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1、THE NEW SPORTS FANThe Media,Tech,and Demographic Trends that Advertisers Need to Know to Reach Sports Audiences TodayThe Changing Nature of the Sports FanMeet the New Sports FansUnderdogs RisingStreaming ShowdownsConstant ContentFandom 360Winning Sports Fans with the Infillion Playbook01084252681830

2、CONTENTSSports fans have always been a coveted audience for advertisers.Viewers are famously engaged and deliver the rapt attention that brands crave,and brands sponsoring teams or games can get a goodwill boost from supporters.One study after another has shown that sports fans are more likely to pa

3、y attention to commercials,that they look favorably upon brands that sponsor their home teams,and that this receptivity is growing rather than shrinking.Besides,for years,sports had stayed relatively analog as the rest of the world went digital,which meant that brands could stick to tried-and-true t

4、actics.The Super Bowl still drew the enormous,multi-demographic,linear TV audiences that advertisers craved,and its high-impact commercial spots continued to command both enormous media spend and peak consumer attention.Broadcast and cable channels maintained a strong hold on the rights to air profe

5、ssional leagues and championships.THE CHANGING NATURE OF THE SPORTS FANThe New Sports Fan45Infillion is an advertising technology company that is built for the connected,always-on consumer.Were also an expert at reaching sports fans,from our InStadium digital billboards,to our TrueX interactive stre

6、aming ad packages that can amplify a campaign around a major sporting event,to first-party targeting so precise that it can reach people who frequent golf courses or who use popular fantasy apps.Our past research has shown that consumers now live in an era of“constant consideration,”one in which the

7、yre absorbing media at a near-nonstop rate,and in which its more important for a brand to stay in touch with them so that the decision to purchase can happen at precisely the right moment for that individual.These insights have helped us shape our strategies for clients to meet this new consumer rea

8、lity.Which led us to the question:As the overall consumer has changed,how has the sports fan changed?7The New Sports Fan6Infillion partnered with Lucid,a Cint Group company,to answer the question“How has the sports fan changed?”The measurement was aimed at evaluating behavioral and attitudinal trend

9、s among audience members aged 18+who self-identified as sports fans.Infillion designed and deployed the study on our proprietary survey platform Phonic,with Lucid providing the audience sample.The study ran from December 11,2023,to December 18,2023,yielding a sample of 979 respondents after adjustin

10、g for response quality.The top-level findings:Our self-identified sports fans are split about evenly between men and women.Our respondents turned out to be 51%female and 49%male.Similarly,age demographics were evenly represented.No generational age groupBoomers,Gen-X,Millennials,or Gen-Zwas dispropo

11、rtionately more or less likely to identify as sports fans.MEET THE NEW SPORTS FANS:HOW OUR RESEARCH WORKEDThe New Sports Fan89Historically,research has found that sports fans skewed male by about 10 to 15 percentage points.Today,with always-on access to more sports than ever,its a little more compli

12、cated than that.Male sports fans are more likely to identify themselves as hardcore fans(think:closely following a hometown pro team each season),whereas female fans are more likely to consider themselves enthusiastic fans(think:obsessively tuning in to the Olympics every four years).Casual fans,on

13、the other hand,reflected a similar breakdown by gender to casual fans overall.Sports fans are divided evenly between casual,enthusiastic,and hardcore fans.Casual fans(33%of sports fans)answered that theyre“somewhat interested”in watching sports.Enthusiastic fans(35%)said theyre“very interested.”Hard

14、core fans(32%)said theyre“extremely interested.”32%35%33%45%20%36%20%49%31%CasualEnthusiasticHardcoreOVERALL SPORTS FANSMALEFANSFEMALE FANS11The New Sports Fan10Sports fans also watch lots of other contentand we mean lots.Contrary to the stereotype of obsessive sports fans who dont focus on anything

15、 else,Infillions research found that even hardcore fans spend considerable amounts of time watching non-sports content every week.Every week,across all platforms,devices,and live settings,sports fans spend 12.6 hours per week watching:Every week,across all platforms,devices,and live settings,hardcor

16、e sports fans spend 13.9 hours per week watching:This means that marketers looking to reach sports fans have an opportunity to target them during non-sports programming.55%of even hardcore sports fans spend 4+hours per week watching movies and TV.28%41%26%21%34%39%8%23%51%Under 4 Hours4 to 7 Hours8+

17、HoursAverage Hours per WeekAverage Hours per WeekAverage Hours per WeekSPORTS MOVIES&TVNEWS14%32%45%25%36%33%8%20%53%Average Hours per WeekAverage Hours per WeekAverage Hours per WeekUnder 4 Hours4 to 7 Hours8+HoursSPORTS MOVIES&TVNEWSThe New Sports Fan1213TRENDS FOR THE NEW SPORTS FANWe analyzed ou

18、r research findings and identified four primary trends that are shaping the sports fan of the mid-2020s:CONSTANT CONTENTNew sports fans are being minted through unconventional means,such as scripted or documentary TV series,viral and meme-worthy momentsand,yes,the Taylor Swift effect.Concurrently,yo

19、ung fans in particular are looking for new content channels,from podcasts to fantasy sports news sites,to engage with their favorite sports long after the game ends.FANDOM 360Live sports took a blow during the COVID-19 lockdown but emerged from it with record crowds,but with a new challenge:Fans tod

20、ay want live sports to be a full,end-to-end experience,even a multi-day one.Theres a fresh new opportunity for retail,hospitality,and travel brands to be part of the always-on sports fans lifestyle.UNDERDOGS RISINGIts not just you:Suddenly,everyone you know has a favorite soccer team.During the COVI

21、D-19 lockdown,fans tuned into sports they hadnt paid significant attention to before,either because their favorites were on hold or they just wanted to fill up some free time.And those new affinities have stuck.For brands,reaching sports fans is now a lot more complicated than relying on a set of me

22、dia markets.STREAMING SHOWDOWNSAs the sports world makes its long-anticipated shift to streaming video,sports fans are getting choosy about how they want to watchand theyre making it known to the streaming publishers they subscribe to.With fans often switching up streaming subscriptions based on whi

