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The 4 Levels of CSR You Can Build Your Initiatives Upon

The 4 Levels of CSR You Can Build Your Initiatives Upon

As you know, many organisations do not start as socially-responsible companies. With the 4 levels of CSR, it will help companies embrace CSR, and manage these responsibilities, with the most basic responsibility at the bottom of the pyramid. With the use of CSR, companies can gain public attention, build a positive brand image, stand out from their competition and nurture their relationship with stakeholders. These four levels can help businesses build their CSR initiatives to benefit society.

Economic Responsibility

Who would set up a business without thinking about making a profit? Well, this is the first level of the CSR pyramid. This is simple, without profit, the company would not be able to pay their workers, employees will lose their jobs even before the company starts CSR activities. Being profitable is the only way for a company (e.g. Tieto) to be able to survive long term, and benefit the society. Additionally, this also means that it is a company’s duty to product goods and services that are needed/wanted by the customers, at a reasonable price.

Legal Responsibility

This responsibility is to ensure that a company obeys the law and regulations that are in place. This is the most important responsibility out of the four levels as this will show how companies conduct their business in the marketplace. Employment laws, competition with other companies, tax regulations and health and safety of employees are some examples of the legal responsibilities a company should adhere to. Failing to be legally responsible can be very bad for businesses.

Ethical Responsibility

A company should not only be only be obeying the law, it should also do their business ethically, which brings to the third level of CSR. This is something a company does because they know it is the right thing to do, and it is not their obligation to do it. Unlike the first two levels, this is something that a company is not obligated to do. They could conduct their business by obeying the law but not being fair in the market as well. However, it is best for a company to be ethical as this not only shows their stakeholders that they are moral and just, but people will feel more comfortable purchasing goods/services from the company as well. Being environmentally friendly, treating suppliers/employees properly are a few examples of being ethically responsible. An example of an ethically responsible company is Amazon.

Philanthropic Responsibility

Last but not least, Philanthropic Responsibility is the responsibility to give back to society. This will not be possible if the other three levels are not in order. Giving donations and giving employees time to do volunteer work are some examples of philanthropic responsibility. Even though this is the highest level of CSR, it should not be taken lightly as many people would want to do business with companies that are giving back to society. Philanthropic Responsibility is more than just doing what is right, but it is something that holds true to the company’s values, to give back to society.

A company should aim to apply all four levels of CSR , also known as Carroll’s CSR Pyramid when running their business.

5 Benefits CSR Can Bring to Your Business

5 Benefits CSR Can Bring to Your Business

In the article “How can you use CSR to improve brand image?”, I have talked about how more companies are involved in Corporate Social Responsibility (CSR) programmes for consumers to get a better perception of them. With 64% of CEOs increasing their investment in CSR in 2016, there must be a lot of benefits in these initiatives. Let’s take a look at some advantages CSR can bring to the company.

Helping the community

Getting involved in CSR initiatives allows companies to be socially responsible by conducting their business ethically, and think about the social and environmental impacts when they conduct their business. Companies that engage in CSR activities such as giving donations to charities and sending their employees to volunteer at non-profit organisations, know the problems faced by the community and commit to giving back to them. Ultimately, if a company is committed to CSR initiatives, they will have a positive impact to the community or even around the world.

Encourages employee development

In a survey done by Deloitte on volunteerism in 2017, 89% of employees believe that companies that sponsors volunteer activities offer a better working environment than those that don’t. By giving employees a chance to volunteer in activities, it not only allows them to give back to the community, but it gives them the opportunity to pick up new skills. Companies such as Deloitte and SalesForce give their employees time off from work to engage in volunteerism. Employees can get paid leave during the time they engage in volunteer activities. It is no secret that employees like to work at companies that have a good public image that takes care of their employees’ wellbeing. By having CSR initiatives such as employee volunteering would retain important, hardworking employees making them happyImprove the relationship between clients

CSR initiatives is about being ethical while doing business.With a strong CSR model in place, clients will feel safe by investing in the company. In 2015, Nielsen global online survey showed that 66% of respondents were willing to pay more for a product or service of a company that is committed to a positive social or environmental impact. Investors of the company would also be more confident in investing in the company because the company not only cares about profits, but they are also interested in helping the community and making a difference to the lives of others besides their employees and clients. As the number of conscious consumers is increasing, it is important for a company to engage in CSR activities to improve their relationship with these clients, or risk losing them to their competitors that are socially responsible.  

