Key Takeaways
Rise of the Youth
Attitudes and frequency of engaging with sponsors peak among younger audiences
Younger audiences are more likely to be loyal to brands that are aligned with their lifestyle interests, and more likely to engage with brands as a result of sponsorship.
Receptivity and Age
18-24
40%
51%
9%
35-54
33%
51%
16%
55+
15%
53%
32%
Receptive
Selective
Non-Receptive
Attitudes towards Sponsors
All Adults
|
18-34
|
Index
| |
|---|---|---|---|
I feel better about companies that sponsor my favorite sports and entertainment events
|
60%
|
63%
|
105
|
I am more likely to purchase products or services from companies that sponsor my favorite sports and entertainment events
|
54%
|
58%
|
107
|
I am more loyal to companies that sponsor my favorite sports and entertainment events
|
53%
|
58%
|
100
|
I’ve talked to someone about a company associated with my favorite sports and entertainment events
|
47%
|
52%
|
111
|
Younger audiences are more excited and likely to engage with brands regardless of activity type
While anticipated engagement rates are high no matter the activity, brands should be steadfast in their design and execution of on-site programs that will resonate with event fans.
Likelihood to Engage at Events by Type of Activity
All Adults
|
18-34
|
Index
| |
|---|---|---|---|
Receive a free product sample (food/drink)
|
55%
|
58%
|
105
|
Receive a giveaway (t-shirt, water bottle, etc.)
|
53%
|
56%
|
106
|
Receive a free product trial (test drive car, use electronics, etc.)
|
46%
|
51%
|
111
|
Visit private area/lounge with free drinks/food
|
46%
|
51%
|
111
|
Attend a fireworks display
|
44%
|
50%
|
116
|
Visit an area with personalized gifts (clothing, tote bag, etc.)
|
43%
|
50%
|
124
|
Take/share photos on social media
|
41%
|
51%
|
112
|
Attend a concert/visit sponsor area to see a music performance
|
41%
|
46%
|
112
|
Scan a QR code with your mobile phone to participate in a promotion
|
40%
|
46%
|
115
|
Visit sponsor area for a meet & greet with celebrity or player/coach
|
36%
|
42%
|
117
|
Download the event app on mobile phone
|
36%
|
42%
|
117
|
All Adults
|
18-34
|
Index
| |
|---|---|---|---|
Use a phone charging station
|
34%
|
41%
|
121
|
Play a video game/digital game competition
|
34%
|
44%
|
129
|
Take part in a virtual reality (VR) experience
|
34%
|
43%
|
126
|
Participate in a sponsored promotion via app
|
33%
|
39%
|
118
|
Visit fanfare/fanfest
|
32%
|
38%
|
119
|
Participate in a contest based on team performance
|
32%
|
36%
|
113
|
Attend an open practice/rehearsal before event
|
31%
|
36%
|
116
|
Participate in physical activity/contest (basketball shoot, etc.)
|
30%
|
36%
|
120
|
Attend a fan tailgating event
|
29%
|
34%
|
117
|
Visit an area with hair/makeup application (temporary tattoo, etc.)
|
28%
|
36%
|
129
|
Speak with a company representative
|
23%
|
36%
|
113
|