23、ch sports are in season,and vocally prioritizing price and user experience,being able to find them at a reliable place and time is no longer a given.Its a brave new world for the brands that want to connect with them.1324The New Sports Fan1415“When I had more time on my hands during the COVID-19 pan

24、demic,I would watch basically any sport that was on TV just to fill the time.And so I got into things like WNBA and college volleyballand now today Im completely following them,not just watching them but paying attention to their records and following them on social media.”Millennial female,MN“Ive s

25、tarted enjoying football more;if Im honest its because Taylor Swift is dating Travis Kelce.It was never interesting before.”Gen-Z female,RI“Ive started watching more sports on my phone thanks to the Peacock app.I watch more soccer now than before,because its interesting and it was one of the few spo

26、rts that had live games on in parts of 2020.”Millennial male,NY“I have started to watch more football,and became more acquainted with the Chiefs because of Taylor Swift.”Millennial female,UT“I never really watched soccer,but then my kids started playing it.”Millennial male,MI“I have added ESPN+so th

27、at I can view a few more games,mostly MMA and college basketball.”Boomer male,OH“I picked up an interest in major cycling events such as the Tour de France.I accidentally stumbled upon the coverage on Peacock and was fascinated by how challenging the sport really is.”Boomer male,GA“I began watching

28、Formula 1 races after binge-watching Drive to Survive on Netflix.I really like the drivers and the interaction available from the race teamspodcasts,online videos,etc.”Gen-X female,COA“I started watching pickleball because my aunt played it,and I keep watching becauseI now love to play as well.”Mill

29、ennial male,NY“I watch more sports on my phone than I used to,and I picked up cricket.I started watching it when I saw an ad on TV.”Gen-Z male,GA“I have started watching more soccer.Our city got an MLS team,which is what got me started watching.I keep watching to learn the game.”Boomer male,TXTap in

30、to our trends by following the highlighted colors,and flip ahead to that section if you want to learn more.UNDERDOGSRISINGSTREAMINGSHOWDOWNSCONSTANTCONTENTFANDOM360MEET THE NEW SPORTS FANSWe asked the sports fans we surveyed:“How have your viewing habits changed in the past few years?”Heres what som

31、e of them said,and some of the patterns we noticed.CHOOSE YOUROWN ADVENTURE17The New Sports Fan16Its not just you:Suddenly,everyone you know has a favorite soccer team.During the COVID-19 lockdown,fans tuned into sports they hadnt paid significant attention to before,either because their favorites w

32、ere on hold or they just wanted to fill up some free time.And those new affinities have stuck.For brands,reaching sports fans is now a lot more complicated than relying on a set of media markets.UNDERDOGS RISINGI saw that I could stream cricket,and decided to watch one day and got hooked on it.I sti

33、ll dont understand all the rules but I am learning.”Boomer male,NJThe 2004 comedy Dodgeball:A True Underdog Story featured a fake ESPN offshoot called“ESPN 8:The Ocho,”a channel for coverage of extreme niche sports,with the joke being that they were so wildly outside the mainstream that only a few h

34、ardcore obsessives would care.But now,sports once thought of as niche are big business,and not just because the real ESPN broadcasts an annual“The Ocho”programming lineup that features sports like corgi racing and tractor pulling.Sports that were unheard of a few years ago,or that were thought to be

35、 unable to gain a serious foothold in the U.S.,are attracting growing audiences,and the attention that advertisers crave.Professional baseball,basketball,football,and hockey once seemed to have an unbreakable lock on U.S.sports fandom and,indeed,they still get the most attention from sports fans.But

36、 thats changing.The big challenger,unsurprisingly,is soccer.Both mens and womens soccer have caught up to hockey in interest,according to Infillions research,and the WNBAfresh off a$75 million capital raise to supercharge the leagues footprintis right there with them.The New Sports Fan2021|Underdogs

37、 RisingSPORTS FANSOVERALLMENWOMENNFL FOOTBALL73%78%70%MLB BASEBALL45%53%38%NBA BASKETBALL43%52%34%COLLEGE FOOTBALL42%52%32%MENS COLLEGEBASKETBALL34%45%23%WNBA BASKETBALL26%29%23%WOMENS COLLEGEBASKETBALL 26%26%25%WOMENS SOFTBALL26%27%24%NHL HOCKEY22%26%18%WOMENS SOCCER21%20%22%MENS SOCCER20%23%17%Whi

38、ch traditional pro and college sports arethe most popular?We asked sports fans to tell us which sports they currently enjoy watching.The NFL remains the clear leader in interest from sports fans,undoubtedly because of how many otherwise casual fansor fans who ordinarily prefer other sportstune in to

39、 the Super Bowl every year.But from the rise of the WNBA to soccers newfound popularity in the U.S.,the numbers for sports beyond football get interesting.The New Sports Fan2223|Underdogs RisingNICHE GOING MAINSTREAMIn addition to soccer,other sports are emerging in the U.S.mainstream that had prima

40、rily enjoyed niche or overseas fan bases.Formula 1 car racing roared onto the Vegas Strip in November 2023 with its inaugural Las Vegas Grand Prix,attracting over 300,000 spectators and bringing the city a billion-dollar economic boost.And while a sports inclusion in the Olympics isnt an indicator o

41、f mass-market American fandom,three sports that have been on the rise statesideflag football,lacrosse,and cricketare highly anticipated upcoming additions to the quadrennial games.Womens sports,too,are finally having their moment.The all-time attendance record for any womens sporting event was broke

42、n in August 2023,for a volleyball tournament at the University of Nebraska.And sure enough,volleyball piqued the interest of Infillions survey more so than any other womens sport.Meanwhile,the first stadium specifically built for a womens professional sport is set to open in Kansas City,for soccers

43、Kansas City Current,co-owned by Kansas City Chiefs quarterback Patrick Mahomes and his wife,Brittany.One factor thats driving new sports into the mainstream is the unique preferences of digitally native younger sports fans.Except for basketball and soccer,the major traditional pro sports generate no

44、tably less enthusiasm among the youngest demographic of American adults than older cohorts.Some of this behavior will change as Gen-Z gets older,but in the meantime,Gen-Z is getting interested in emerging sports.The standout is boxing and mixed martial arts(MMA),which ranked as one of younger fans t

