Golden Moments Still Have A Ways To Go In Sports…

On Saturday I was texting with my friend Corey Leff and he mentioned he was going to the Mets game Sunday so his daughter Madison could join other kids postgame and run the bases. I half jokingly commented, why would it be silly to have an opportunity for adults to run the bases…or shoot free throws…or do anything that kids could do as an incentive. Teams still treat those over 50 with passivity, so caught up on getting fans for life, that they neglect the over 50 crowd for incentives, promotions or special events. In some places we have seen some changes coming. The new Netflix Series “The Boroughs” is essentially “Stranger Things” appealing to an older quirkier cast. This past Sunday the New York Times ran a feature on businesses that are offering seniors a chance to fulfill their older wishes…some what of a Make a Wish for those getting up there. Sports. Not much.

Now you cannot watch a game without ads for Pharma, so broadcasters do realize that older fans are embracing sport like never before. The older audience is what has held live theater together; it is embraced by movies, yet sports seems to stay away…time for a re-think on how to engage more over 21 in promotions, while in no way slacking off on engaging the younger audience as well.

Let’s not forget, the older generation  knows how to activate in groups, has defined spending habits and in many cases purchases more high ticket items, like cars, more than any other segment of the population. They influence spending habits, young people, voting patterns and public policy. Yet for all the time sports looks to engage the young and the first adopter, the larger group still goes largely ignored. New fans used to mean younger, however with an aging and more active population, it is probably time for those engaging in brand building to start courting the audience more.

Pharma spends huge amounts on sports, yet most programs for activation are still targeted at the younger audience. Giveaways at games are always geared towards those 21 and younger. Yet seniors buy in blocks, bring those younger to games and can help motivate others to come. There has probably always been a reticence to court seniors as a quiet or graying crowd, one that would be averse to young and hip. Yet many teams and properties regularly run Throwback Nights to try and get the arena going, featuring music and clothes for a bygone era. Those who lived in that era, no thanks…those who like the music and are younger, cmon in. Even tennis and golf, two sports which play to an older demo, constantly fight to get younger, but why? We are getting older, living longer, getting healthier and spending more money as we get there if we have it, so why not actively pursue the group with viable promotions, targeted sponsor activation and even specific digital campaigns more, just like brands are doing?  Seniors are engaged and online and have great word of mouth activation, so the time has come to make them a target as much as the young or the families. They spend, they enjoy events, they get around and they purchase, it makes good business sense.

How about wearables and data collection as well? Active seniors will stick with brands and properties that stick with them, so building older influencers programs also makes great sense; their word of mouth can be just as impactful, and more cross generational, than those younger.

Now of course no one should abandon the elusive young demo. Certainly the thought of arenas filled with those over 50 may not be that visually appealing, even to those over 50. But a savvy mix for a dedicated age group that is not going anywhere and wants to engage and enjoy everything from NASCAR to MLS should also be a part of the marketing mix.

While there is no doubt that every sport wants to grab younger folks and engage more with every medium possible with its fans, the fact is that we as a society are still getting older, but staying more active than ever before.

So let’s see when…if ever…we get the Over 50 base run. It would make for some great senior moments.