Disruptive forces in sports are feeling the pressure as struggles at the Grand Slam Track signal challenging odds for change
Sports promoters worldwide are constantly seeking ways to grab the attention of younger audiences in an increasingly crowded media landscape. Newly commissioned research suggests a promising trend: repackaging heritage sports products for a younger demographic while maintaining the appeal for older fans. However, this approach requires adapting to the distinct preferences of younger viewers — namely, brevity, connectivity, community, and celebrity appeal.
You'll notice this modernization strategy everywhere you look, even in sports that traditionally seem geared towards older fans. For instance, the golf-centric LIV Golf competition might seem an older person's game, yet it strives for a younger appeal. On the flip side, grand slam track events and cricket (The Hundred with matches on the BBC) attempt to embrace youth culture in their shorter formats and messaging.
In the UK, the sports market has seen a modest, yet consistent growth in overall fanbase. This increase in internet users counts for around 10% over five years. Interestingly, linear TV sports viewership triumphed over streaming services, despite the expansion of on-demand content. This can be attributed to the preferred real-time experience of sports fans, as opposed to binge-watching genres like fiction or documentaries.
However, maintaining this support base and appealing to new generations in a booming media market remains challenging due to a stagnant broadcast revenue of approximately £3.4 billion per year in the UK. Here, football dominates, with a 71 percent share of the pie. Single-handedly scooping up such a substantial portion leaves little to go around for newer events seeking to assert their place in the marketplace.
The 2022 Ampere Analysis study on British broadcast trends backs these observations, revealing key insights into the mindset of the sports-loving public and the evolving demands on broadcasters. While some sports, like tennis and rugby, experienced a decline in popularity among young adults, the Olympics and popular American sports managed to gain footing with the youth.
Tennis and rugby's struggles to capture the attention of younger fans are no surprise considering their limited free-to-air coverage and the proliferation of media products competing for eyeballs. Interestingly, cricket struggled as well, but initiatives like The Hundred strove to regain the sport's appeal by embracing free channels like the BBC to generate buzz among a younger, digital-savvy audience.
Embracing this trend, numerous new sports competitions surfaced, such as the Grand Slam Track and LIV Golf, featuring shorter formats, social media integration, and well-known faces in the crowd or participating.
Yet, not all organizations seem to have caught on to the nuances of catering to the changing demographic's preferences. For example, the forthcoming ICC Women's T20 World Cup revealed a gaffe in its marketing strategy: a lack of explicit identification of the female athletes involved. To maximize ticket sales, it is crucial to openly acknowledge that the competition presents women's international games.
Navigating this ever-evolving sports broadcasting landscape involves both innovation and strategy. Drawing attention to new events requires balancing between curating content with massive appeal and resonating with younger audiences while maintaining a loyal older following.
- LIV Golf, typically regarded as a sport for the older generation, is making efforts to appeal to a younger demographic.
- Grand slam track events and The Hundred in cricket, despite being traditional, are attempting to connect with younger viewers by adopting shorter formats and embracing youth culture.
- In the UK, sports like tennis and rugby are facing declining popularity among young adults due to limited free-to-air coverage and increased competition for viewer attention.
- Cricket, however, is striving to regain its appeal among younger, digital-savvy audiences through initiatives like The Hundred and broadcasting on channels like the BBC.
- New sports competitions, such as the Grand Slam Track and LIV Golf, are incorporating shorter formats, social media integration, and recognizable personalities to attract a younger audience.
- The ICC Women's T20 World Cup may struggle with ticket sales due to a marketing strategy lacking explicit identification of the female athletes involved.
- Navigating the evolving sports broadcasting landscape requires a balance between creating content with widespread appeal, resonating with younger audiences, and maintaining a loyal older following.
