It was discovered that the immergence of social media coupled with the high price football tickets has reduced match attendance by younger audience. This on the other hand has created opportunities for brand marketing. The millennials and Gen X have similarities in media consumption. In April 2017, Katie Young in her Globalwebindex article titled “4 Things Every Marketer Should Know About Generation Z”, labelled Generation Z as internet users. Born into high-tech era of smart phones. 96% spend averagely 3 hours 38 minutes each day on their devices. They also access the internet on PC and tablets as well, so marketers should be aware of this behavioural trend. However, in the survey bellow it was found that Gen X (Older generation) also adapt …show more content…
The football industry cannot be disrupted by Generation Z style of support. In America, Mark Waller (NFL vice president) in an interview document with Periberg in 2014, said Generation Z involvement with football on social media in relation to fantasy football is being used as a marketing tool by NFL. Social media is valued in the daily lifestyle of 16-29 year olds thus becoming targets for brands. According to a survey by www.sponsorship-awards.co.uk, younger fans are extremely likely to engage with brands on social media. 44% and 63% were found to have liked brands in Twitter and Facebook respectively. However, in this research, certain articles and journals confirmed that football attendance by Millennials and Gen Z have been stable and on the rise with introduction of Wi-Fi in venues. According Maddox (2017), connectivity enhances the money capabilities of stadiums through purchases made from devices on food and drink, merchandise or seat upgrades and finding out parking spots or the nearest rest …show more content…
Online ethnographic interaction as in appendices 5 and 6 coupled with documents of copa90 reviewed 2016 confirms it. • Their consumption is based on mostly media power and always want to stay connected at all times while interacting. Forbes magazine of June 2017 and Globalwebindex article of 2017 by Katie confirmed the result of earlier interaction with fans on social media. These and more documents in section 4.2 were in synch with some publication in the literature review. • Through online interaction, it was discovered that Gen-Z wants to be engaged with brands associated with football as long as it is entertainment and not entirely sales-based. This was perfectly revealed by a survey conducted by www.sponsorship-awards.co.uk in 2017 amongst fans between 16-27 years as stated in section 4.2