The concept of mindfulness has taken on a mind of its own. The trendy buzzword is getting a lot of buzz in the fields of psychology and education and most recently, the world of sports.
The practice of mindfulness might just be what you need to gain the extra edge you seek. The difference between hitting your goal and missing the target just might be a brief lapse of focus, a lack of confidence, or a bout of nerves. Your chances of success can be improved by practicing mindfulness.
What is the Zone? Mindfulness and Peak Performance
A state of meditation in which you purposefully and intensely focus on what you’re feeling and sensing, devoid of interruption or judgment, is known as mindfulness. Mindfulness encompasses a connection between the mind and the body, moment-to-moment awareness of ourselves and our experiences. It is not a new concept, as one of the core tenets of Buddhism, mindfulness dates back to the fifth century. Breathing methods, guided imagery, and other techniques are employed to relax the body and mind and subsequently result in the reduction of stress.
As an athlete, you spend countless hours training to get your body into peak performance mode. It is often said that sports are 90% mental and 10% physical, so…. how are you training your mind?
Practicing mindfulness stimulates “getting into the zone” and “staying in the moment.” These ideologies keep you away from entering the dark and dangerous realm of the “what if?” scenario. Consequently, you become more able to execute at your best, both psychologically and physically. Mindfulness will keep you present.
The practice of mindfulness has much to offer to all different kinds of athletes. It has proven to be advantageous in the reduction of stress, providing an increased tolerance to pain and intensification of focus. Psychologist, Dr. Kristen Race, author, and founder of Mindful Life, states that by “bringing out attention inward, we also activate the insular cortex of the brain. As a result, we experience a heightened sense of awareness of our body and improve the communication between the body and mind.” According to Dr. Race, “mindfulness helps train the prefrontal cortex, the part of the brain that creates a calm and alert state of mind, which helps us stay focused, avoid distraction and perform at our best.”
The Science Behind Focus, Stress & Athlete Performance
Stress is the enemy of athlete performance. A study published in the Journal of Health Psychology noted that athletes who practice mindfulness show a decrease in cortisol, the stress hormone. The practice of mindfulness allows the body to relax and tackle stressful occurrences in a healthier, more confident manner. Additionally, a study published in Perspectives on Psychological Science indicates that mastering the practice of mindfulness can strengthen the immune system by reducing blood pressure and improving cognitive function.
Research conducted by Kent University proves that practicing mindfulness improves pain management. The findings indicated that the injured athletes who incorporated mindfulness in their rehab regiment showed increased tolerance to pain leading to the ability to rehab harder.
Athletes that practice mindfulness gains a competitive edge. An improved level of performance occurs by the connection of the brain and body, thus boosting physical proficiency. Being able to adapt when your performance is not stellar and when your confidence and concentration wanes is a significant reason to add mindfulness to your training process. The development of an athlete occurs both on and off the field. Athletes need to build mental resilience as well as physical resilience.
“There are only so many ways we can continue to get bigger, faster, and stronger,” says Moawad has worked with athletic programs at the University of Alabama and Florida State, as well as the Jacksonville Jaguars and the LA Lakers. “If you change the overall mental mindset, you can see results faster,” says Moawad.
How Coaches, Brands & Athletes Can Harness the Zone Today
Mindfulness has become popular with elite professional athletes such as Lebron James, Jonny Wilinninson, and Novak Djokovic. Legendary Bulls and Lakers head coach Phil Jackson is credited with pushing mindfulness into the NBA by introducing it to teams he has coached. Jackson brought in in Trevor Moawad, a leading mental conditioning coach to work with the likes of Michael Jordan and Kobe Bryant who used mindfulness training to remain calm in their most crucial moments. Moawad who was named the “Sports World’s Best Brain Trainer” by Sports Illustrated in 2017 has worked with numerous college and professional athletic programs.
He teaches that “meditation is not trying to go anywhere or do anything. Meditation and being present is just seeing what’s there and letting it speak to you, the goal is to be present to what is.” He adds that “you communicate internally with yourself at about 800 to 1,400 words per minute, so your subconscious has a lot of stimuli that are consistently affecting it.”
The popular app, Headspace, created by the former Buddhist monk, Andy Puddicombe is used by 15 million people worldwide. Headspace for Sport includes activities geared explicitly for athletes. It has been touted for its effectiveness by many NBA players and has built a partnership with Nike. Athletes in the 21st century are continually pushed to higher and higher standards. Increasing mental and physical pressure results. Additional methods of training are necessary to achieve ultimate performance. Mindfulness offers a means by which an athlete can reach higher heights by a focus on training the whole body, from the head to toe.
When people think of professional athletes, many marvel at the ideas of superstars such as Lebron James, Tom Brady, and Serena Williams. However, as with any industry representation matters. When the opportunity arises for an Asian athlete to gain widespread mainstream attention and social media virality, those athletes must set an example for the billions of people watching them. With the rise in attacks and violence against people within the Asian American and Pacific Islander community, it is important to recognize the power that certain Asian American athletes have. It is important to understand why visibility and representation of Asians in sport is important especially during a historic time of racism and hate that is prevalent within our contemporary society.
The words “Diversity” and “Inclusion” are common buzzwords that are repeatedly thrown around to describe minorities in any setting. Yet, it is vital to understand what these terms mean for Asians that have solidified their position in their respective sports. In America, the most popular sports leagues to watch include the NBA, NFL, and the MLB. These entities are considered to be the pinnacle of sports leagues which translates to the most talented players in the world playing in these leagues. These leagues preach different variations about being inclusive and having some of the most diverse rosters in the world, but the numbers tell another story.
According to studies/articles from “The 2020 Racial and Gender Report Card: National Basketball Association” written by Richard Lapchick and David Zimmerman, they showcase the numbers behind the “racial inclusion” of these leagues. As stated by the listed sources previously; Asian-based athletes make up 0.4% of the NBA, partly 1.9% of the NFL, and the MLB groups in Asians with “other” which make up a total of 2.9%. These numbers only tell a part of the story, but it represents the entire issue as a whole. With this information being known, it is important to realize that the Asian community needs stars and role models to look up for both guidance and motivation. When there is an elite Asian Athlete in any sport, their impact has a reach far more than just the fans they look to entertain.
To address the importance of Asians in sport, we must first address the issue of the rise in violence towards Asians in American society. These brutal attacks on the defenseless victims who are often elderly individuals or young kids are completely disgusting to witness. When an issue as massive as this occurs, it is up to the community to decide how to react to these moments of brutality. We look to the examples set forth by great athletes such as Lebron James, Coco Gauff, and Natasha Cloud who led their communities during the Black Lives Matter movements. They are prime examples of minority athletes who are utilizing their platform for the betterment of their communities both locally and globally. With full respect to the athletes listed, it is time for the very few Asian athletes that have the same platform to act accordingly in response to this racial harassment.