Build positive image

In the article, “How can you use CSR to improve brand image?” I talked about the ways CSR can improve the brand image of the company. The easiest way for customers to judge if the company that they want to work with is ethical or not is through their CSR campaigns. As I have said earlier, the more committed a company is to having a positive social or environmental impact, the higher the chances of consumers purchasing their products and services. Companies such as Mediacorp and Microsoft have received a lot of recognition not only because of the products and services they provide, but their ability to give back to society.

Save cost

Building a CSR model for a company would not only benefit them by having better relationships with their consumers and employees, it would also give them the opportunity to relook at their business activities, and even save money through various ways. For example, in 2014, Fortune 100 companies saved $1.1 billion using renewable energy. It has been a targeted goal for many fortune 500 companies in recent years to use renewable energy, as it not only improves the public image of the company, but save the company on spending resources that are unnecessary for the company.

Companies can no longer ignore their social responsibility. Consumers are more aware of business activities of companies. By incorporating CSR in the company’s business model, it would have a positive impact on the community, the environment, the employees and the business.

How Do You Engage In CSR Through Sports?

How Do You Engage In CSR Through Sports?

Sports has an unique way in engaging fans from all over the world. In the 1995 Rugby World Cup, Nelson Mandela walked onto the field of Ellis Park donning the Springboks jersey and shook the hand of  François Pienaar, captain of the Springboks at the time. That day was a defining moment to uniting the South African people together. Many companies are not afraid to sponsor athletes and sports teams to endorse their brands, but how many would want to invest in youth development, and build infrastructure? How can companies engage in Corporate Social Responsibility (CSR) programmes through sports? What is in it for them for the long run? Let’s take a look.

Sports has a unique way of capturing the attention of fans and bring them together. There are millions of kids who are aspiring to be the next Cristiano Ronaldo or Lebron James, so why not give them an opportunity to show their talents? Copa Coca Cola, the biggest grassroots football programme, gave many less fortunate children a chance to showcase their skills and get selected to join the Copa Coca Cola Camp. The Camp allowed them to train with top coaches from all over the world, participate in matches and make new friends from all over the world. Copa Coca Cola has been a huge success and in 2015, 80,000 school from across the globe took part in the tournament.

I believe that every time someone mentions CSR, the first thing that comes to mind is, saving the environment or donating some money to non-profit organisations. However, CSR can also be done through sports. An example of a company in Singapore that has engaged in CSR through sports is Canon.  They have partnered with Singapore Bowling Federation and the Singapore National Olympic Council Official Partnership Programme, to promote sports in the community, and support athletes to reach their full potential.

So, what is in it for you in the long run? Why should you start CSR through sports? Well, it’s simple, you are going to make a difference to the lives of people who dream to be an athlete. The population of Singapore is decreasing, secondary schools and junior colleges have been combined because there are lesser children. This will affect sports as the talent pool will also decrease due to the decline in the number of youths.

I am not saying that sports in Singapore will not succeed because we have far lesser people than other countries. However, sports in Singapore will not succeed if youths do not get the opportunities and support to showcase their skill and reach their full potential. If you think that the population of a country is the reason for our demise in sports, I would have to disagree with you on that.

