Millennials, start your drones!

Millennials, start your drones! Drone racing has taken off with young males in what NPD Group describes as a “classic” Millennial move: “A new device comes along and then all of a sudden they figure out how to make a sport out of it.” Retail sales of drones has reportedly gone up by 224% in the last year. The Drone Racing League, which aims to be “the NASCAR of drones,” is currently seeking out marketing and media partners for the new sport. So far, ESPN has entered a multiyear deal with the International Drone Racing Association to broadcast races, and Mountain Dew signed on as a sponsor for the DR1 Invitational which will be livestreamed on Twitch. (Adweek)