With regards to the current racial conflicts going on throughout the country, there have been a few highlighted Asian American athletes that have stepped up to remind people why we as a people need to be seen. Jeremy Lin has acted as the poster child for Asian American athletes over the past couple of years. He carries that tremendous weight on his shoulders and continues to prove why he is still very much a leader both on and off the court. In a video posted by Bleacher Report titled, “Jeremy Lin Speaks on Rise of Racism Against AAPI Communities” he states, “We’re tired. We’re tired of our cries and anguish not being heard. We’re tired of our pain being overlooked. We’re tired of keeping our heads down or not making any trouble when our elders are being assaulted, stabbed, and killed. Wouldn’t you be?” Powerful statements such as this that are being broadcasted on various media sport-based outlets such as Bleacher Report is one of the main reasons as to why it is important to have Asians in sport.
Besides being able to speak out on social issues, utilizing the platform that is given to professional athletes has been a huge benefit to Asians that can make it to the professional level. Imagine how many young Asian kids playing sports are fearful because they are exposed to the constant offensive jokes that occur throughout their adolescence. Racial name-calling, jokes about foreign food, and even obscenities about the way we talk and the way our face looks are just some of the realities that Asian Americans must face in sports. The importance of Asians in sport goes way deeper than the ideas of representation and diversity. Throughout the timeline of professional sports Asians have had to battle adversities and break barriers to get to the point where they are today. The impact of Asians in sport represents all of the obstacles, misfortunes, and distress that they must endure getting to the professional level and even that isn’t enough. It should always be noted, that the Asian community will always support those who can make it to the peak of sports performance and that we as a whole feel an immense wave of pride whenever we see someone who looks like us do well in their sport.
Gambling in eSports has gotten out of control and could get even worse without proper regulations. There are two forms of eSports betting: cash betting on professional eSports games and skin betting. The first gambling companies to enter into eSports already had a foothold in the traditional sports industry. After noticing the exponential rise in eSports viewership and lack of eSports specific regulation, these companies pivoted into eSports in an attempt to capitalize off the emerging industry (Greer, Rockloff, Browne, Hing & King, 2019). In the years following the success of these firms, new betting platforms were created that offered their services exclusively to the eSports market (Greer et. al., 2019). Skin betting refers to the practice of using in-game cosmetics to bet on eSports games or as collateral for online games of chance (Greer et. al., 2019). For several years the eSports betting industry operated completely unchecked, posing a slew of ethical issues, particularly around competitive integrity and underage gambling (Dos Reis, 2017). While there have been crackdowns by marketplace operators and legislative bodies, many of the problems still exist today and new ones are emerging as eSports continues to mirror the gambling complex of the wider sports industry.
The Rise of eSports Betting: Cash vs. Skin Gambling
Skin gambling has routinely exploited the younger demographic of eSports viewers and has operated with far fewer constraints than traditional betting. Skins are typically acquired by in-game achievements, randomly through “loot-boxes”, or directly via purchases on the Steam marketplace (Greer et. al., 2019). These skins are typically tiered by the rarity with the most expensive skins going for tens of thousands of dollars and serving as an indicator of prestige (Greer et. al., 2019). Creating a Steam account where skins can be stored and sold is extremely easy and lacks any regulation. Potential users only need to be 13 years old, have a valid email address and if they want to make purchases on the account, any valid debit, credit, or gift card is required (Greer et. al., 2019).
Additionally, some sites allow consumers to trade their skins for tokens that can be used to play games of chance such as roulette, crash, and even poker. The winnings on these sites are higher valued skins but they can be withdrawn and sold on third-party sites for real currency. The excitement that is generated from users winning on these websites makes for extremely popular reaction-based digital content.
Under-Regulated Platforms and the Risk to Youth
As such, some social influencers have built their brands around this form of skin gambling which can cause more youths to develop an interest in betting. There have also been several high-profile scandals where social influencers mislead consumers about their financial connections to these gambling sites. For example, in 2016, Youtube stars Trevor “TmarTn” Martin and Tom “Syndicate” Cassel published videos where they gambled with skins on the website “CSGOLotto” (Frank, 2016). In their videos, Martin and Cassel claimed that they were simply using the sites for fun, when in fact they surreptitiously owned the site and were using a backend function to increase their odds of winning to create more thrilling content (Frank, 2016). However, their reactions to winning on the site were so fake that anonymous watchdogs investigated and caught wind of their fraudulent behavior (Frank, 2016). Scandals such as this caused some changes to regulation, primarily by the owner of Steam, Valve Corporation. Valve was able to take down many skin betting sites that required users to sign-in with their steam accounts in order to bet with skins (Greer, et. al., 2019). But without any government legislation to back up their rules, new sites have emerged and lackadaisical behavior by Valve has allowed them to operate unchecked (Greer, et. al., 2019). Without proper enforcement, the threat to the easily exploitable youth demographic of eSports will remain in perpetuity.
Despite crackdowns from Valve and game developers, skin gambling remains one of the biggest ethical issues that exist within eSports. Children are indoctrinated into skin gambling through in-game loot boxes. Technically, loot boxes can be opened for free if a player receives enough value from natural skin drops in the game to trade their items for a loot box key. But, the loot boxes are essentially slot machines that possess addictive qualities that can make any human make poor decisions, regardless of age. Adding onto that is the element of prestige that comes with having high valued skins, which further incentivizes individuals to bet. Most children do not have access to large bank accounts that they can pull money from to fuel their skin gambling addiction so those that have not formed a shell of integrity may attempt to use their parent’s credit card (Hardenstein, 2017). There are no additional authentication checks needed to use a credit card to buy skins on the Steam marketplace. Furthermore, credit card information could already have been linked to the children’s Steam account when their parent’s purchased games for them (Hardenstein, 2017). This means that children would not have to steal their parent’s credit card information to have access to an enormous amount of money to gamble with. It was several high-profile cases where disgruntled parents sued Valve for their lack of restrictions on skins and personal finances that led to the crackdowns that currently exist (Hardenstein, 2017). However, every time a skin sells on the Steam marketplace, Valve takes a 10% cut and the associated game developer to the skin being sold takes a 5% cut (Hardenstein, 2017). This made it in Valve’s best interest to keep the current system in-tact albeit with slower trading times.