In 2016, Iceland made it to the quarter finals of the Euros after beating England in the round of 16. The population of England in 2016 was 65,648,000. The population of Iceland? 334,252. Iceland was the smallest country to ever take part in a major Final, and they went to the quarter finals. How? It turns out that they had a dedicated programme to give children and youth the opportunity to play football, with top coaches training them.

A Sports Singapore and Ministry of Culture, Community and Youth, came up with Vision 2030, by using sports as a strategy for Singaporeans to have a healthier and better life, I believe it is about time companies engage in CSR through sports. Sports in Singapore such as football, may have had poor results the past year, but I think it’s time companies start engaging CSR through sports, and support those who are inspiring to be budding athletes.

What Is CSR And Why Is It Important?

What Is CSR And Why Is It Important?

Corporate social responsibility (CSR) is an organisation’s initiatives to evaluate and be responsible for how the organisation affects the environment and the social well beings of their stakeholders. The efforts taken by companies are usually more than what is required by environmental groups and regulations. Companies engage in CSR for different reasons, some companies do it to achieve their environmental and social goals while others try to achieve their financial goals while minimising the negative social and environmental impact.

Industrial companies such as chemical engineering and mining, can have bad effects on the environment. This allows many companies to take CSR as an approach to show consumers that they are doing their best to conserve the environment. There are different activities in which companies can take to engage with CSR, such as working with local charities and communities, environmental sustainability, and developing relationships with their own employees and customers.

So, why is CSR important? Right now, with the use of technology, the demand for businesses to be open about their business activities has increased. This is important to many big organisations such as Coca Cola and McDonald’s, where their business flourish directly from customers, to be socially responsible or else they would risk losing these customers to their competitors. Would you still purchase products from a company with the worst environmental and social impacts? I know I wouldn’t.

According to the second annual Corporate Responsibility Survey in 2016, 83% of professional investors are more inclined to purchasing stocks from companies that are socially responsible. Why is that so? Well, that is easy. They prefer to purchase stocks with companies that are honest and transparent about their business activities, lowering the risk of them losing their money.

This makes CSR even more important to companies, and hence, many companies have made CSR the core of their organisation. According to the 19th Annual Global CEO Survey, 64% of CEOs say that CSR is core to the business and no longer just a standalone activity.

The benefits of CSR is much more than just doing good to the society/environment and appeal to customers, but it would also help in cutting costs and increase engagement with employees and customers as well. For example, many Fortune 500 companies have announced goals to use clean energy. This would not only help them cut cost, as they will be using renewable energy, but it would help them in their CSR initiatives as well. Based on a report done by World Wildlife Foundation (WWF) in 2017, $3.7 billion was saved in 2016 alone by 190 Fortune 500 companies through their 80,000 emission-reducing projects.

CSR has become an important part in an organisation. Gone are the days where people purchase products without doing their own research about the company. With CSR, companies will be able to do their part to conserve the environment, cut costs and obviously, attract customers to buy from them instead of their competitors.

4 Tips to Make Your CSR Effective

4 Tips to Make Your CSR Effective

Over the years, Corporate Social Responsibility (CSR) has been an important part of a business. Many companies have started to embrace these ideas into their businesses, such as charity donations, community engagement programmes and energy efficient practices. A company should have their economic and legal responsibilities in check before engaging in ethical and philanthropic responsibilities, based on the article, “4 levels of CSR”. Here are some tips to make CSR effective in a company.

  1. Make sure CSR programmes is aligned with the company

This is very important as the CSR programmes a company is working on, is a reflection of the company’s core values and objectives. Donating money to various non-profit organisations seems like an easy way to show people that the company cares about the community, but it would be better to know what the core values of the company are and what type of CSR initiatives they can be a part of. This does not mean that there will be lesser options for CSR. For example, Coca Cola’s “Copa Coca Cola” is a tournament which gave kids the opportunity to be active while playing football. This also gave kids who were less fortunate a chance to show their sporting talents and get recognised.  Hande Aksoy, 2014 FIFA World Cup global marketing manager, said that, “We’ve built a programme that’s not just about competition and sport, but about championing our values and leaving a lasting legacy.”

