With 77 million people, the Millennial Generation is much larger than the Baby Boomer Generation and about three times the size of Generation X. They’re also the generation that is troubling sports marketers all over the globe. They’re probably the most engaged group of individuals out there – but also the hardest to market to and cut through the noise. Why is that? Because Millennials are constantly engaged and connected in so many other ways that have nothing to do with actually watching the game.
When Millennial fans attend games, they are looking for an experience that is at least as connected as they are used to outside of the stadium. The average Millennial spends about 5.4 hours on social media and checks their phone approximately 43 times a day. This means wireless connectivity is a must, and more and more stadiums are acknowledging this and adopting high-density wireless systems in their venues. If a spectator experience isn’t going to give a Millennial all the connectivity comforts they can get at home, chances are they won’t want to attend.
The question that sports marketers often pose is: How can I get Millennial’s engaged with my brand? But, the issue isn’t getting Millennials engaged with your brand, it’s getting your brand engaged with Millennials. This generation is constantly using social media, and to get noticed you have to go where they are and provide the connected experience they’re looking for. Social media and the world of online engagement is all one big conversation. You just have to join in to get noticed.
In terms of sports, there have been a few trends noted within Generation Y and the way they interact with sports on all different levels. Namely, Millennials are less dedicated to rivalries than they are to the sport itself, they love sports themed video games, and they absolutely must be engaged with sports via social media!