45、op sports in Infillions survey,with 35%of Gen-Z saying they enjoy watching it.A likely reason for this?They follow the MMA and UFC stars who have become TikTok celebrities,and vice versa.The New Sports Fan25|Underdogs Rising24The New Sports FanTHE RISING FIVEWant your brand to be seen alongside the

46、next big thing?These fast-growing sports stood out in Infillions research.Soccer:From Lionel Messi to Megan Rapinoe,soccer stars are finally household names in the U.S.and our research found both mens and womens soccer are even with NHL hockey in popularity.Womens Volleyball:With 32%of sports fans s

47、aying they enjoy watching womens volleyball,it was the most popular womens sport in our survey by far.Combat Sports:TikTok-famous fighters have propelled the likes of MMA and UFC to popularity among young viewers.Gen-Z ranked it higher in popularity than any other sports besides NFL football and NBA

48、 basketball.Cricket:Gen-Z respondents were twice as likely asfans overall to say they enjoy watching cricket,making this soon-to-be Olympic sport one to follow amongyoung viewers.Motorsports:Drive to Survive,a hit Netflix series about F1 racing,has made the historically Eurocentric car series a fres

49、h sensation among Americans.Millennials and Gen-Z ranked motorsports ahead of golf and tennis in popularity in our survey.Want to reach female sports fans?Youve got a great chance in 2024,thanks to the Olympics.Infillions research found that female sports fans are 25%30%more likely to watch the Olym

50、pics than male sports fans.The New Sports Fan2627|Underdogs RisingFans of soccer,F1,volleyball,and other rising sports are more likely to be heavy streaming viewers.Theyre frequently getting hooked on new sports because theyre able to find games and matches on networks and apps It gets difficult to

51、pin down sports fans when theyre tuning into multiple sports in a season,shifting their level of focus based on how well a team is doing,or getting deep into a sport that traditionally hasnt attracted much advertiser attention.Thats where dynamic targeting matters,especially with the decline of thir

52、d-party cookies.Survey-based first-party data like Infillions TrueTargeting can capture intricate preferences about sports fans habits.And privacy-proofed geolocation can help identify sports fans who are also spending time getting active at gyms or recreational facilities,or who prefer to watch gam

53、es at bars rather than at home,and more.Within an ad,interactive creative can offer opportunities for further audience segmentation.With a multipath ad experience such as the one Infillions TrueX ads can offer,you can include creative thats designed to appeal to fans of multiple sports and allow the

54、m to choose their favorite.Huge sporting events like the Super Bowl and the Olympics tend to draw sports fans who might not otherwise tune into linear TV,especially if theyre fans of sports that dont ordinarily air on cable or broadcast.Turning a Super Bowl ads creative and messaging into ads for mo

55、bile,CTV,and even digital out-of-home can keep up the brand momentum for consumers in that“constant consideration”phase who might be interestedbut not convertedby a splashy Big Game spot.Reaching someone who considers themselves a“sports fan”is no longer as simple as buying ads against a few key spo

56、rts in the right broadcast TV media markets.Whether youre looking for Formula 1 superfans or pickleball enthusiasts,here are a few tactics for reaching the highly individualized sports fan of today.UNDERDOGS RISING:MAKE BIG EVENTS A MULTIPLATFORM AFFAIR.THINKDIGITAL-FIRST.THINKDIGITAL-FIRST.ALEXA,TA

57、KE ME TO SPACEAmazon used Infillions TrueX technology to make an interactive offshoot of its Super Bowl LIII commercial,which ran across streaming video publishers.Viewers could control an“Alexa-powered”International Space Station in this eccentric ad narrated by astronaut Scott Kelly,which was hono

58、red by the OMMA Awards and Webby Awards.like Peacock and ESPN+.Theyre also not necessarily watching live as much,given the time zone differences for rising sports that are popular internationally but may be inconvenient for viewing in the U.S.Reaching fans of these sports demands a streaming-first s

59、trategy that prioritizes next-generation platforms,mobile apps,and other on-demand digital content.Even if the audience watches big games on linear TV,their digital devices are likely their top priorities,so meet them where they are.TAKE YOUR TARGETINGTO THE NEXT LEVEL.2829As the sports world makes

60、its long-anticipated shift to streaming video,sports fans are getting choosy about how they want to watchand theyre making it known to the streaming publishers they subscribe to.With fans often switching up streaming subscriptions based on which sports are in season,and vocally prioritizing price an

61、d user experience,being able to find them at a reliable place and time is no longer a given.Its a brave new world for the brands that want to connect with them.STREAMING SHOWDOWNSAs the world went digital in the 2000s and 2010s,and streaming media transformed the entertainment industry,sports covera

62、ge was comparatively slow in making the jump.Plus,sports were associated with live broadcasts,and streaming networks had become famous for the asynchronous,on-demand viewing that made the concept of“binge-watching”a household term.It didnt seem like an instant fit.But as we roll into the mid-2020s,s

63、portsincluding mainstream pro sportshave gained a clear foothold in the streaming world.NFL Sunday Ticket,the package that gives fans access to games outside their media market,has made the jump from DIRECTV to YouTube.Thursday Night Football is now on Amazon Prime Video.And the NBCUniversal-owned P

64、eacock has established itself as a destination for live and on-demand sports content,especially the Olympics and pro soccer.It also made streaming history in January 2024 as the exclusive broadcaster for the NFL playoff game between the Kansas City Chiefs and Miami Dolphins,a game that drew in 23 mi

65、llion viewers and made the day the highest-ever for U.S.internet traffic.“Im now watching football on Amazon Prime.”Gen-X female,MAThe New Sports Fan3233|Streaming ShowdownsSure enough,according to Infillions research,46%of sports fans say theyre watching more sports on streaming than they were pre-

66、2020.But even beyond sports,a plethora of streaming options has meant fans can be choosy about how they watch,what devices they watch on,and what subscriptions they purchase.And their preferences get interesting.DEVICE USE AND SPORTS VIEWINGOne long-held belief that marketers have had about sports c

67、overage has been that its best watched on a TVand,indeed,high-resolution TVs are often marketed to sports fans specifically for that reason.But research over the past few years has found that Gen-Z viewers,accustomed to mobile-friendly TikTok content,arent watching video on TVs like prior generation