  1. Engaging employees

Another tip on making CSR effective is making sure that all the employees are on board with the programme. This is not only going to benefit the community but the employees as well. In the article, benefits of corporate volunteerism, employees feel more proud and motivated when they do engage in CSR initiatives which are run by the company. CSR is not only about helping out external organisations and communities, but also about taking care of employees of the company as well. Companies can make CSR initiatives something which employees with have a personal connection based on personal values, passion and hobbies. For example, Google Giving encourages employees to give back to society. They have the choice on how they want to give back to the community, through gift matching, volunteer support and even opportunities to take time off from work to support non profit organisations they love.

  1. Leading from the top

For CSR to be successful, it is important to have senior leadership to support these programmes. The senior executives have to lead the way and be an example for the rest of the company to follow. As the leader of the company, it is up to him/her to lead the way and make social responsibility a vital component in the company’s business activities.

  1. Encourage customers and stakeholders to speak up

If making a decision for what’s best for the company is hard, why don’t you get some advice from stakeholders and customers? This gives them an opportunity to tell you the best way you can contribute to the community, and it would also make them feel like their opinions matter to the company. The Body Shop took the advice of customers who were against animal testing in the production process. They were the first global cosmetics company that started campaigning to end animal testing in cosmetics in 1989. Since then, they have been successful in banning many countries all over the world from animal testing. By listening to advice from customers, they were able to implement CSR initiatives which was effective in shining the company in a positive light.

These are just a few tips on making CSR initiatives an effective one. Making CSR effective will only help improve the business performance of a company, as well as building a good reputation of the company.

Top 4 Trends in Sports Marketing

Top 4 Trends in Sports Marketing

The estimated total revenue of the global sports market this year is $90.1 billion. (Source: Statista) Ever since the digital age, the sports market has grown rapidly, and that includes sports marketing.

With many different platforms to watch sports, fans can easily watch the game they love conveniently wherever they are. As the year is coming to an end, let’s take a look at the top 4 trends in sports marketing in 2017.

  1. Virtual Reality (VR) and Augmented Reality (AR)

Ever since the NBA started streaming games on VR in 2016, many leagues have started to broadcast games on VR. About 300,000 people this year watched the Champions League Final where Juventus faced defending champions Real Madrid this year through a special VR app.

Many fans With the use of VR and AR, it allows sports marketing companies to think of original content that would appeal to their fans. With the use of data analytics, companies can put up AR advertisements which would only cater to their target audience, which will mean better response rate.

  1. Sports marketing on different platforms

The total number of users on Twitter as of the third quarter in 2017 is 330 million and the average number of active users on YouTube is 1 billion. People, especially millennials, are shifting their focus on mobile devices and social media applications instead of watching television.

In 2017, Ofcom reported that teenagers and children are watching 33% less television than in 2010.

As the number of users on these social media application rise, companies are spending more on advertising on these platforms. By the end of 2017, social network ad spending will hit $35.98 billion (Source: eMarketer).

Many sports clubs have also joined social media to engage with fans, provide live updates on games, and even market upcoming games or events.

  1. eSports is the future

Many people may not agree that eSports is a sport, but the truth is eSports is on the rise. The total revenue for eSports this year is $696 million, and it is estimated to reach the $1.5 billion mark by 2020. Through platforms such as YouTube and Twitch, many teenagers and young adults have become famous just by playing video games.

The NBA have announced that they will be starting a professional gaming competition, called the NBA 2K League, where each of the NBA teams have their own eSports squad. When they launch in 2018, only 18 out of the 30 NBA teams will be joining, but they are to have all 30 teams in the league eventually. To read more, click here.

This opens up an opportunity for companies to market their products and services through these professional eSports events, and clubs can also look into acquiring the assets of these eSports players to create digital content to market upcoming sports events or matches.

