Sports are a massive part of pop culture for young people in Europe; 75% consider themselves sports fans, and they’re not just engaging through the games alone. Data from YPulse’s WE Sports and Athletes report shows that 45% of European 13-24-year-olds watch sports highlights on social media, and it’s also the top place where they look up sports news, standings and scores. And between following leagues and teams across platforms, they’re also connecting with their favorite athletes on socials. Following athletes’ personal content on social gives young fans the feeling of having a relationship with them more personally, and that makes them even more influential as brand ambassadors. If decades of major athletes’ position as a brand’s best friend isn’t enough, young athletes are also proving that sports are a prime way to connect with young consumers. Ilona Maher, the world’s most-followed rugby player with over 4.7M Instagram followers, is the perfect example; she made a huge impression on young people after signing with the English women’s rugby team...
- Article
