Effective Sports Marketing Strategies For Young Adults
Date
6-18-2025
Document Type
Thesis
Degree Name
Master of Arts
Department
Kinesiology
Abstract
This study examined the most effective sports marketing strategies for engaging young adults (ages 18-25), a demographic with significant purchasing power and cultural influence. As sports leagues achieve record breaking advertising revenues, marketers face the challenge of maintaining growth by optimizing engagement with emerging consumers. Through a qualitative research approach utilizing surveys with both closed and open-ended questions, this study investigated which marketing methods generate the most engagement among young adults. The research focused on comparing traditional marketing approaches with social media strategies, which have revolutionized fan-brand relationships by creating unprecedented levels of interaction and community engagement. By analyzing participant responses through thematic analysis, this study aims to provide sports marketers with actionable insights into young adults' preferences and consumption habits. The findings will help sports organizations optimize resource allocation, develop tailored content, and build stronger relationships with this influential demographic, ultimately driving increased engagement and revenue in an evolving marketing landscape.