  1. Rise of Female Sports Fans

According to an NFL spokeswoman, 45% of the NFL fan base are women. (Source: Reuters) The campaign “This Girl Can” that was started by Sport England got 1.6 million women exercising in the UK alone. The number of female sports fans has increased, and it is about time to include them in sports marketing.

Over the years, we have seen many female athletes who are successful brand endorsers, it started with tennis stars like Serena Williams and Maria Sharapova, and it has gone on to sports like football like Alex Morgan with Nike.

Nike also released an advertisement that went viral this year that highlights the challenges Muslim women face when they become an athlete, to market their upcoming product line, the Hijab Pro, which is released in 2018.

With the rise of female sports fans, having marketing campaigns for both genders will certainly help business improve.

5 Tips On How To Use Social Media For Sports Marketing

5 Tips On How To Use Social Media For Sports Marketing

As of January 2017, Facebook is the most popular social media platform with 1.6 billion users. Well known social media platforms such as Instagram, Twitter and Snapchat has a combined total of 1.2 billion active users.

Sports fans use these platforms to engage in conversations with other fans or their favourite club and check for live updates on matches and latest news. This is the perfect opportunity for sports marketers to use real time marketing to interact with sports fans.

Here are some tips on how sports marketers can use social media to engage with sports fans effectively.

  1. Using the right platform for the target audience

There are many platforms sports marketers can choose from, but different fans use different social media platforms. The demographic of the fans vary throughout different platforms, and sports marketers should do their own background research to find out which platforms would suit the target audience.

For example, using Pinterest and Tumblr as platforms to attract and engage with female fans would make sense as they are used predominantly by female. The main purpose of using social media platforms is to engage with the fans and by carefully considering what resources the company should put into which platform will help a lot.

  1. Updating new content and staying up to date

Unexpected events that happen during a game can spread on social media like wildfire. This gives sports marketers to use that as leverage when promoting their products. Sports marketers can also use this events to engage with fans, and build relationships through polls and discussions on social media websites.

On social media, the attention span on a single event is very short, and this is why staying up to date is very important. Oreo and Snickers made use of this and had advertisements that went viral.

  1. Hashtags can be an ally if used properly

Creating hashtags that are relevant to the event will certainly help sports marketers to engage with fans. This has to be done before any events/games to build up towards the event/game. Sports fan who use the hashtags would write about relevant comments, and it would also be easier for people managing the accounts to respond and engage in conversation with those who use the hashtags.

Social media websites such as Twitter allows users to see trending topics on their platforms and if these hashtags go viral, it would reach out to a larger audience. The hashtags can also be used for upcoming competitions or giveaways to attract these fans as well.

  1. Collecting feedback and solving problems

People in general write about almost everything on social media. This gives sports marketers a chance to understand the problems their customers face when using their products and how they can do better.

They can reply to customers who are not happy with the products or services given by the company just by searching the company’s name on social media. Another way to collect feedback from fans is by using tools such as polls on social media accounts.

This will make fans feel like their feedback is important to the company which will improve the relationship with fans and the company.

  1. Using players as leverage

This depends on the amount of resources the company has, as athletes would most likely not do this for free. Usually, big brands like Adidas and Nike would use these athletes as leverage when they market these products. Adidas recently released the new Predator 18 boots and used famous footballers such as Paul Pogba and Mesut Özil in their advertisement to promote it.

Over 2 million people watched the advertisement in a week. To see the advertisement that featured Paul Pogba, click here.

Sports fans are constantly on social media keeping up to date with their favourite teams, especially during games and tournaments. Social media is the perfect play sports marketers can use to engage with fans and reach out to the larger audience.

How Has Social Media Impacted Sports

How Has Social Media Impacted Sports

Gone are the days where people listen to the radio or read the newspaper to get the scores for any sports game. I remembered switching on the television every Monday morning before leaving for school to check the score when my favourite team played the night before and I could not catch it.