68、s and possibly never will.Infillions research of Gen-Z sports fans,however,found a more complex story.SPORTS FANSOVERALLSTREAMING-FORWARDSPORTS FANSMILLENNIALSPORTS FANSLAPTOP ORDESKTOP COMPUTER 26%35%34%MOBILE PHONE 41%53%52%TABLET21%29%30%TV77%82%75%GEN-Z SPORTSFANS39%55%28%66%Sports fans who say

69、they often watch sports on the following devicesThe obvious caveat here is that content viewed on a TV can(and often does)also consist of linear content,not streaming.So,we also broke down the numbers to look at what we call“streaming-forward sports fans”the 46%of sports fans who say theyre watching

70、 more sports on streaming than they were before 2020.While overall theyre watching sports content on a variety of streaming devices,they still prefer to watch it on a TV82%say they often watch sports on TV,compared to 77%of sports fans in general.And what about digital natives?Millennial sports fans

71、,and even more so Gen-Z sports fans,are far more likely to split up their sports viewing on a variety of devicescomputer,mobile,and tabletthan the overall sports fan.But they certainly arent giving up the living room TV.In summary,a strategy for reaching younger sports fans isnt a TV-forward strateg

72、y or a mobile-forward strategy.Millennial and Gen-Z fans want sports content on the device thats most convenient to them at the time,and reaching them demands a truly cross-device marketing strategy.Now,lets move on to one of the most contentious topics in advertising:the so-called“subscription wars

73、.”35The New Sports Fan34CHAMPIONS OF CHURN?One thing is clear from Infillions research:Live sports alone do not make sports fans spring for a streaming subscription.As we saw earlier,many sports fans spend even more time watching movie and TV content than they do sports,and their preferences in stre

74、aming services align with this.PERCENTAGE OF SPORTS FANS WHO CONSIDERIT VERY OR EXTREMELY IMPORTANT PRICE88%SELECTION OF MOVIES/SHOWS86%ACCESS TO MY FAVORITE SPORTS71%AD-FREE OPTIONS60%ACCESS TO NEWS52%ACCESS TO SPORTS COMMENTARYAND ANALYSIS48%ACCESS TO HISTORIC GAMES/MATCHES 46%What sports fans pri

75、oritize in a streaming service That might seem surprising at first:Access to non-sports content on streaming is still even more important than sports content.Thats likely a testament to how much big-ticket sports content can still be found on cable and broadcast,even if its simultaneously available

76、on streaming.In short,many sports fans have switched their sports viewing to streaming because they were already watching other favorite content there.But price remains the top factor in sports fans decisions as to which streaming subscriptions to purchase,with 88%of survey respondents saying that i

77、ts“very”or“extremely”important to them.With streaming services getting more expensive across the board,subscribers feel pressured to be budget-minded.Indeed,talking about streaming today is impossible without mentioning subscriber churn,which currently stands at 47%annually,according to Parks Associ

78、ates.Infillions research found that,unsurprisingly,sports programming is a contributor to subscriber churn among sports fans.While just under a third of sports fans overall say theyve canceled a streaming subscription due to a change in the live sports provided,that number goes up to 38%among hardco

79、re fans and 47%among Gen-Z,younger viewers who may be more price-conscious.The New Sports Fan3637|Streaming ShowdownsSports and streaming:Are fans canceling over live sports?Have you ever canceled a streaming subscription because of a change in the live sports provided?29%38%35%47%YESYESYESYESSPORTS

80、FANS OVERALLHARDCOREFANSMILLENNIALSGEN-ZPEACOCK:According to Infillions research,80%of sports fans subscribe to at least one subscription-based streaming network,and 46%of sports fans say theyre watching more sports on streaming than they were before 2020.But its a big behavioral shift for consumers

81、,and its been key for streaming publishers to build awareness of the sports content they offer and provide an easy path to subscribe.NBCUniversals streaming network,Peacock,has worked with Infillion to deploy ads for major sporting events like the 2022 Winter Olympics and the 2023 FIFA Womens World

82、Cup,across online properties frequented by streaming audiences.These ads made it easy for users to sign up for a Peacock subscriptionand sure enough,Peacocks breadth of live sports content helped it add 4 million new subscribers in Q3 2023.But when sports fans cancel a streaming subscription over sp

83、orts,they often arent gone for good.They frequently resubscribe when the same sport comes back in season the next year.For advertisers,this can be a challenge.You cant always reach the same sports fan in one place for long.And with many,especially younger viewers,viewership is fragmented not just ac

84、ross publishers but also across devices.The answer for advertisers is at once simple and complex:Go big.The New Sports Fan3839|Streaming ShowdownsReaching sports fans seamlessly and sustainably means having a comprehensive advertising strategy across streaming publishers.A hardcore As we have seen,M

85、illennial and even Gen-Z viewers still preferto watch sports on the big screen,but theyre also watching toa high degree on desktop,mobile,and tablet.This is why,to use a tactic from the last section of this report,cross-platform and cross-device campaigns are so important.Consider retargeting viewer

86、s of a connected TV ad using rich display media,like Infillions NeXt,to help move them closer to a purchase.60%of sports fans say they are“very”or“extremely”likely to prioritize streaming services with ad-free options,which is in line with the preferences of streaming subscribers overall(about two-t

87、hirds say they either prefer entirely ad-free services,or those with multiple tiers).But sports fans,like viewers ingeneral,are far more likely to prioritize the cost of a service,which means that many fans are subscribing to ad-supported services even if its not what theyd ultimately prefer.Theres

88、a huge opportunity for advertisers to capitalize on this friction.Interactive units like Infillions TrueX ads can allow users to reduce their ad loads while producing the same brandlift with fewer exposures.Consider ads that make it easy for fans to get back to the content they want,through add-to-c

89、art shoppable features or a QR code scan that lets them finish interacting with the brand on their mobile phones later.Because even when they arent watching live games,sports fans appreciate the attention to a good user experience.With quality ads,everybody wins.STREAMING SHOWDOWNS:PRIORITIZE USER E