At its peak in 2016 the skin gambling market for a single eSports title, Counter-Strike: Global Offensive (CS:GO), was worth $4.6 billion USD. Skin gambling in CS:GO was seven times more than total eSports cash betting at the time ($649 million USD) and more than four times the revenue that the entire competitive eSports industry is projected to make in 2021 (Hardenstein, 2017). These extraordinary numbers represent a fraction of the money that people are willing to spend within the eSports space and why many betting companies are sponsoring eSports teams and tournaments. With such a significant amount of unregulated money floating around in eSports, people will look to capitalize off the system in any way that they can. Perhaps the worst case of exploiting the skin market is when competitive eSports teams purposely lose a game in order to secure a large number of valuable skins. The visibility of the top level of eSports competitions makes it difficult to “throw” games without getting caught. However, because betting options still exist for semi-pro games that could average less than 100 viewers, there are high reward and low-risk opportunities for gamers who care more about money than competitive integrity (Hardenstein, 2017).
Match-Fixing, Integrity Threats & the Business of Betting
Match-fixing is an unfortunate consequence of industry success that exists in traditional sports too. Cases like the Black Sox scandal in 1919 and supposed match-fixing by NBA referee Tim Donaghy are clear examples of how badly sports can be impacted when the motivations of players and officials are in the wrong place. The threat of these events happening in eSports is much greater, though, as very few regulatory bodies exist specifically for eSports’ competitive integrity. Moreover, the methods by which matches are fixed benefit companies like Valve as well as game developers. While it is unlikely that matches will be fixed at the top of eSports, several infamous incidents have rocked the industry and created a corrosive environment where fans are quick to distrust the results of games that don’t go in their favor.
The lack of regulation and surveillance of lower-level eSports tournaments puts players in compromising ethical situations. It is understandably very difficult for amateur and semi-professional eSports players to break into the top of the scene. For the players that want to benefit financially from eSports but do not believe that they will become professionals, match-fixing is an easy way to make money (Hardenstein, 2017). Furthermore, without a robust regulatory body to prevent teams from match-fixing, players can repeat this process over and over again until they get caught or lose enough so that their games are not listed on the common betting sites (Hardenstein, 2017). Valve attempted to put an end to match-fixing back in 2015 when they banned four players from the CS:GO team iBUYPOWER, who at the time were in contention for the best team in North America (Hardenstein, 2017). The punishments that were levied by Valve banned the four players, along with several accomplices who helped facilitate and bet the skins, for life from Valve-sponsored events (Hardenstein, 2017). This meant that these players could no longer compete at the Majors and it essentially ended their CS:GO careers. As time has passed, fans and players have clamored for the iBUYPOWER players to be unbanned, but Valve has never even entertained the subject in the past 5 years. Valve believed that such a strong message would prevent anybody from match-fixing in the future, but this created a careless attitude that has allowed match-fixing to happen again across CS:GO and other eSports titles (Hardenstein, 2017). Without proper regulation, what was once a significant part of the eSports economy has been harmed by match-fixing and the distrust that fans now feel. People are being robbed by random eSports athletes who have decided that their success in the eSports industry will not be defined by the games they win but by the money they make when they lose. Sites that allow people to bet on these lower-tier matches and tournaments need to be hit with sanctions and legislation should be passed that specifically focuses on controlling the eSports betting market. Unfortunately, there will always be a small group of players who try to throw their games, but with the right leadership the size of this group can be reduced and the negative impact of their actions can be diminished as well.
What Needs to Happen: Regulation, Transparency & Responsible Gaming
eSports organizations that partner with betting sites help to fuel the system of unethical behavior that has plagued eSports over the past decade. It seems as though every party involved in eSports is willing to turn a blind eye to the ethical issues that betting presents because there is so much money that is created by gambling. eSports teams are heavily reliant on sponsorships to fund their teams and operations with an average of 58% of eSports revenue being derived from sponsorship sources (Newzoo, 2019). While it is important that eSports organizations are developing large sponsorship contracts, and even more so with companies that don’t traditionally do business in eSports, partnering with betting companies could be sending the wrong message to fans. Almost 20% of eSports fans are under the age of 18 and exposing them to activities that should be illegal at their age presents a slew of ethical and moral issues (Newzoo, 2019). Younger individuals will forge positive associations with betting companies as they trust that their favorite team has their best interest in mind. Until eSports betting receives proper regulation, organizations that partner with these betting sites are accomplices in the unethical behavior of exploiting younger eSports viewers. Organizations need to either take a stand against these betting companies or change their marketing strategy so that it does not paint gambling in such a favorable light.
Sources:
Dos Reis, V. (2017). Q&A: The Rise of Esports Betting and the Challenges the Industry Faces. Gaming Law Review, 21(8), 630-636. doi:https://doi.org/10.1089/glr2.2017.2189
Frank, A. (2016, July 04). Counter-Strike YouTubers revealed as owners of gambling site they promoted (update). Retrieved October 20, 2020, from https://www.polygon.com/2016/7/4/12093546/csgo-lotto-tmartn-syndicate-youtube-disclosure
Greer, N., Rockloff, M., Browne, M., Hing, N., & King, D. L. (2019). Esports Betting and Skin Gambling: A Brief History. Journal of Gambling Issues, 43. doi:10.4309/jgi.2019.43.8
Hardenstein, T. (2017). Skins in the game: Counter-strike, esports, and the shady world of online gambling. UNLV Gaming Law Journal, 7(2), 117-138.
Hums, M. A., Barr, C. A., & Gullion, L. (1999). The Ethical Issues Confronting Managers in the Sport Industry. Journal of Business Ethics, 20(1), 51-66. doi:10.1023/a:1005951720456
Newzoo Global Esports Market Report 2020. (2019, November). Retrieved October 20, 2020, from https://newzoo.com/insights/trend-reports/newzoo-global-esports-market-report-2020-light-version/
Thought the past year couldn’t get any crazier? Well, I hate to break it to you, but people are now buying tweets online for prices over $1 million.
Yep. You read that right. As of March 16, 2021, a tweet by SpaceX owner and Tesla CEO has been bid on to sell for over $1.1 million (CNBC). The tweet is nothing more than a basic example of a non-fungible token, colloquially known as an ‘NFT’ in today’s digital media universe.
This post will explain everything you need to know about the NFT craze that’s been dominating headlines in the sporting world and evaluate whether investing in such a craze is worth your time and energy moving forward.
What is an NFT?
Put simply, NFTs are individual pieces of digital content. They are ‘non-fungible,’ meaning they are meant to exist as unique pieces of content that cannot be copied or replaced. NFTs exist in a wide range of forms. They can be jpegs or video clips – any sort of digital asset that can be claimed in its original iteration (The Verge).
