World Congress Opening Panel Focuses On Youth Appeal
The challenge of reaching young fans was a recurring theme on today’s opening panel at the ’18 CAA World Congress of Sports. For Cowboys Exec VP & Chief Brand Officer Charlotte Jones Anderson, that means staying relevant. Anderson: “How do we make them want to sit for the full experience? And if not, how do we take some of that content and offer it to them in a way that creates that same level of engagement?” Pac-12 Commissioner Larry Scott wants to be careful “not to overreact,” but has been surprised with student attendance levels at sporting events. Scott: “If you’re struggling to get students to walk half a mile for a $10 ticket, what’s gonna happen when they’re out in the work force and they see the price points?”
Ticketmaster North America President Jared Smith had a different take, noting that his company is seeing millennials spend more often for music than for sports. But he did note that leagues, with MLB being the leader, are creating more “cool factors” to make events more appealing to young fans. NBA President of Team Marketing & Business Operations and Chief Innovation Officer Amy Brooks noted her league is making similar youth efforts in the digital space, testing out different options with G League game telecasts on Amazon’s Twitch streaming platform.
Meanwhile, CBS Sports NFL analyst and Big3 Chair Amy Trask offered another perspective -- advising that the industry not alienate older populations when seeking to attract young fans. She noted one way sports is achieving this is by focusing on at-venue experiences that are important for those die-hard fans.