YPulse just released our Sports and Athletics Report, where we explore how young consumers participate, consume, and watch sports. Our research reveals that 71% of Gen Z and Millennials in North America consider themselves sports fans, and 74% do in Western Europe, meaning the vast majority of young consumers are sports fans. For young consumers, part of the experience of being a sports fan means following their favorite leagues and spending time watching sports on-screen. As a result, advertising in the sports industry has a huge influence over brands’ sales. Take the example of Rihanna’s recent nod to her brands during the Super Bowl: according to research by Launchmetrics the move “helped garner $5.6 million in Media Impact Value in the first 12 hours for Fenty Beauty.” It is crucial for brands to understand the key differences between Gen Z and Millennials in each region when it comes to the type of sports they watch on-screen the most, so they can adapt their marketing strategy to appropriately target their...
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