Although NFTs are the talk of the town these days, the very contents of them are not much of a novelty. Elon Musk’s NFT $1.1 million NFT is a mere two-minute tweet of a techno-music video. Check it out for yourself:
If you’re confused as to why a silly tweet like this from Musk got sold for six figures, you’re not alone. It makes little sense as to why someone would pay that much to own a piece of content that literally anyone in the United States with an internet connection can access at any given time. That said, we should not merely pass over this trend and dismiss it as a fad that is ultimately destined to fade out. It very well might in the end, but the reality is that individuals and organizations across the world are finding huge sources of revenue off of NFTs.
Super Bowl champion Rob Gronkowski has been one of the first athletes to jump into and embrace the NFT mania. He has released his very own original set of around 350 digital Gronk trading cards, which have gone on to sell for more than $1.2 million (Yahoo!).
Cards are not the only way athletes can get involved and cash in with NFTs. NBA players like Lebron James have started putting individual highlights on the digital market for as much as $250,000 (ESPN).
The Pros of Non-Fungible Tokens
Perhaps the biggest novelty and interest surrounding NFTs is the blockchain technology that is used to power their transactions. Blockchains, which are the same computer networks that power cryptocurrencies like Bitcoin, can track any and all transfers from an item through a complex chain of digital technology (NBC News). This blog is most certainly not about cryptocurrency, and I’m not going to pretend like I even understand blockchain technology in its entirety, but it is undoubtedly an essential part of understanding how and why NFTs have gained popularity.
The immense value placed on these pieces of seemingly ordinary digital content derives from the idea of pure ownership. With blockchain technology, it is remarkably easy to trace digital exchanges safely and securely. This has paved the way for NFTs to exist given the fact that there is a digital blockchain database to track every sale or purchase of a given NFT. Whether it’s an Elon Musk tweet from 2021 or a Shaquille O’Neal dunk from 2001, NFTs carry a unique stamp of authenticity with them. Copying and counterfeiting them is virtually impossible (Sports Illustrated).
The authentic ownership aspect of purchasing an NFT gives these digital collector items the power to become a substantial player in the sports business industry for a long time. The chance to own and hold exclusive rights over a highlight or piece of digital memorabilia is something that all sports fans can get behind.
Another exciting thing to keep an eye on with regards to the development of NFTs is how it fits into the conversation of NIL (name, image, likeness) with regard to NCAA student-athletes. One of the biggest reasons NFTs have become so popular in the music and art industry is because they can give a creator total control over their own art (NBC). As the conversation evolves around collegiate athlete amateurism and NIL rights, NFTs could be a way for student-athletes to start profiting off of their college careers.
With the craze still in its early stages, the jury is still out as to whether the hype around NFTs will sustain itself long-term. The moneymaking potential of these digital assets is obviously appealing, but there are still a number of drawbacks that warrant consideration.
In some ways, the craze does seem a little too good to be true. The authentic ownership aspect of purchasing an NFT may be enticing now, but that hype could wear off once people gain a grip on the fact that anyone can just go to Google or a social media platform to access that content. Furthermore, there are concerns regarding the durability of the blockchain technology itself that powers the entire NFT operation in the first place. The safety and security of the technology remain an issue, and there are even calls to reduce the use of the blockchain computer network given its large carbon footprint (Bloomberg).
As things stand right now, it’s hard to see NFTs as anything more than an easy moneymaking opportunity for content creators. In a time where revenue streams have been brutally hard to come by for artists due to the cancellation of live events and showcase opportunities, the rise of NFTs offers a quick way to get some money back in their pockets.
Podcasts have become a very powerful medium by which to convey information and let people get to know you. They are great ways to make a connection and cultivate a relationship with potential fans and followers. Podcasts are quickly gaining more power with increased popularity. Over 51% of U.S. consumers over 12 years old listen to podcasts regularly and this number has been growing steadily each year. Why not let the power of the podcast be powerful for you?
Athletes Take the Mic: Why Podcasts Are the Next Big Platform
As of January 2020, there were 850,00 active podcasts as compared to 500,000 in February 2018 (Podcast Insight, 2020). 70% of Americans are familiar with the concept of the podcast and 43% say that they listen to a podcast monthly. Podcasts offer a way to connect on a more intimate level with your fans. Hearing you speak, rather than merely reading written text, results in a more human connection with your listeners increasing the power of your message.
Fans and followers are the fuel that ignites an athlete’s brand. Fans get to know you as an athlete physically through the performance of your sport, but the podcast is a vehicle by which fans can get to know you as a person. It is a way to convey a message, values and beliefs on a myriad of topics that appeal to you.
How Casts Are Built, Stories Are Told, and Fans Connect
Because podcasts do not require a visual commitment, they are easy for people to listen to while also doing other tasks. 65% of podcast consumers say they listen on tablets or smartphones (Edison Research, 2019) and are likely to listen while driving, exercising, walking or doing chores. This makes a podcast a flexible and accessible way to gather information.
Humans have always had a curiosity and desire to learn, and a podcast is a powerful and appealing way to acquire knowledge. Your podcast may be designed to inspire or share your own opinion, but it is worth noting that about three out of four podcast consumers report that they listen intending to learn something new. As an athlete you have a great deal to teach others. Whether it is the actual mechanics of your sport, the grace of sportsmanship, the importance of tenacity, or overcoming adversity, who better than you to share knowledge and lessons?
Sponsorships, Monetization & Brand-Building Through Voice
A podcast is also a powerful marketing tool in today’s culture. You can easily tailor your topics to the interests of those you aim to reach. The podcast is an effective method of getting your identity, brand and/or product to a huge number of fans and a variety of consumers. Statistics show that 54% of podcast listeners are more likely to buy a product after hearing it advertised on a podcast that they listen to increase the power of your podcast, it is important to spend efforts promoting it. Most people are likely to listen to podcasts that they have seen on the social media sites that they visit or those they heard about from online community sources. An athlete with an active social media presence is an athlete that is more important and powerful than ever.
Like so many other areas of life, COVID-19 has affected podcasts too. The increase in time spent at home and the decreased in time spent going out has resulted in an uptick in time spent listening to podcasts. 41% of listeners report an increase in time spent listening since the onset of the COVID-19 pandemic. This might be the right time to launch your podcast, especially since no face-to-face interaction with your audience is required.
Aside from marketing yourself as an athlete or a brand and getting yourself and message out, podcasts can be powerful income generators. Podcast advertisements are quite lucrative, with fees only expected to rise in the future. In 2018, advertisers spent $479 million on podcasts. That amount is expected to pass 1 billion dollars by the end of 2021 Some podcasters earn income by receiving a portion of the money generated by what their listeners are willing to pay for brands or services discovered through the podcast. Running paid ads are another source of profit. It is critical that the ads that you run are compatible with the vibe and message of your podcast. Additionally, your advertisers should reflect and be in line with the image that you are trying to portray. Most podcasts are available for free, but some are accessed by a subscription fee charged by the podcaster.
