Competitive Edge - Sports & Entertainment Marketing News

Gen Z is fueling boxing’s comeback, bringing new branding opportunities


If Brian Kelly has his way, boxing fans might be tempted to go out and buy some tacos or window shop electric cars in between rounds of the next televised title fight. As the new chief revenue officer of Top Rank, one of the world’s largest boxing promoters, Kelly is charged with building out the organization’s partnership division on the strength of ad buys that leverage content across its social platforms, event sponsorships, branded content experiences and in-arena activations…

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Discussion Questions:

  1. What is the difference between the marketing of sports and marketing through sports?
  2. Which might this story provide an example of?
  3. What is a target market?
  4. Who might represent the sport of boxing’s target market? Why?
  5. What are demographics?
  6. Who is Gen Z?
  7. What type of demographic does Gen Z represent?
  8. The story suggests Gen Z is a “coveted” demographic. What does that mean and why might they be a “coveted” target audience for brands?
  9. When marketing through sports, how do you think brands determine which sports or events to align with?
  10. Based on information from this story (according to sports marketing experts), is boxing a “sure bet”? Why or why not?
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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