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Closing Bell

IMG Sports Marketing Symposium: Myhren On Targeting Millennials

Tor Myhren says that millennials, the generation that marketers most want to reach, are all about "we," and not about “I.” During the opening panel for the 10th annual IMG Sports Marketing Symposium, Myhren, President & CCO at Grey N.Y., said that could mean eventual changes to everything from government (perhaps a Congress whose members of different parties would actually work together?) to a rebuilding of the middle class, but in the meantime should determine how brands, leagues and companies approach the young but influential group.

That could be as simple as promoting groups of average, more relatable athletes rather than just a few superstars. “These people in the middle have incredibly passionate fan followings,” he said. “And with that incredible magnifier, which is the Internet, these fans become Paul Reveres, and they’re shouting it as loud as they can.”

Myhren said of sports still capturing live TV audiences, especially the Super Bowl: “I call it America’s last campfire, because it’s the only day where we all get together and sit around one place and we all experience that story together. It never happens other than that.”

Read more updates from the conference at our dedicated blog. Myhren was the subject of profiles this week in SportsBusiness Journal and AdWeek.com.

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NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

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On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

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