Marketing and Sponsorship

Sports leagues use digital platforms to attract younger audiences

The major sports leagues have become "fluent in the jargon of digital media and say the digital platforms attract billions of views and likes," as their marketing officers "share a philosophy: Meet young fans where they are," according to Drape & Belson of the N.Y. TIMES. For the leagues, attracting young audiences is a "matter of survival." American society has "crossed a Rubicon that imperils the business of traditional sports." For the first time, children ages 12-17 place a "higher priority on being alone or spending time online rather than hanging out with friends or family." That is "scary to the leagues," which for generations have "relied on parents passing along their love of sports." Easy access to video games and social media has "taken a toll on participation in youth sports," while the pandemic "sapped the enthusiasm of young athletes even further." The pro leagues are now trying to "convert a passion for games into enthusiasm for traditional sports." The NFL works with about a "thousand pop culture and sports influencers who are football fans," including esports streamer Ninja. On TikTok, the league is "focused more on humor and on-field dialogue between players." The NFL also is "working with developers at Fortnite and Roblox." The NBA has "leaned into social media," producing "weekly game recaps on Twitch and YouTube." It also uses those platforms for NBA and WNBA players to "connect with the broader internet audience." MLB is "finding success with its YouTube channel" (N.Y. TIMES, 1/12).

SBJ Morning Buzzcast: June 24, 2022

Excel Sports scores at NBA Draft; Breaking down year one of the USFL; DP World Tour finally states its LIV Golf policy and big names in sports invest in Jackpot.

SBJ Unpacks: Thaddeus Young, NBA forward and venture capitalist

SBJ's Austin Karp posted up with NBA power forward Thaddeus Young. The 15-year veteran discussed his venture capital strategy, his investment in technology and much more.

SBJ Spotlight: Predicting which U.S. cities will host World Cup matches

SBJ Facilities Writer Bret McCormick and Soccer Writer Alex Silverman say five U.S. cities are locks to host World Cup matches in 2026. But they have different ideas when it comes to the rest of the field.

Shareable URL copied to clipboard!

Sorry, something went wrong with the copy but here is the link for you.