Sports Fans, Social Media and the Millennial Myth

The world’s biggest brands tirelessly strive to deliver rich, digital, sports marketing experiences that stimulate fan conversation, ignite fan interaction and create new fan communities. But, is this what the millennial sports fan really wants? Our ‘Social Sports Fan’ research strongly suggests not. We present a much simpler perspective on what motivates global millennial sports fans to use social media. We expose some perhaps inconvenient truths for an industry more inclined towards ‘new ideas’ than ‘good ideas’ – those built on the solid consumer insights we all know feed the most exciting and effective campaigns. The headlines: - It is not interactivity and rich content experiences that millennial sports fans want from social. It’s real-time content, immediately and easily accessed. - It is not the most official and trustworthy content that millennial sports fans want. It’s a wide breadth of perspectives – they don’t care where their content comes from. - It is not recognition and reinforcement of their identity that millennial sports fans want from social. It’s much more ‘to me’ than ‘from me’. We explore the above and much more in depth. We discover that younger millennials behave quite differently to older millennials. They do want to share their opinion. They do want to use social as a means of expressing who they are.

Our aim is to help brands and rights holders come up for air and see through the relentless development of new social platforms, communities, products, apps and widgets…to focus on what sports fans really want from social media. Our mission is to champion a smarter breed of content. To cut through the crap and deliver the kind of results that can be achieved when the superpowers of sport and social come together. Enjoy the read…
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