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What we witnessed on Nick yesterday was the birth of Gen Z football.
A few thoughts...
A few thoughts...
Today's NFL is a behemoth because execs have shrewdly kept up with generational change.
Sunday Ticket kept bettors and Gen X transplants hooked in the 90s
NFL RedZone prioritized players (and fantasy owners) over teams, superserving millennials who hated commercials.
And now?
Sunday Ticket kept bettors and Gen X transplants hooked in the 90s
NFL RedZone prioritized players (and fantasy owners) over teams, superserving millennials who hated commercials.
And now?
Well, Gen Z has been hard to crack. In November, @RickMaese wrote "Sports has a Gen Z problem" in The Washington Post. https://www.washingtonpost.com/sports/2020/11/24/gen-z-sports-fans/
The first step is recognizing new fans need a broadcast all their own. In a world stuffed with niche entertainment, sports have to play to specific interest. In the future, there won't just be one kids feed, there will be many. But they'll likely share common themes, such as...
1. Connecting fans with stars. TV needs to bring players to life with off-field content and bring celebs onto streams.
“Humans are greater than highlights," as NHL CMO Heidi Browning says.
(The NFL is already partnering with over 1200 influencers.) https://www.sportico.com/leagues/football/2020/nfl-influencer-marketing-strategy-gen-z-1234615235/
“Humans are greater than highlights," as NHL CMO Heidi Browning says.
(The NFL is already partnering with over 1200 influencers.) https://www.sportico.com/leagues/football/2020/nfl-influencer-marketing-strategy-gen-z-1234615235/
2. Augmenting the experience. The game will just be the foundation for modern presentations, which will layer on contests and color and—yes—Slime Zones. Which brings me to...
3. Emphasizing fun. Gen Z is ~generally~ more interested in sharable silliness than controversy or debate. But so are most people.
How absurd is it that sports had to come up with an alternative feed that was ‘fun’ and ‘engaging’ and ‘watchable by kids'? It's sports!
How absurd is it that sports had to come up with an alternative feed that was ‘fun’ and ‘engaging’ and ‘watchable by kids'? It's sports!
Plus who doesn't love slime. More of this, please. https://twitter.com/ESPNNFL/status/1348446477492776960
Ultimately, it's worth remembering that much of the work will also have to be done outside of game windows, when fans will consume most of their content (and teams will make most of their money). A rethinking of commercials is also overdue (and happening, I believe).
Lastly worth noting: Leagues are increasingly adding execs from the companies that have figured out Gen Z.
DirecTV took inspiration from pirates and Europe in creating Sunday Ticket & RedZone.
The next model for sports coverage will likely be lifted from YouTube or TikTok.
DirecTV took inspiration from pirates and Europe in creating Sunday Ticket & RedZone.
The next model for sports coverage will likely be lifted from YouTube or TikTok.
