(knowing that kids are big consumers) Part 2
Further reinforcing traditional values through sports
Sports offer a powerful stage for reinforcing traditional Western values like perseverance, sportsmanship, teamwork, and the fact that good things come from hard work. Marketing should lean into these narratives. Campaigns that highlight an athlete’s full journey, their struggles, humble beginnings, and eventual triumphs, can emphasize the character built through dedication, rather than just the final score or what players wear in the tunnel walk. This resonates with parents who view sports as more than entertainment. It aligns with their belief that sports play a vital role in their children’s moral and ethical development, strengthening the connection between sports participation and lifelong values.
Roughly 54% of young adult sports fans (approximate ages of 11-15) follow their favorite athletes on social media, giving athletic brands a clear opportunity to tell compelling, value-driven stories across all platforms. Too often, though, brands chase viral trends instead of building authentic narratives, leading to content that feels forced or cringeworthy, especially to parents. By focusing more on stories that resonate with families, brands can connect with younger audiences while still respecting the influence and purchasing power of their parents.
Cultivating the next generation of fans through shared experience
Sports marketing carries more than just the responsibility of avoiding inappropriate content. It holds the power to shape how the next generation connects with the game. That means going beyond simply targeting dads, and instead creating content that respects the entire family experience. Since children often model their interests after their parents, especially sons following fathers, sports brands have a unique chance to influence that bond. Appealing to dads is effective, as long as the content avoids uncomfortable moments when kids are watching. While athletes can inspire, a father is often a boy’s first hero — just as mothers are for girls. Marketing should reflect and support those relationships, using sports as a bridge that brings generations together rather than pushing them apart.
- Inspiring Storytelling: Leveraging platforms like TikTok and curated content on Facebook to highlight athlete journeys, emphasizing character, perseverance, and dedication.
- Family-Centric Community Engagement: Promoting grassroots programs, stadium events, and youth leagues that reinforce sports as a wholesome family activity and building direct connections.
- Authentic Role Model Representation: Featuring athletes who embody sportsmanship and positive community impact, providing tangible examples that resonate across generations, showing kids that being a hero extends beyond the confines of a game.
By embracing these approaches, sports marketing can transcend simple viewership, becoming a powerful force for instilling values and strengthening the foundational bonds within families.
The power of families doing things together
Recognize the immense power of families doing things together. This includes sports. When marketing to parents, emphasize the shared experience of watching sports as a family and be mindful of the memories it creates. Highlight how sports can be a bonding activity, a source of shared excitement, and a vehicle for teaching valuable life lessons. Advertising should aim to enhance, not disrupt, this precious family time. This means considering the entire household as the target audience for certain ad slots during popular sports broadcasts, rather than narrowly focusing on an adult male, beer-drinking demographic. On social media, this requires more than just chasing clicks — it means creating content that respects parents, engages kids, and aligns with the values families actually live by. Too often, brands lean into humor or trends that may get views but clash with the tone parents expect when watching with their children. Families remember the content that made them feel connected — not the content that made them reach for the remote.
By embracing a broader, more intentional approach, sports marketing can break free from robotic targeting and build lasting relevance. It’s not just about reaching young fans. It’s about earning their loyalty by speaking to the values they grow up with. That’s how the passion for sports becomes generational — not by chance but by design.