The Future of Athlete Media: What Podcasts Signal for Sport & Marketing
Podcasts are a relatively new phenomena, beginning in 2003 yet they are advancing and evolving at a rapid rate. 44% of Americans have listened to at least one podcast and this number is growing. The number of ways to access podcasts is vast. On the Apple app alone, there are 550,000 active podcasts with 18.5 episodes available. There is a podcast for any topic you can imagine. This formidable marketing tool deserves your consideration and should be embraced for the power that it packs for you as an athlete.
In a “pre-COVID” world, real-life conversations were perhaps one of the best aspects of life that were taken for granted. With people remaining indoors and “in-person” activities put to a halt. Online services such as gaming, video streaming, and podcasting began to gain popularity. While podcasting began to rise among various celebrities, influencers, and athletes. Many others were looking for different ways to interact with their favorite public figures. Two tech veterans, Rohan Seth and Paul Davidson created the app Clubhouse as a platform in which one could utilize it like a traditional podcast but with the option to allow their audience to speak to them in real-time. The app is now known as an app where conversations about literally anything can come to life and be discussed with like-minded individuals in real-time. With that being known, this leads me to question what this app could mean for athletes trying to build a community around their personal brand and the other possibilities that this app can offer.
Clubhouse launched back in April 2020 during the start of the pandemic. Lately, it has been taking strides to become the next big social media app. As of right now the app is only available to iPhone users but has still amassed a total of 10 million app downloads as of February 2021. What makes the app so popular is its interesting “invite-only” approach. To join the app, an existing user must invite you to join. This sense of “exclusivity” has created this frenzy for people all over the world that are just aching to get a chance to receive an invite to join the app.
A social media app doesn’t just gain traction without having the attention of a couple of celebrities and influencers. Initially, the app was a place for many of Silicon Valley’s techies to discuss business openly and then a community of cryptocurrency traders made their transition to the app. Yet, Clubhouse gained a big fan in Elon Musk who was interviewed on the app back in January 2021. Elon’s massive fan audience from Twitter flocked to the app to hear what the tech mogul had to say. However, this just opened the door for other influencers and big-name media personnel to join the fun. Among the celebrities to be a part of the Clubhouse user base include superstar rapper and Hip-Hop icon Drake, Off-white CEO Virgil Abloh, and even comedian/actor Kevin Hart has made an appearance on the app. The app is growing at a massive rate and is rising in popularity.
I can name drop and talk about all of the celebrities currently on Clubhouse, but the numbers speak for themself. The app is currently valued at $1 Billion as of December 2020 and has a total of 6 million users. According to the CEO of Clubhouse, it has an average of around 2 million users per week. Two million people a week constantly engaging in conversation is a number that is almost unimaginable to me considering the quick growth of the app. The app is still very much in its “growing” phase as over 180 investors have invested in the audio-chat app.
With many celebrities and influencers beginning to find their place on the app, they also allow their fans on other apps to try and join in on the fun in Clubhouse. Now, it’s not just a giant lunchroom of popular people on the app. Athletes such as Javale Mcgee, Isaac Rochell, and Jaylon Smith are some of the first famous athletes to be part of the conversation on Clubhouse. As more and more athletes begin to join, I see this as an opportunity for them to connect with their fans from a more personal standpoint. It would be more than possible to finally get an opportunity to ask a question to one’s favorite athlete without having to win some sort of contest or be in the media room of an arena. This app is an open door for athletes to finally reach out to their fanbase and to get to know them on a more personal level.
When discussing the possibilities of athletes and Clubhouse, I see a world of opportunities that have yet to be discovered. Athletes would be able to access a new platform in which they could build and strengthen their fan bases and turn them into an actual community. Of course, I understand that many athletes already use other methods of reaching out to their fans through video/public chatting. Those examples would be moments on Instagram Live or Twitch streaming. However, what Clubhouse offers these athletes that the other platforms do not is this sense of connection. It feels more “human” to have a conversation in a room with another person knowing that they are literally on the other end of the phone waiting to respond. In a world where everything is based around relationships and connections, the Clubhouse app offers an avenue for athletes to get to know their supporters in a more individualized sense rather than just “fans”. This would create a stronger community between that athlete and their supporters, but also create a stronger communal bond within the fan base. The fans would be ecstatic that they could have an open conversation with other like-minded individuals that have a common interest in this one specific athlete. They could create themed nights around specific topics of conversation, do a rapid-fire Q&A with their closest fans, and even create a private music streaming party where their fans can listen to their pregame playlist with their favorite athlete. This sense of community is what will drive fans to follow their favorite athlete to the app.
The Clubhouse app is something we’ve never seen before. Its “invite-only” approach is like the bouncer at the club, but the real fun starts when you finally get to join in. With over 6 million active users and a plethora of A-list celebrity talent finding themselves on the app, Clubhouse is positioned to be the next big social media app. With more and more people joining every day it will not be a surprise when we see athletes such as Lebron James, Tom Brady, and Connor McGregor join in on the fun. Athletes will be able to utilize this platform to their advantage and create a stronger community fan base. Opportunities to connect with their fans and supporters on a more particular level will only help drive the attention and worth of the athlete. The possibilities for athletes on Clubhouse are endless, they just need to get an invite first.
Youth sport is fundamentally bound by ethical issues that are multiplied as parents become increasingly involved in the athletic lives of their kids. The cost of youth sports is continuing to rise and is compounded by a significant number of hidden costs. This includes gas money, hotel charges, and restaurant fees that parents are supposed to front as their children compete at tournaments. Additionally, the time away from work is an opportunity cost that must be weighed by parents as they push their kids through the youth sports system. Thus, parents naturally expect a return on their investment in the form of a successful athletic career by their children.
When Early Specialization Becomes Parents’ Investment Gamble
What is deemed a successful athletic career could mean different things depending on the parent, but college scholarships or professional contracts are common goals for parents who have given a lot of time and money in support of their children’s athletic careers (Malina, 2010). For children who possess an affinity for a sport at a certain age, parents may push their kids to focus on that one sport in what is called early specialization (Malina, 2010). In theory, systematic training from an early age should yield the best results as the athlete will be ahead of their peers. However, there is much debate on whether or not early specialization is the best path for athletic success as it also increases the likelihood of burnout (Malina, 2010).
