• The New York Times, Monday, June 11, 2007 11 AM

Marketers are becoming big boosters of high-school sports. The goal is to gain favor with student athletes and also their coaches, teachers and principals--not to mention their fans, friends and families.

Call them Millennials, Generation Y or baby boom babies, the 7.2 million children who played sports in high school during the 2005-6 school year represent a target market that has grown 80% since the 1971-72 school year.

High-school athletes buy all the obvious products--sneakers, gear, sports beverages--along with general items like grooming aids, magazines and video games. Many high schoolers shop for the family while their parents work, so they may be buying groceries along with items for themselves. Students can also influence the purchasing choices of their parents in important categories like cars, cell phones and PCs.

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