Social connection the main motivation for sports fans under the age of 40: The Growth Distillery
Almost 60% of younger fans have a strong affinity for brands that support their favourite team or sport.
Social connection is the number one motivation for sports fans under the age of 40, according to research by The Growth Distillery.
Sporting Nation 2024: Next Generation report found that more than 70% of fans say sports bring them closer to friends and family, highlighting the opportunity for brands to create connection-driven marketing strategies.
Research by the Think Tank examined how younger fans are engaging in Australia’s sporting landscape and its implications for brands.
Leigh Lavery, The Growth Distillery's head of growth intelligence, said: “It’s becoming more and more challenging for marketers to reach younger sports fans.
"This study shows they need to look beyond just live coverage and tap into other key touch points as well. Brands should embrace the diverse interests of fans across various sports and form smart partnerships.”
Leigh Lavery
It found that reaching fans under the age of 40 through traditional methods is becoming increasingly challenging for brands as they turn to digital and interactive platforms that go beyond simply watching the live game. This research is a blueprint for how younger fans are embracing sports and where marketers are best placed to focus on growth.
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Sporting Nation 2024: Next Generation revealed that fans are enjoying more sports than ever before, consuming, on average, five sports across the year. The findings suggest that marketers should embrace the increased opportunities to make a connection.
The research highlighted that almost 60% of younger fans have a strong affinity for brands that support their favourite team or sport, an opportunity that "marketers should use this opportunity to gain an unfair advantage" according to the report.
The Growth Distillery report also found that 59 percent of Gen Z Australians have started following a new sport in the last two years. It suggested that brands should see every new fan as a new opportunity, with sports growing the fastest presenting the biggest prize.