Right now, all I have to do is to go on social media websites like Twitter and Facebook to get the latest updates. You do not need to even go onto any of the official accounts for the updates anymore, as in my case, the people that I am following are already providing live updates on the game already.

So, how has social media impacted sports?

Social media is a platform where people can write and share content or ideas and also participate in discussion. Many sports clubs have social media accounts, with Barcelona leading the pack with 159.9 million followers on all their social media accounts based on an article done by Business Insider.

This gives sports clubs a chance to understand their fans better with the help of tools such as Facebook Analytics and Keyhole (for Twitter and Instagram).

This also allows the clubs to engage with their fans, where they provide live updates during matchday, competitions and giveaways. Click here to find out more on the tips of how sports marketing can use social media to engage fans.

Social media not only allows fans to communicate with the clubs they support, but they also get a chance to see the lives of their favourite athletes as well. Athletes post pictures and tweets every single day, and even have question & answer periods for fans to learn more about their favourite athletes.

However athletes would also need to be careful with what they post on their social media channels. For example, in September 2017, Kevin Durant, a basketballer for Golden State Warriors, said some unpleasant words about his former team, Oklahoma City Thunder.

His move to Golden State in 2016 after 8 season with at Oklahoma City made many fans upset and posting that tweet was just adding salt to the wound. He eventually owned up to his mistakes and apologized for his actions, saying it was “childish” behavior.

With social media, athletes would also need to be more careful of their behavior when they are out in public. We have seen many players had their reputation get hurt because of pictures of them smoking or partying taken and posted on social media.

However, we have to take into consideration that these athletes are human too. They look like superheroes when they are on the field, or court, but at the end of the day, they are just like us.

Next, we will take a look at how social media has impacted sports marketing.

In 2015, a Major League Soccer team, Orlando City SC, organized a scavenger hunt on social media for fans to find tickets to their first home game of the season.

They provided clues on 3 different social media platforms, Instagram, Twitter and Periscope, and fans had the opportunity to get their hands on 3 tickets on each those platforms. This campaign was a huge success and many fans took part in the scavenger hunt.

This changed sports marketing into something more than just an offline platform to market campaigns, but also an online platform to carry out these tasks. There are many platforms on social media which cater to different kinds of people, and if it is done right, these campaigns can go viral.

Social media has changed the world of sports in almost every aspect. I believe that for clubs and sports marketing companies to succeed, they have to adapt to this change, or they will be left behind.

Lessons To Learn From Sports Marketing

Lessons To Learn From Sports Marketing

As a sports marketer, one of the most important goals is to engage with your fans meaningfully and capture new fans and connect with them. With the rapid rise of digital media, sports marketers are coming up with creative ways to engage with their fans.

Gone are the days where companies and brands focus on ‘traditional’ marketing such as newspaper advertisements. Many companies are shifting their focus to digital engagement with the fans. Here are some lessons sports marketers can take away to improve fan engagement.

  1. Building Loyalty 

One of the most important things in sports marketing is building brand loyalty to fans. Through sports marketing, many brands and companies have the opportunity to connect with these fans.

Creating loyalty programmes for these fans would certainly make them feel like they are part of the club, and strengthens the relationship companies and brands have to these fans.

In 2013, Major League Baseball team, Los Angeles Dodgers, launched an engagement programme that ‘rewards fans for supporting the club online, via social media and at Dodger Stadium.’

This creates a connection between the fans and Los Angeles Dodgers, and these fans would feel like they are a part of the club. Supporting your favourite club and getting rewarded at the same time? Who would not want that?

  1. Personalisation

With more websites providing personalized content to the user, sports marketers should consider starting on customizing their relationship with their fans. Advertisements which are relatable to their fans would not only attract attention, but also make them feel that the organization understands them.

