Understanding the Millennial Sports Fan

Millennials are a large, tech savvy demographic that media companies are expending significant resources to connect with and market to. This project will develop a comprehensive understanding of the sport media consumption habits of Canadian Millennials, aged 18-24, using surveys and other methods being employed by researchers across the country. Understanding Millennials consumption patterns and behaviours is of paramount importance to sport media companies. The industry partner, Rogers Sportsnet, well benefit from this project because the results will allow it to assess its investments in sport media properties and the resonance of its media engagement with Millennials.

Faculty Supervisor:

Cheri Bradish

Student:

Mark Norman

Partner:

Rogers Sportsnet

Discipline:

Business

Sector:

Media and communications

University:

Ryerson University