The Case for Diversification: What the Research Actually Shows
The most famous case of early specialization is Tiger Woods. Woods was introduced to golf at a very young age, practiced consistently and deliberately, and with the guidance of a dominating parent, he arguably became the greatest golfer of all-time (Epstein & Roberts, 2019). As the inputs by parents increase, the expected outputs of their children also increase, but of course not every child will become Tiger Woods through early specialization. Failing to meet expectations is one of the main causes of burnout along with negative performance evaluations and overtraining (Malina, 2010).
Injury, Burn-Out and the Family Toll
On overtraining, the longer athletes participate in sports, the more likely they are to have an injury, especially if they do not have adequate recovery time (Malina, 2010). According to David Epstein on the EconTalk podcast, there is a better alternative to early specialization (Epstein & Roberts, 2019). Epstein explains that children who are exposed to multiple sports and choose to specialize later in their athletic careers tend to be better off than those who specialize early (Epstein & Roberts, 2019). The athlete that Epstein cited to back up this claim was Roger Federer, whose tennis career was made better in the long run by playing many different sports as a kid (Epstein & Roberts, 2019). Parents do not like this method because their children run the risk of not being above average whereas, through early specialization, children can be programmed to be good at a specific sport (Epstein & Roberts, 2019). However, the chance of burnout and the ethical issues that come with it are undoubtedly increased through early specialization. Parents must understand that the best option for themselves and their kids is not to overmanage but to allow the motivations of the children to influence the athletic career decisions.
While the opposite of early specialization, early diversification, does have its merits, there is some evidence to support the former. The early specialization argument is posited around the belief that if a person does not start training at a young enough age, they will never be able to catch those who started training before them. A theory put forth by Herbert Simon and William Chase suggests that early training has benefits that supersede those afforded by genetics (Baker, 2003). Genetics may provide some individuals with advantages over others, but there is no evidence to suggest that there is a gene that enhances cognitive processing ability in a specific domain (i.e. boxing-specific information), which is one of the main metrics used for determining expertise (Baker, 2003). This type of learned experience can only be done through training, and Simon and Chase claim that it takes a minimum of 10 years of deliberate practice to become an expert at a single practice (Baker, 2003). For parents looking to benefit from their child’s athletic capabilities, this 10-year window forces them to have them trained at a very young age. In the United States, this is further exemplified by the onset of college recruiting during an athlete’s junior year of high school – the end of the 10-year window.
Finding the Balance: A More Sustainable Path for Young Athletes
Looking forward, the rising value of sports properties and player salaries will likely lead to more occurrences of early specialization. Parents will continue to believe that if they push their kids hard enough that they can break through and secure substantial returns on their investment. Early specialization has the potential to benefit an athlete, like in the example of Tiger Woods, but the decision to dedicate one’s life to practice from such a young age should include a dialogue between both the parents and the child. In the absence of this, ethical consequences of injuries, powerlessness, chronic stress, and underdeveloped social skills may begin to take hold (Malina, 2010). These effects can be mitigated by following a path of athletic diversification rather than early specialization, which is why David Epstein argued against early specialization. Preventing early specialization may not be entirely possible, but one strategy would be to reduce the overinflated costs of youth sports so that parents no longer feel as though they are assuming risk by supporting their child’s athletic aspirations. Not only would this decrease the number of children suffering from the effects of burnout, but it also would enable willful specialization in sports by children who previously could not do so due to financial constraints. There is a place in the youth sports complex for both early specialization and diversification but both must be approached in a way that considers the goals and motivations of all parties involved.
Sources
Baker, J. (2003) Early Specialization in Youth Sport: A requirement for adult expertise? High Ability Studies. DOI: 10.1080/13598130304091
Epstein, D. (Guest), Roberts, R. (Host). (2019). David Epstein on Mastery, Specialization, and Range. Retrieved from: https://www.econtalk.org/david-epstein-on-mastery-specialization-and-range/
Malina, R. (2010). Early Sport Specialization: Roots, Effectiveness, Risks. Current Sports Medicine Reports, 9(6), 364-371. DOI:10.1249/JSR.0b013e3181fe3166
Many of the Super Bowl’s most notorious annual advertisers opted out of a TV spot for this year’s game, keeping in line with an overall fan experience that felt anything but normal. Instead of traditional brand heavyweights like Coke, Pepsi, and the Anheuser-Busch giants dominating commercial airtime, some fresh faces chose to enter the picture for the first time in 2021. Of all the newcomers to the Super Bowl advertising party, perhaps none left feeling better than their airtime was money well spent than DraftKings – a sports betting giant who dropped an estimated $5.6 million total for two 15-second ads during the game (AdAge).
How Sports Betting Has Become a Main-Stream Sports Industry Pillar
While $5.6 million is a staggering total to pay for not even a minute of airtime, that number pales in comparison to the volume of business that gambling giants like DraftKings are churning out these days. The brand’s decision to spend big on Super Bowl advertising in 2021 is a sign of just how confident the company feels about its prospects moving forward.
In the third quarter of 2020, DraftKings reported revenue of $133 million (98% growth) over that three month period (DraftKings). With the company expecting a full calendar year of live sports for its users to bet on, revenue projections have been set as an astounding $750-850 million for 2021 (Sports Pro Media). Although DraftKings often steals the spotlight given its high brand visibility and status within the market of betting companies, the company’s success is not unique within the industry.
The popularity of legalized sports betting platforms is reaching astronomical heights. For evidence, we need to look no further than the Super Bowl itself. Friendly wagering and casual gambling pools like ‘Super Bowl Squares’ have long been a part of the event’s tradition, but these informal betting ways have now been surpassed by official betting sites when it comes to enticing fans to put their money on the line. Experts estimate that the final legal wagering figure for the game will come in around $300 million total. That number would be an increase of $30 million from 2020 (Legal Sports Report).
The Rise of Legal Sports Betting: From State Legislation to Record Revenues
The movement to legalize sports betting has gained traction on the regional level, as more and more state legislatures across the country have started to pass laws allowing for the usage of mobile betting sites like DraftKings within their state boundaries. The total number of states who have legalized sports betting in some capacity is up to 21 total as of February 2021, while another six have legislation currently awaiting expected approval at some point later in the year (Action Network). If the sports betting craze hasn’t already hit, the wave is certainly imminent.
Take a state like New Jersey, for example, which has the highest betting presence of any state apart from Nevada – the original American gambling mecca. The Garden State, which reports that 80% of its betting totals come from “sportsbook apps and websites,” has posted incredible revenue stats since legalizing the practice over two-and-a-half years ago. Here are how the state’s overall betting platforms performed in 2020 alone:
Considering these figures and revenue streams, it’s easy to see why state legislatures across the nation are rushing to get in on the betting action. Even in a pandemic year that saw live sports put on total pause for nearly five months, sportsbooks in New Jersey surged ahead, raking in record-breaking bet totals for seven consecutive months to end the year. In every month excluding the peak pandemic shutdown of April, the state raked in at least $1 million from taxes collected among the sportsbook it allows to operate on its premises. The betting platforms themselves stole the show, however, finishing the calendar with three straight months above $50 million in revenue.
