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Volume 22 No. 40
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Chasing the next generation of fans

Sports aims to connect with a future audience that is diverse in thought and ethnicity, challenged by economic turmoil and not afraid to ask for what it wants.
Photo: getty images / photo illustration by liz spangler Photo: getty images / photo illustration by liz spangler Photo: getty images / photo illustration by liz spangler In 2040, members of four American generations — X, millennial, Z and Alpha — will be in, or ent...

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