• July 2, 2001

If today's youth are tomorrow's consumers, the future looks strong for sports, according to the latest issue of SportTainmentsm News, by Harris Interactive. While, on average, adults are diehard or avid fans of four sports, youths are diehard or avid fans of seven. In terms of sports participation, 80% of youth participate in sports compared to 41% of the general population 18 and over. This 80% is also participating in more sports, averaging between seven or eight sports, compared to adults, whose average participation is in three or four sports.

Youth buying power and strong influence on family purchase behaviors are catching the attention of companies. A recent survey of nearly 4,000 youths online by Harris Interactive in July 2000 revealed that online youth aged 8 to 24 are currently spending at a projected rate of $164 billion per year. Businesses are now developing sponsorship promotions that appeal to this growing market. Texaco's NASCAR sponsorship, for instance, included youth-focused give-aways for fill-ups with the hopes that kids would encourage parents to stop there for gas.