With figures like these, individuals around the sports industry can no longer deny the impact that gambling is going to have on the sporting world in the near future. This trend toward legalization will undoubtedly present a number of challenges and concerns among officials, and those worries are valid. Those around some of the nation’s top leagues can talk all they want about how the legalization of in-stadium betting is unethical and threatens the authenticity of the fan experience, but that talk will be futile at the end of the day. Although it may take a decent amount of time before all 50 states certify legislation into action, national legalization of sports gambling is inevitable. The financial reward for states opening their doors to legal sportsbooks is simply too powerful.
Why Sports Teams Can’t Afford to Ignore the Gambling Gold Rush
So the big question arising from all this talk of betting legalization is still rather ambiguous — how will gambling change the way teams and leagues operate moving forward? Drawing certain conclusions one way or the other is difficult given the new and unprecedented nature of this gambling wave, but the bottom line is that sporting executives must embrace this wave for what it truly is: a chance to make more money.
Take the NBA’s Detroit Pistons, for example. With the team’s home state of Michigan officially passing the legalization of online sports gambling in January 2021, the franchise jumped ahead of the curve, inking multi-year sponsorship deals with the two online betting giants: DraftKings and FanDuel (Detroit Free Press). Recognizing that betting was about to become a part of the Pistons fan experience no matter what, the team chose to capitalize on the impending betting spike in its home state by establishing a productive partnership with these mega-betting entities as opposed to an adversarial one.
As legal betting continues to thrive in more states across the country and thus becomes popular among a wider global audience, it will be up to individual franchises like the Pistons to determine how betting influences their overall fan experience. While some might raise valid concerns about how an excessive embracement of betting could ruin the sanctity of the sports fan experience, the reality is that the rise of gambling legalization seems irreversible. With the legal gambling wave knocking on the doorstep of more and more franchises, teams have two simple options: put aside ethical concerns and get it on the action, or sit back idly as other entities around them rake in millions.
In the middle of March, the world of sports changed. We witnessed games being canceled, seasons being postponed, and fans being told they cannot return to stadiums. Many people were worried about how sports would return and what the future holds. Sports teams make most of their profit through three ways: fan attendance (ticket sales and concessions), tv and radio broadcast deals, and sponsorship sales.
According to Statista, “the North American revenue from sports sponsorship in 2019 was $17.7 billion dollars.” (Statista) This included events in entertainment such as music festivals, art shows, and annual events, but the driving factor for this number is the 4 major sports leagues. For example, the NFL “pulled in over $3 billion dollars” (Investopedia) in sponsorship in 2018. Sponsorship opportunities are important because they allow brands to interact with their target market and create a lasting impression on an audience. When COVID-19 hit, leagues choose to continue play without fans, which forced teams to figure out a way to uphold their sponsorship agreement. In the rest of this blog, I will look at what different leagues and teams did to innovate sponsorship contracts as well as talk about where I see the future of sports sponsorship heading.
One of the first sports leagues to return to action was NASCAR, well sort of. Weeks after the world was shut down NASCAR teamed up with iRacing to “form the eNASCAR iRacing Pro Invitational Series” (NASCAR.com) which would be broadcast on television channels such as Fox Sports and NBC Sports. This idea was able to provide fans the ability to watch NASCAR without having to leave the comfort of their couch. NASCAR professionals like Danny Hamlin were able to race against some of the best eSports racers in the world. Not only did this idea provide fans the opportunity to watch racing again, but it also provided race teams the opportunity to uphold contracts and hopefully keep their employees on the roster. In an interview with NBC Sports, Dale Earnhardt Jr. said, “All of the race teams are trying everything they can to keep their sponsors and keep their employees.” (NBC Sports) NASCAR teams and drivers were able to take their current contracts with brands and move them over to iRacing, so if a brand, like Turtle Wax, for example, was sponsoring the car for a driver this contract would be upheld since Turtle Wax would be on the car in iRacing. This allowed the brand to be seen by the public and pay the NASCAR team for their contract. The ability to uphold these sponsorship contracts, through the technology of iRacing, allowed these teams to keep their employees and pay them their salary.
In October, I was able to have a conversation with a Partnership Sales Representative for the Washington Nationals. He told me that many teams in Major League Baseball took a similar approach to NASCAR by using enhancements in technology to help stay on top of sponsorship contracts, specifically using “virtual signage in the outfield.” This individual told me that “most partnership contracts included in-game promotions and activation” things that are now more difficult to do with no fans in the stands. The Partnerships team for the Nationals had to think of ways to provide value and opportunities to their clients, so they decided to use the no fans to their advantage. If you watched a Washington Nationals broadcast this season, I had to do this often since I am a Phillies fan, you would have noticed virtual signs in the outfield seats whenever a deep pop-fly or a home run was hit. In years past, no one would have seen virtual signage in the outfield since these areas were typically packed with fans. The Washington Nationals, as well as many other baseball teams, turned the initial problem of having no fans in the outfield into an opportunity to uphold current partnership agreements.
The National Football League took somewhat of a different approach when it came to new ways to integrate sponsorship contracts. The NFL had the “luxury” of starting their season later than everyone else, so they were able to see what worked and what was not working in terms of sponsorship. The NFL Draft was a steppingstone for how the league and their teams would find ways to integrate sponsorship. According to Marketing Dive, “more than 100 brands” (Marketing Dive) paid money to sponsor this event. The league had brand interaction with companies such as Lowe’s (the Presenting Sponsor), Bud Light Seltzer, and Pizza Hut. Teams had the ability to host their own draft parties which were used for sponsorship opportunities. The New York Jets and Tampa Bay Buccaneers, as well as other teams, hosted thousands of virtual fans on a zoom. These gatherings of virtual people were of coursed sponsored, Verizon with the Jets and Miller Lite with the Buccaneers. The NFL also had their sponsors interact with one another. For example, “the Houston Texans bought food from Whataburger (a current sponsor) and had it delivered to Kroger’s Warehouse, another sponsor.” (Sports Business Daily) These two examples from the NFL provided value to their sponsors and have now made these sponsors more likely to renew a contract.