Take a look at the “This Girl Can” campaign, where they wanted to encourage women to start leading an active lifestyle. The message was clear, that no matter how they look or how they do it, they can do what they set out to do.

More than a million women started to exercise, and now Sport England are looking at other “pinch points” that are preventing women to get active.

By showing people something that is relatable, it would not only make it easier for them to connect with it, and identify with the characters which are involved.

  1. Engage in Fresh Content

As you have already know, sports fans enjoy following their team through social media platforms such as Twitter and Facebook. Right now, the experience you get from watching sports is not only confined to the stadium, or the television. It has become something more than that.

This is a great opportunity for sports marketers to give these fans fresh content, to keep them updated with what is going in with their favourite team. Heineken are sponsors to many sporting events such as the UEFA Champions League, Formula 1 and Rugby World Cup.

As you can see on their Twitter account (@Heineken), you can see that they have a lot of content towards the sports events that they are sponsoring. During the Mexico Grand Prix last year, Hardwell had a performance after the race, which Heineken did a live stream of.

Giving the fans content would certainly improve fan engagement, and make fans want to be associated with your brand.

These are just a few lessons sports marketers should take note of when thinking of to get better fan engagement. With a better understanding on sports marketing, sports marketers can come up with better strategies to engage with the fans.

Millennials Impact On Sports Marketing

Millennials Impact On Sports Marketing

Millennials are the largest generation alive today, and they are set to take over the Baby Boomer generation by $3 trillion worth of spending power in 2018. With this in mind, marketers are shifting their focus on how to market their products and services to this generation.

Over the years, the number of people watching sports in a ‘traditional’ way, like television has been decreasing. In a world where our mobile devices can have multiple functions besides just the normal calling and texting, people, especially millennials, do not spend time watching live sports on television anymore.

Millennials follow sports in a different way. Nowadays, they get their updates through social media, and catch highlights through video applications such as YouTube. This is how they stay updated with the latest sports news.

With ITK (In The Know) accounts on Twitter and Facebook, millennials can even get transfer news from inside sources before they become official. Some of them are just transfer rumours, but some of them turn out to be real. Social media is also a platform where millennials can share their thoughts and engage with others as well.

Retweets, likes, reactions, comments give them an outlet to share their judgment on things the like and dislike.

Unlike other generations, technology plays an important role in the lives of millennials. They see it more than just a device for communication, but also feel that technology is the way of life, to communicate and share opinions with friends and even as a source of inspiration to improve their lives.

A study done by Comscore showed that online advertisements which are targeted to millennials should be 5-6 seconds for it to be effective. Companies would need to quickly get the attention and make their case in that few seconds. We can tell that this also meant that the attention span of millennials are shorter than the other generations, and sports marketers would need to be updating fresh content as much as possible to keep up with millennials.

Millennials do not only use technology to get latest updates and stay connected to the world, they also use it for other purpose, and one of them is shopping. 67% of millennials prefer to shop online than in store. (Source: BigCommerce) Online ecommerce websites such as ASOS and Zalora have become popular amongst the millennials, this also led to the increase in online sports club merchandise stores, and the biggest sports online store, ProDirect.

When millennials shop online, the biggest factors that would impact millennials buying decision are how fast their products take to deliver and shipping fees. With relatively cheap shipping fees and quick delivery, it is no surprise why ProDirect is the most well-known sports online store.

Understanding Millennials behaviour is also important when sports marketers try to sell their products to them. Studies have shown that Millennials do not like it when brands explicitly sell their products to them, but by telling a story, and showing how their products or services are adding value to the lives of Millennials.

Brands that explain and engage with Millennials tend to be successful because Millennials would feel that they are understood and their needs are being met.

Millennials are the biggest generation in the world right now and will be for a while.

The use of technology has made a big impact in their lives and sports marketing has changed because of that as well. If brands choose not to focus on this generation, it would only cause them more harm than good.