Competitive Edge - Sports & Entertainment Marketing News

Why Do So Many Young Americans Hate Sports?

According to the headline of an op-ed she wrote for her school paper last year, Penn State senior Grace Miller really, really, really hates sports. She hates the pervasive win-at-all-costs approach that strips away the fun. She hates the “toxic culture” sports can propagate. 

Click here to read the story at

Discussion Questions:

  1. What is market segmentation?
  2. What is it called when a market is segmented based on age?
  3. What is market research?
  4. What are the different types of market research?
  5. What type of research is referenced in this news story?
  6. What is fandom?
  7. Who is Gen Z?
  8. What did the research indicate as it relates to fandom in sports among younger fans?
  9. According to this story, why do you young Americans hate sports?
  10. If you were a marketing professional working in sports, would the results of this study concern you? Why or why not?
  11. If you were a marketing professional working for your favorite sports league, what would you do to try to attract the attention of younger fans? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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