The start of this year’s NHL season ushered in some big changes for hockey sponsorship. The league, which makes most of its money from ticket sales, decided to put brand logos on helmets as well as sell the naming rights to their newly developed four divisions. In years past, “there used to be off-limit areas to apply sponsorship within North American sports” (KSLSports.com) but now, with the help of COVID, we have seen most leagues take every opportunity to make money. The NHL’s 4 divisions are now called “The Scotia NHL North Division, The Honda NHL West Division, The Discover NHL Central Division, and The MassMutual NHL East Division.” (LA Times) These new division sponsors, as well as the helmet sponsors, allow the league and teams to make up some of the revenue they will lose from not having fans in the stands for this year. The NHL Commissioner, Gary Bettman, has said that the branded divisions will be a one-year sponsorship, but we will see if that is the case.
The world of sports sponsorship is forever changed because of COVID-19. We are going to see more leagues copy the NHL in selling naming rights for their divisions because this is an easy way to make a lot of sponsorship dollars. This idea fits the NCAA and March Madness well. The tournament has an East, West, North, and South division which would be easy to sell naming rights for. We will see leagues continue to develop and find ways to use technology to drive sponsorships. Leagues will continue to use virtual signage in broadcasts as we saw with the MLB. In terms of other technology, keep an eye out for virtual and augmented reality. These two ideas will give teams and brands the chance to interact with fans even when they are not at the stadium. Teams like the Philadelphia Phillies have done scannable QR codes which cause a virtual bobblehead to pop up on people’s phones. This new enhancement in technology will allow leagues, teams, and brands to interact with fans on a whole new level.
Sources
Gough, C. (n.d.). Topic: Sports sponsorship. Retrieved February 04, 2021, from https://www.statista.com/topics/1382/sports-sponsorship/
Eckstein, J. (2021, January 27). How the Nfl makes Money: TV is King, streaming and gambling on horizon. Retrieved February 04, 2021, from https://www.investopedia.com/articles/personal-finance/062515/how-nfl-makes-money.asp
Release, O. (2020, March 19). NASCAR, iRacing introduce iracing Pro INVITATIONAL SERIES: NASCAR. Retrieved February 04, 2021, from https://www.nascar.com/news-media/2020/03/17/nascar-iracing-introduce-enascar-iracing-pro-invitational-series/
Long, D. (2020, April 07). Virtual racing or REAL, sponsorships matter, Dale JR. says – NBC Sports. Retrieved February 04, 2021, from https://nascar.nbcsports.com/2020/04/07/dale-jr-bubba-wallace-nascar-iracing-bristol-motor-speedway-sponsorships/
Williams, R. (2020, April 23). NFL draft draws 100 brands for 3-DAY broadcast. Retrieved February 04, 2021, from https://www.marketingdive.com/news/nfl-draft-draws-100-brands-for-3-day-broadcast/576593/#:~:text=This%20year’s%20advertisers%20include%20Lowe’s,key%20moments%20during%20the%20telecasts.
Pokrywczynski, J., & Wednesday, J. (2020, October 06). Sports sponsorship in the COVID-19 world: Impact, strategies and tactics. Retrieved February 04, 2021, from https://www.sportsbusinessdaily.com/SB-Blogs/COVID19-OpEds/2020/06/10.aspx
NHL sells naming rights to its four divisions to corporate sponsors. (2021, January 05). Retrieved February 04, 2021, from https://www.latimes.com/sports/hockey/story/2021-01-05/nhl-sells-naming-rights-corporate-sponsors
Athletic opportunities take many forms. For some, sports involve a team, a field, or a ball. For others, sport is more solitary and potentially life-threatening. Participation in extreme sports is rising in popularity and spanning across a range of demographics. For extreme athletes, the roar of the crowd is replaced by the rush of adrenaline that can be heard in your ears and felt in your blood. Pushing one’s own limits and facing one’s own fears is an attractive draw to participation in any of the many extreme sports.
My mom, a history teacher, shared a lecture with me that she was presenting about former presidents in which she noted that George HW Bush celebrated every fifth birthday going skydiving. Well, if he could do it, so could I.
They say the “high” from jumping from an airplane traveling thousands of feet in the air is better than any drug, drink, or even falling in love. I was ready to test that out the day I signed up to jump from an airplane over the beautiful mountains of Switzerland. The thrill was almost indescribable. The intense rush of energy and power was overwhelming. I had heard of the adrenaline hormone produced from such exciting activities and I was experiencing it first-hand. Adrenaline was taking me over and endorphins were creating a drunk-like feeling throughout me. Extreme sports such as surfing, bungee jumping, wakeboarding, skateboarding, and skiing hook people in like a drug making them crave more challenges and risks.
The International Olympic Committee recently voted to include skateboarding, sports climbing, and surfing in the Olympic Games to generate interest and excitement in the Olympics from a younger crowd. The inclusion of these popular extreme sports will open and expand participation to the mainstream population, appealing to more than just thrill-seekers. Put these on your radar, they are sports to watch. The inclusion of these extreme competitions indicates a huge shift in sports on a worldwide level, a shift worth following. Research conducted by Bennett, Henson, and Zhang reveals that those fans the Committee is seeking to attract, members of Generation Y, prefer extreme sports over the traditional sports of basketball and baseball. While many are soccer fans, they would prefer to watch the X-Games than the World Cup. More members of Generation Y enjoyed televised action sports more than their predecessors making interest in these sports, a definite trend to watch. The researchers report that “The rise of consumer and corporate interest in extreme sports has been phenomenal.” In addition, media coverage of action sports has increased considerably over the last few years.”
The popularity of extreme sports is further advanced by the ESPN X Games. The X Games attract big-name sponsors and popular top athletes which draw in a younger fan base. These Generation X and Generation Y enthusiasts are the demographic who are very attractive to marketers making sponsorship quite lucrative. Professional skateboarders, surfers, and snowboarders have attracted corporate sponsors is from the mainstream, national brands such as Target, Nike VISA, and Mountain Dew with competition earnings.
Red Bull is a brand that is often associated with extreme sports sponsorship. They are lined with skydiving and cliff diving and the most extreme sports in between. They are a huge force with younger people making it a natural fit for extreme athletes. Oakley, another huge sponsor, especially of winter-type sports had a great showing at the last winter Olympics having been worn by the skiers and skateboarders.
Social media also works to drive interest in extreme sports. GoPro cameras capture incredible feats of regular people. Instagram, TikTok, and YouTube are filled with posts of real people engaging in real death-defying actions, actions that quickly go viral.
Extreme athletes push their minds and bodies while theoretically risking their lives. This incredible feeling, like a drug, hooks a person in making them crave more risk and challenge. This excitement travels to fans and spectators by hooking them in, enticing them to “take it to extremes.” I am not sure why (or even how) George HW Bush waited 5 years between his jumps. I am hooked for sure and can’t wait to feel the sense of euphoria and “go extreme” again, and again.
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