90、XPERIENCE.PRIORITIZE USER EXPERIENCE.CAST A WIDE NET WITHSTREAMING PUBLISHERS.CAST A WIDE NET WITHSTREAMING PUBLISHERS.People are naturally competitive,and a classic Cornell University study found that sports fans are even more so.And sure enough,Infillions Creative Studio has found that ads that ta

91、ke the form of a game drive some of the highest engagement among users.So,why not engage sportsfans that way?Nonprofit Play Rugby USA,which brings the sport of rugby to underserved youth,worked with Infillion on a“two-screen”experience to drive awareness for the organization.Connected TV viewers cou

92、ld snap a QR code with their mobile phones that turned the phone into a game controller so that they could try out virtual rugby kicks on TV.fan may be watching football on one streaming subscription,basketball on another a few months later,and soccer on a third subscription after thatand they may k

93、eep all three subscriptions year-round,or switch them up for cost-effectiveness.Even a fan who only follows football would most likely want multiple subscriptions to catch every single one of their favorite teams games,plus additional ones for documentary content.PLAN MEDIA ACROSS DEVICESESPECIALLY

94、TO REACHYOUNGER VIEWERS.ADS THAT GET FANS PLAYINGLITERALLY4041New sports fans are being minted through unconventional means,such as scripted or documentary TV series,viral and meme-worthy momentsand,yes,the Taylor Swift effect.Concurrently,young fans in particular are looking for new content channel

95、s,from podcasts to fantasy sports news sites,to engage with their favorite sports long after the game ends.CONSTANT CONTENT“I am watching more football than ever.The storylines are fun to watch and it is the best sport to bet on.”Gen-X female,OHIn September 2023,rumors had been flying that pop star

96、Taylor Swift,fresh off her record-breaking Eras tour in the U.S.,was dating tight end Travis Kelce of the NFLs Kansas City Chiefs.The speculation had been stoked by Kelce mentioning on“New Heights,”the podcast he cohosts with his brother,Philadelphia Eagles center Jason Kelce,that he wished hed gott

97、en to meet Swift when her tour had stopped in Kansas City.And when Swift showed up at a Chiefs game alongside Kelces mother,causing the internet to go nuts,the relationship was effectively confirmed.A viral tweet about Swift eating“chicken with ketchup and seemingly ranch”spawned a meme that got bra

98、nds like Heinz in on the fun.Sales of Kelce jerseys jumped by 400%,and he rocketed to the top of fast-growing sports betting markets.And connected-TV giant Roku said that the game had seen interest among women in the 1849 demographic(in other words,prime“Swifties”)jump 63%from just the previous week

99、.Sports podcasts.Mainstream betting markets.Memes upon memes.And the very real phenomenon of“NFL Swifties.”Welcome to the new world of sports fandommore diverse and far less predictable than a linear TV-dominated sports landscape,where there are far more outcomes and variables than just who wins.On

100、the one hand,this certainly makes it more complex for advertisers looking to reach sports fans.On the other hand,its creating more entry points for brands,and more opportunities for previously disengaged consumers to tune into sports culture.The New Sports Fan4445|Constant ContentPERCENTAGE OFSPORTS

101、 FANS WHOCONSIDER IT VERY OREXTREMELY IMPORTANTPERCENTAGE OF MILLENNIALSPORTS FANS WHOCONSIDER IT VERY OREXTREMELY IMPORTANTPERCENTAGE OF GEN-ZSPORTS FANS WHOCONSIDER IT VERY OREXTREMELY IMPORTANTACCESS TO MYFAVORITE SPORTS 71%74%71%AD-FREE OPTIONS60%66%73%ACCESS TO SPORTSCOMMENTARY ANDANALYSIS48%53

102、%64%ACCESS TO HISTORICGAMES/MATCHES46%54%60%How do younger sports fans preferences differ from fans overall?YOUNGER SPORTS FANS WANT MORE CONTENT,NOT LESSDespite widespread concern that younger Americans arent showing an interest in live sports,the real story is much more nuanced.As we mentioned ear

103、lier,Infillions research found that members of Gen-Z are just as likely to consider themselves sports fans and hardcore fans compared to the average adult.Lets start by going back to one of the questions we asked our survey respondents about sports content that they prioritize on streaming,and take

104、a look at what Millennial and Gen-Z respondents said compared to the general sports fan population.Regardless of age,seven in ten sports fans prioritize access to their favorite sports on streaming.But Millennial and Gen-Z also want sports content beyond live games.Theyre accustomed to having access

105、 to nearly unlimited podcast commentary,from Barstool to the Kelce Brothers.And younger viewers who arent tuning into as many live games still want the social media-friendly recaps and analyses that can fill them in on what happened.Sure enough,while we found that 54%of sports fans say they keep up

106、with all the latest sports news and analysis,that number jumps to 60%for Millennial and 61%for Gen-Z.But waityou may have taken note of a less savory number in there,which is that Millennial and Gen-Z show an even greater desire for ad-free content than the general sports fan population.Once again,t

107、he real story is more nuanced.One,just because people say they prefer their content to be ad-free doesnt mean theyll pay extra for it.And two,further Infillion research shows that younger sports fans dont mind having brands involved.They just want those brand integrations into their favorite sports

108、to be relevant and engaging,not out-of-place or interruptive.The New Sports Fan4647|Constant ContentWe asked sports fans to tell us if they agree with the following statements:SPORTS FANSOVERALLMILLENNIALSPORTS FANSGEN-Z SPORTS FANSIM MORE LIKELY TO BUYPRODUCTS OR SERVICESTHAT SPONSOR MYFAVORITE TEA

109、MSAND ATHLETES 51%59%65%I LIKE SEEING TEAMSAND ATHLETESI FOLLOW IN ADS58%65%76%I APPRECIATE IT WHEN ADVERTISERS SPONSORA GAME53%64%56%SPORTS BETTINGWINS WITH YOUNGER FANSBeing able to bet on games or participate in fantasy leagues is core to the sports experience for younger fans in particular.Infil

110、lions research found that while 34%of sports fans overall regularly bet on the sports they watch,that number goes up to 46%for Millennial fans and 51%for Gen-Z fans.To tap into these young,gaming-friendly fans,why not turn your ads into games?Infillions creative team can build in scratch-off challen

