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Are millennials swiping left on sports? an analysis of the causes behind young people’s apparent lack of interest in sports

MACCHERONI, FRANCESCA
Master thesis
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URI
http://hdl.handle.net/11250/2621959
Date
2019
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  • Master of Science [1525]
Abstract
A rising concern in many sports markets around the world is the seeming lack of

interest in sports among younger people. TV sports viewership from this

demographic is frequently down, event attendance is down, even sports

participation is down. Past research on sport consumer behaviour has offered

valuable insights on the possible motives that can be considered predictors of sport

consumption decisions. That said, most of these studies have been developed in the

form of survey based descriptive research, which makes it difficult to draw

conclusions on the possible causes of this phenomenon.

This study aims at closing a gap in the existent literature by developing an

explorative study that wishes to provide an initial understanding of how different

economic, behavioral and demographic factors can affect the involvement with

sports of different generations of sports fans.

The results indicate that some economic and behavioral factors have a significant

effect on sports fans’ involvement with sports. When it comes to generational

differences, however, the results do not support the idea that young sports fans have

a significantly different interest in sports compared to the previous generation.

This research offers several interesting managerial insights for sponsors, media

companies and sports clubs that are reliant on capturing the largest audience

possible for their sports.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
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Handelshøyskolen BI

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