer to consume non-live products, and the company works to create both live and non-live products.
According to Sarma, a “one size fits all” approach to marketing is the biggest mistake a brand can make. “Brands do it because it's smart from an efficiency perspective, but the challenge is that it just doesn't land or it just doesn't perform.”
Pete Jung, SVP and CMO at NASCAR, said the league learned “very quickly that we have no business creating from a paid perspective.”
“We empower creators on the platform to deliver our message,” said Jung. “[Gen Z] sees through that. They’ll be like, ‘This feels like an ad my mom would get.’”
That also includes a fashion and pop culture strategy, working with retailers and licensing partners like Abercrombie & Fitch.
Speakers all agreed it’s important to meet young consumers where they are.
For Lizzie Roediger, CMO at Teall Sports and Entertainment, that comes naturally for its partnerships with over 30 high school state associations. Teall believes the social experience in and around gameday is as important as the game itself, and that involves creating unique experiences that are seamless and convenient.
“Looking at the changing college sports landscape, it’s all interconnected,” said Roediger, referencing the college conference shakeups and the expanded CFP. “It's just going to create more and more opportunities for those live experiences.”
This article was written by Mollie Cahillane from Sports Business Journal and was legally licensed through the DiveMarketplace by Industry Dive. Please direct all licensing questions to legal@industrydive.com.