111、ges,3-card monte,memory-based match games,and more.DIGITAL NATIVES,DIGITAL-FIRST CONTENTIt seems like a paradox:Gen-Z is made up of enthusiastic sports fans,yet research shows theyre watching less live sports content.Gen-Z trend expert Casey Lewis gives us the reason:“Televised sports are boring com

112、pared to what Gen-Z is used to consuming.Can you imagine a young person sitting down and watching a long,slow golf tournament?No way!Thats why franchises like LIV and TGL are appealingthey combine experiential and digital with sport,making it more engaging in the moment.Bringing in experiential and

113、digital also makes the sport itself more likely to go viral in clips online.”CONTENTThe key here is for advertisers to understandand to make it clear to fans and viewersthat their role is to support the team,the game,and the fans.Millennial and Gen-Z sports fans out-index the general sports fan demo

114、graphic in wanting brand experiences that tie directly to their favorite athletes and teams.They also look favorably upon advertisers when theyre seen as sponsoring and supporting a game rather than running interruptive ads in it.Its important for advertisers across the board to understand that they

115、re what stands between a consumer and the content they want to see.But thats doubly true with advertisers targeting sports fans.While 63%of sports fans surveyed by Infillion said that they pay more attention to sports on TV than they do when theyre watching other TV content,66%of them say they often

116、 tune out during commercial breaks.The onus is on advertisers to keep viewers interested with relevant,engaging ad creative that taps right into the same emotions that sports fans experience when watching the game.The New Sports Fan4849|Constant ContentThe research is clear:Sports fans media consump

117、tion goes far beyond the games,CONSTANT CONTENT:RETARGET SPORTS FANS ACROSSTHEIR FAVORITE CONTENT.RETARGET SPORTS FANS ACROSSTHEIR FAVORITE CONTENT.According to Infillions research,58%of sports fans say that playing sports was a highlight of their childhoods.A commitment to youth sports,or broader y

118、outh initiatives supported by pro athletes,can be a real winner for brands looking to reach sports fans in the making.Infillion helped Intuit create an interactive ad that highlighted NFL wide receiver Robert Woodss advocacy for its job-readiness programs in the L.A.area,tapping into his childhood a

119、nd early football days in the region.Viewers could learn more about the program than theyd be able to in a traditional TV spot,and could click through to learn more.especially for younger viewers.If youre running a campaign across live sports,consider retargeting fans with dynamic display ads like I

120、nfillions NeXt to stay connected with them as they immerse themselves in sports-adjacent media,from fantasy sites to commentary hubs.Fans appreciate when ads incorporate their favorite teams and athletes.With a combination of advanced creative and programmatic ad technology like Infillions MAKE YOUR

121、 ADS HYPER-RELEVANT.MAKE YOUR ADS HYPER-RELEVANT.MediaMath,ad creative can be easily and seamlessly swapped in to customize an ad for the location,the time of day,the weather,or even how a teams doing at that point in the season.Giving sports fans something more personalized to seize upon can help g

122、et back that hard-to-capture attention.Thanks to the likes of TikTok and Instagram Reels,when something unexpected happens during a live sports event,the world knows about itand gets to SEIZE THE MEMES.SEIZE THE MEMES.see it remixed in real time.While some of these viral moments are truly unexpected

123、(nobody planned that black cat on the field at the Giants-Cowboys game),smart maneuvers from brands can win,too.Just look at what happened during college footballs inaugural Pop-Tarts Bowl,where an oddball edible mascot became the most talked-about moment of the game,taking the showdown between Nort

124、h Carolina State and Kansas State well beyond an audience of fans alone.WHEN SPORTS MERGEWITH BRAND SOCIALRESPONSIBILITYThe New Sports Fan5051|Constant ContentLive sports took a blow during the COVID-19 lockdown but emerged from it with record crowds,but with a new challenge:Fans today want live spo

125、rts to be a full,end-to-end experience,even a multi-day one.Theres a fresh new opportunity for retail,hospitality,and travel brands to be part of the always-on sports fans lifestyle.FANDOM 360There are few things in life as emotional and visceral as being there in person when your favorite sports te

126、am scores a huge winthe collective energy,the roller coaster of anticipation,and the lifelong memories it creates.And this good sentiment translates to the brands that get involved.As we covered in the previous section,over half of sports fans say they appreciate when advertisers sponsor a game,and

127、a similar percentage say theyre more likely to buy products or services that sponsor their favorite teams.Its no wonder brands pay enormous sums of money for stadium-naming rights.In 2019,financial services company SoFi paid a reportedly record-breaking$625 million to put its name on the brand-new s

128、tadium that the NFLs Los Angeles Rams and Los Angeles Chargers call home.But thats a sum thats out of the question for most brands,and even when it comes to smaller brand buys within a stadium or arena,theyve traditionally required a full-season or even multi-year sponsorship commitment.“Post-COVID,

129、Ive been going to as many games in person as possible.”Millennial female,CAThe New Sports Fan5455|Fandom 360Young sports fans receptivity to stadium adsPercentage who say they often notice which brands are stadium sponsors62%MILLENNIAL SPORTS FANS67%GEN-Z SPORTS FANSHere,more than anywhere else in t

130、he world of sports fandom,COVID-19 upended things.Live sports attendance was banned or heavily restricted for over a year,leaving fans out of a routine,and teams and arenas out of a revenue source.But 62%of sports fans in Infillions survey say theyre watching in-person sports as much as or more than

131、 they were pre-COVID.Thats great news.Because sports stadiums are a fantastic place for brands to get visibilityespecially among the young audiences whose attention they crave.And heres the even better news:Stadium advertising is more accessible and can produce more ROI than ever before.Thanks to fl

132、ighted advertising options like Infillions InStadium,digital advertising within stadiums can be purchased on a flighted basis.That opens it up to brands who dont want toor cantcommit to a longer term sponsorship.This is particularly amplified in verticals like entertainment,where film and television

133、 studios are only looking to promote a specific movie or TV show in the weeks leading up to release.Campaigns are also now able to be much more targeted around a particular date like Halloween or tax day.Plus,digital out-of-home in stadiums can be configured to be visible on TV broadcasts,opening un

