YOUTH FANDOM

We analyzed fandom across six different sports/leagues in order to understand what creates and sustains fandom among younger generations. While sports fandom thrives on its ability to mold to younger generations, relating to young people through sports isn’t a one size fits all approach. Our research helps brands uncover what aspects of their favorite leagues resonates most with today's youth through the lens of team, league, and player-based fandom.

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THE CREATOR MARKET

From TikTok dances to gaming and fashion trends, content creators are more influential than ever and capturing the lion's share of the younger generation's media time. How did we get to this moment? What makes these creators so addictive and trustworthy? We uncover the answer to these questions and provide a guide for brands to effectively leverage emerging creators and make impactful partnerships for young consumers.

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GAMING X SPORTS CULTURE

Both sports and gaming have capitalized on cultural passion points to 1. become leading industries and 2. cast a wider entry point, thus bringing in a larger fanbase. The way Bleacher Report approaches sports can help brands reach and engage with young consumers in the gaming space beyond surface-level assumptions.

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ANNUAL YOUTH CULTURE REPORT [2020]

Gen Z approaches major life milestones differently than previous generations, prides themselves on their individuality, and lives their life in a constant state contradiction. We highlight the ways in which brands can lean into the contradictions in order to better understand and market to this generation.

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Why Social Engagement Matters

The fan experience as we know it has been permanently and fundamentally changed. As the industry navigates this shift, we identified the importance of digital community spaces for fostering conversations and connections for consumers and brands alike. We sought to understand why social engagement matters for brands by exploring the relationship between social engagement and the purchase funnel.

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Stay In. Play On.

With live sports coming to an abrupt halt, the sports industry has been faced with the challenge of providing some sense of normalcy through entertainment. Without a playbook to follow, we’ve been focused on creating our own. We sought out to provide insight into the consumer and consumption impacts of this global pause and illustrate how to collectively fit into this new normal.

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Women + Sports

We’re at an interesting inflection point as it relates to inclusivity, empowerment, and equality in the world of sports, especially as it pertains to gender. For Heartbeats v5, we sought to improve our understanding of women, how they define their individual interests and connection to sports, and what characterizes their fan experience.

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Annual Youth Culture Report [2019]

As Millennials grow up, Gen Z are coming into their own and are starting to make waves. In order to better prepare ourselves and our brand partners for this influential wave of consumers, we partnered with YPulse to investigate how Gen Z spends their time on and offline and uncovered which products and brands currently define them.

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Next Gen Soccer Fandom

The new age of soccer fandom is on the horizon. To help brands and marketers understand the growing opportunity from soccer, we explored the U.S. soccer fandom experience: fandom drivers, fandom amplifiers, fandom barriers, and receptivity to brand involvement.

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The New Sports Bettor

May 2018’s Supreme Court decision made sports betting a state-by-state issue. But what does it mean for consumer attitudes and behaviors? In Heartbeats v3, we uncover how younger fans are embracing sports betting.

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