Lineage reposted this
There's more to sports than games. Networks, sponsors, and brands in the sports space are all learning that their audience is changing—fast. Millennials and Gen Zs love sports, but only 45% of fans aged 18-29 watch live sports broadcasts (YouGov). Gen Z fans are the least likely to watch sports on TV, attend a game, or cheer for a favorite team (Morning Consult). But they still want sports content. Globally, 40% of sports fans under 30 want to watch non-live, non-game sports content (Nielsen). In the U.S, almost two-thirds of sports fans under 45 are interested in lifestyle and shoulder programming, including 72% of Gen Z and Millennial men (Tubi/Fox). According to ESPN’s Mike Foss, “Gen Z's shift from traditional methods of consumption is not a pivot away from sports.” We agree: this is a pivot to multi-format, omnichannel sports entertainment. That’s why we started the Lineage Entertainment Company. We produce athlete-centric branded entertainment that younger sports fans crave—while giving brands more ways to play in today’s sports landscape. After 20 years in the business, we know branded entertainment can work hard for brands—and is more than a vanity play. Today, it’s the best, most efficient value driver for brands trying to reach young consumers. See for yourself at lineageentertainment.com. #Sports #BrandedContent #GenZ #Millennials #Athletes #Sponsorship
Excited to be working with Lineage and collaborating with brands and agencies on exciting new one-of-a-kind partnerships! LET'S GO!
Principal at Ridge Strategic LLC
1yTerrific post, wonderfully succint & rock-solid assessment.no question thatcritical mass of empirical research is pointing in the direction suggested. To extent I can track down cross-tabs from surveys noted, curious to look at them side-to-side. Esp. would want to know what % of fans under 30 in Nielsen survey report watching live sports broadcasts (understanding Morning Consult pegs it at 45%) basically, hope to get a sense from Nielsen re: if this cohort wants a greater % of non-game/lifestyle/shoulder in lieu of games, or if it wants such in addition to games. IIRC it was recently released Deloitte survey that found younger cohorts badly want a simplified/seamless experience in watching the particular sports/ganes they care to, when they want to - i.e. customizable clearinghouse.Obv given huge $ paid by the network giants for media rights & dispersion of leagues among that set, it’s awfully complex proposition to try to get operational. But I do believe in those findings - younger folks don’t want to waste minutes figuring out where to tune in. So impressed by what I’ve seen from Lineage Entertainment Company. Grest quality of creativity, production & first-rate forward-looking thinking. #brands #sports