134、ique creative up to more exposure.For truly unique activations during halftime or game breaks,advertisers can strategically place brand ambassadors or social media influencers in the stadium to capture footage and post it for potentially millions of additional exposures.The New Sports Fan57|Fandom 3

135、6056BEFORE A GAMESPORTS FANS OVERALLAFTER A GAMEGO TO A BAR 46%47%GET FAST FOOD 58%60%GET A SIT-DOWN MEAL 57%54%GO SHOPPING 37%30%BEFORE A GAMEMILLENNIAL SPORTS FANSAFTER A GAMEGO TO A BAR 61%60%GET FAST FOOD 65%71%GET A SIT-DOWN MEAL 67%66%GO SHOPPING 50%40%BEFORE A GAMEGEN-Z SPORTS FANSAFTER A GAM

136、EGO TO A BAR 58%63%GET FAST FOOD 78%83%GET A SIT-DOWN MEAL 72%70%GO SHOPPING 58%53%LIVE SPORTS IS A LIFESTYLEInfillions research picked up on another rising opportunity for brands targeting in-person sports audiences:the whole game day,not just the game.Tailgating at a sports arena on the outskirts

137、of town,surrounded by little more than an enormous parking lot,is no longer the norm.Many newer arenas now anchor planned walkable neighborhoods that contain restaurants,bars,shopping,hotels,and even residential and office space.Atlantas Battery development surrounds the MLBs Braves new Truist Park,

138、and the New York Mets Citi Field may soon be surrounded by a similar hospitality and entertainment complex.This isnt just a real estate developers push.Fans,especially younger ones,want a live sports outing to be a multi-stop affair,which creates real demand for these stadium-centric complexes,or“ad

139、ult playgrounds,”as Axios called them.Infillions research backs this up,and brands should take note.What do fans enjoy doing before and after a game?Here are the percentages who said theyre“very or extremely likely”to do the following.The New Sports Fan5859|Fandom 360How many sports fans say theyd b

140、e“very or extremely willing”to travel to watch a big game or tournament in person?SPORTS FANSOVERALLMILLENNIALSPORTS FANSGEN-Z SPORTS FANSREGIONALLY(UNDER100 MILES)60%69%77%NATIONALLY(100+MILES,WITHIN THE U.S.)34%43%48%INTERNATIONALLY26%35%47%Sports fans media consumptionespecially that of younger f

141、ansnow includes a multimedia diet of recaps,podcasts,fantasy leagues,and social media content.Similarly,their live sports attendance has now become an outing that includes bar and restaurant visits,and even shopping,potentially both before and after the game.This is a key learning for retail,food an

142、d beverage,and hospitality brands,particularly those whose products and services are available within walking distance of sports venues and could benefit from geolocation and dynamic messaging on game day.SPORTS TOURISM:THE NEXT FRONTIERSports team fandoms are increasingly no longer confined to home

143、towns,media markets,or even national borders.When Infillion asked the sports fans in our survey to name their favorite teams,soccer franchises based in Europe and the U.K.Chelsea FC,Real Madrid,Bayern Mnchen,and Arsenal were among the top picksregularly popped up,alongside hometown NFL and NBA teams

144、.Argentinian superstar soccer player Lionel Messis move to MLS Inter Miami CF has given the team a footprint far outside southern Florida.Infillions research found that American sports fans are increasingly willing to travel long distances to watch their favorite teams play,including internationally

145、,whether theyre following their favorite NFL team to a game in Frankfurt or flying to the U.K.to see Chelsea FC play in person.The New Sports Fan6061|Fandom 360This obviously has big implications for travel and tourism brands looking to market to American sports fans open to the idea of taking a tri

146、p across the country or abroad.Indeed,these numbers back up a few emerging trends:American sports go global.American pro sports have been turning to global audiences to fuel their growth.The NFL announced in December 2023 that it would be doubling the number of games played outside the U.S.from four

147、 to eight,and brands are already getting in on the action.Jameson Whiskey ran a campaign with former quarterback Ryan Fitzpatrick to petition the NFL to schedule a game in Dublin.In the NBA,the Brooklyn Nets overseas games have given them an enormous international fan base,particularly in France,whe

148、re the teams NBA Global Game in January 2024 against the Cleveland Cavaliers was accompanied by a Brooklyn pizza pop-up and a Notorious B.I.G.tribute concert.(It doesnt hurt that“trs Brooklyn”emerged as a slang term for“cool”in France a decade ago.)Some diehard American fans are following their favo

149、rite teams abroad.Tanya Giles,a hardcore Buffalo Bills supporter,flew to London to see the team play an international game.“It was incredible how the Bills fans came out in full force,with gatherings at The Admiralty each night.And the energy and excitement walking from the station to the stadium wa

150、s phenomenal.The overflow of partying in the pubs and streets was the perfect substitute for a traditional Bills tailgate,complete with multiple rounds of the Bills Shout song.”Knowing how legendary Bills tailgates are,thats saying something.Bucket list experiences.Apple TV+s soccer-themed hit Ted L

151、asso is credited with supercharging soccers rise among U.S.sports fansand a boost in tourism for Richmond,the quiet London borough where the show takes place.But before the show had even premiered,British tourism agency VisitBritain found that international trips to the U.K.that included watching a

152、live soccer match were up 66%since 2011.Wisely,Apple TV+picked up the rights to Major League Soccers MLS Season Pass programming in 2023,just as Ted Lasso ended its run.Don Steele,a New York City-based superfan of North Londons Arsenal FC,has taken three trips across the pond primarily to see the so

153、ccer(er,football)team play.“As special as the games are,there is something magical about the walk from a tube stop to a stadium with the other fans,walking by(and going into)the pubs along the walk,buying scarves that relate to the teams histories,and of course hearing songs you can only faintly und

154、erstand on TV,”Steele explains.“The atmosphere is truly second to none and I always feel uplifted by the experience.”The New Sports Fan6263|Fandom 360 This,once again,is a trend that is more pronounced in younger viewers.Nearly half of Gen-Z sports fans say theyd be down to travel abroad to watch th

155、eir favorite team play.Gen-Z trend expert Casey Lewis weighs in:“We know young people are spending more on experiences than things.I think part of that is wanting to experience something in real-time with others.A lesser but still significant part of that is being able to flex about your in-person e

156、xperiences on social mediadoing cool stuff makes for compelling social content.”Vegas bets big on sports.Las Vegas didnt even have a professional sports team a decade ago.Now,it has representation in the NHL,NFL,and WNBA,with an MLB team arriving in 2025,and has looked to sports tourism for big even

157、ts like the Formula 1 Grand Prix and Super Bowl LVIII as major economic drivers.The citys tourism board has officially changed its slogan from“The Entertainment Capital of the World”to“The Sports and Entertainment Capital of the World.”Its telling that a resort city dependent on tourist dollars sees

158、 sports as its next big thing.The New Sports Fan6465|Fandom 360Sports stadiums have been investing in improved technology to animate player introductions,scores,and,yes,even ads.FANDOM 360:ADVERTISE OUTSIDE THE BOX,WHILE INSIDE THE STADIUM.ADVERTISE OUTSIDE THE BOX,WHILE INSIDE THE STADIUM.Infillion

159、s promotion for Netflixs Sonic Prime series took to NHL arenas with a 3D visual extravaganza that brought the well-known cartoon character Sonic the Hedgehog directly to the ice,with social media influencers placed in the stands to share the experience far and wide.The cutting-edge activation won th

160、e out-of-home categories at the 2023 Creative Media Awards and ThinkLA IDEA Awards.Infillions InStadium has access to ad inventory in 97%of pro and college sports facilities in the U.S.and can bring flighted ad campaigns to life,ranging from 3D video in the arena to augmented reality on the JumboTro

161、n.With these immersive campaigns potentially available to TV broadcast viewers or strategically shared fter the fact on social media,the audiences can be orders of magnitude larger than that of a sold-out game.When users opt to share their location data,either as part of a teams ticketing app or thr

162、ough other avenues,SUPPLEMENT STADIUM CAMPAIGNSWITH GEOLOCATION POWER.SUPPLEMENT STADIUM CAMPAIGNSWITH GEOLOCATION POWER.advertisers can easily reach fans in a privacy-safe way when theyre in a stadium,near a stadium,or show patterns of regularly going to games.Infillions geolocation data can even u

163、se this to supplement InStadium ad campaigns to later retarget fans whove seen out-of-home or digital activations while at games.Stadium advertising used to target an audience that was reliably local.Now,fansparticularly younger onesare increasingly interested in THINK OF SPORTS FANS AS FARMORE THAN

164、 LOCAL CUSTOMERS.THINK OF SPORTS FANS AS FARMORE THAN LOCAL CUSTOMERS.making their sports obsessions national or global.And game highlights,including branded ones(hello,Pop-Tarts),have the potential to go viral in postgame,short-form content in recaps,and on social media.Brands that never thought th

165、ere would be a fit for them on the field can now reap the benefits of a more mobile,global,tech-savvy,always-on sports fan base that increasingly sees fandom as a lifestyle that keeps going long after the game has ended,and well past the confines of their hometown or media market.ANICE-SHATTERINGSUC

166、CESSThe New Sports Fan6667|Fandom 360WINNING SPORTS FANSWITH THE INFILLIONPLAYBOOKSports fans are more diverse than ever before,and so are their media habitsand for marketers,that can make reaching them seem more complicated than the rules of NBA free agency.Thats where Infillion comes in.Our bespok

167、e media solutions can help you reach any kind of sports fan,from lifelong soccer enthusiasts to newly minted NFL Swifties.Heres how we do it.THE MOST DYNAMIC AUDIENCES IMAGINABLE.Sports fans preferences and habits can change quicklywhether a favorite team has made the playoffs or whether a particula

168、r sport is in season can dictate their viewing habits,paid streaming subscriptions,what neighborhoods theyre spending time in,and use of sports-related apps and news sites.Infillions dynamic,first-party targeting,which makes use of flexible survey data and geolocation,can make sure that fans are bei

169、ng targeted by their preferences right now,not by rigid and outdated intelligence.The New Sports Fan6869FRONT-AND-CENTER BRAND EXPERIENCES IN LIVE VENUES.Live stadium audiences offer premium,rapt attentionand fans,especially younger ones,say they appreciate seeing brands support their favorite teams

170、.With access to 97%of pro and college sports arenas,Infillions InStadium can put your brand front and center,with everything from static billboards to immersive sight-and-sound experiences during breaks.Our Creative Studio can talk you through all the possibilities and identify the arenas with the t

171、ech capacity to bring first-to-market innovations to life.Plus,use Infillions geofencing to retarget audiences who have visited those arenas and seen your brands activations.71The New Sports Fan70The New Sports FanFEWER ADS.BETTER BRAND LIFT.MORE TIME WATCHING THE GAME.Sports fans made it clear in o

172、ur research:Ad breaks can easily be interruptive and irritating.But with Infillions TrueX ads,viewers can opt into engaging with an interactive ad unit in lieu of traditional commercial breaks,saving them time that theyd otherwise spend watching video ads.If youre specifically aiming to engage sport

173、s fans and are looking for a brand experience theyll love,you can even make your ad take the form of a game or racethe skys the limit.SCALE FOR TODAYS ALWAYS-ON SPORTS FAN.Infillions premium advertising and choice inventory are supercharged with the addition of MediaMath,the industrys most advanced

174、programmatic DSP technology.With MediaMath,reach sports fans across the apps,content outlets,and devices where they engage with media ranging from podcasts to fantasy sports news and more.Build custom audiences and reach them efficiently,with the impactful creative that Infillion does best.Start pla

175、nning your sports marketing playbook.Learn more and reach out to us at .7273The New Sports FanABOUT INFILLIONInfillion is an advertising technology and solutions company that has built the most advanced media-buying platform in the digital advertising industryoffering CTV,value exchange products inc

176、luding TrueX,premium rich media and display,live fan experiences,location technology,and first-party data via its Gimbal commerce business.Infillions advertising solutions offer unparalleled engagement and scale,premium inventory,award-winning creative,and superior targeting and measurement,all unconstrained by walled gardens.Infillions mission is to improve user experiences and provide high-attention ad formats and services that respect consumers time,attention,and privacy.Learn more at