Hans CaseStudy PDF

VERIZON
WIRELESS REPORT
Executive Summary
Purpose
The purpose of this project is to provide Verizon Wireless with information regarding current
behaviors among millennials consuming sport content via mobile device applications.
Methods
Through secondary research, interviews, and surveys we focused on understanding current

behaviors of millennials consuming sport.
Results/Discussion
Platform Consumption
Millennials are using mobile devices as the main method for consuming sport.
Technology Engagement
Findings demonstrated that millennials want quick access to be able to read articles, look up scores,
and schedules using their mobile devices.
Sports Apps
Millennials are consuming sport information through apps on an average of 1-2 hours a day. The
most popular sports app is SportsCenter.
Social Media
Snapchat is the fastest growing platform. However, Facebook, Twitter, and Instagram were the most
used social platforms. Fans want to interact with social platforms to become a more engaged fan.
In-Stadium Apps
Millennials want an in-stadium app that will improve their overall game day experience. Desired
features include interactive in-game activities and updates of information.
Recommendations
In-Stadium Apps
Dual Interface
The merging of two apps into one, enhancing a fan's overall experience whether they are in-stadium
or at home.
Bluetooth Beacon
Enable the in-stadium features that will provide information from around the venue, such as ticket
vouchers, concession ordering, and restroom wait line times.
Social Media
Allowing fans to post onto their social media pages through the in-stadium app will keep them
connected to their followers and friends.
Snapchat
Live Snap Stories
Verizon Wireless should sponsor live story feeds connected to sporting events. The sponsorship
would entail pictures and videos uploaded to the storys feed that are overlaid with a Verizon
Wireless filter.
Verizon Player of the Week
A player selected based on online fan polls, will take over a team's Snapchat account and showcase
their life throughout a game day. It would allow fans to engage with the behind the scenes life of
their favorite players.
End of Game Highlights
Send end-of-game highlights, sponsored by Verizon Wireless, to all fans that follow the individual
team account. These highlights would include the game score, note-worthy plays and additional
information regarding the game through a series of photos and videos.
VERIZON WIRELESS REPORT
Table of Contents
Introduction..4
Purpose Statement5
Research Questions. 5
Literature Review 6
Consumer Psychology and Behavior...6
Fan Identification.. 11
Types of Fan Engagement 16
Best Practices.22
Current Trends...22
Popular Sport Apps25
Sport Technology Features28
In-Stadium Mobile Apps....32
Methods..36
Secondary Research...36
Primary Research...38
Results42
Discussion. 51
Conclusion.57
Recommendations..58
In Stadium App..........................................58
Snapchat.62
References..68
Appendix72
The sport landscape is constantly evolving; fans are interacting with leagues in unique
ways that were never thought possible. The development of technology has closed the gap
between fandom and franchises; players, fans, and organizations have become dependently
linked. Therefore, sport organizations need to build substantial brand relationships with their
consumers to increase all aspects of operations. Based on fan identification, consumption levels,
demographics, and psychographics, organizations should develop unique marketing mixes to
target cohorts and build brand loyalty. Technology has been a revolutionary source for sport
organizations to reach out and communicate with their fan bases. Sport organizations can utilize
the internet to sell gate receipts, merchandise, and other team related goods. Social media has
proven to be the most influential technology to increase fan engagement and brand relationships.
Social media sites such as Facebook, Twitter, Instagram, and Snapchat, link people
together in ways that were not possible before their emergence into the market. In sport, social
media and new technology has made two-way communication possible between fans and
organizations. Consumers expect up to date information and to feel as if they are interacting with
the team. The organization uses technology as a source of publicity and brand awareness.
Subsequently, two-way communication improves fan experience. Indeed, 61% of MLB fans and
55% of NFL fans consider themselves more engaged fans after they began using social media
platforms (Broughton, 2010). Due to this growth of fandom, both professional and collegiate
organizations have begun to implement multiple platforms of sport related content. Therefore an
increasing area of interest for sport organizations management is who, why, and how consumers
are utilizing technology to consume sport.
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Purpose Statement
The purpose of this project is to provide Verizon Wireless with information regarding
current behaviors among millennials consuming sport content via mobile device applications.
Due to the rapidly evolving environment of fan engagement through social media, Verizon
Wireless strives to achieve performance excellence by providing their customers with the most
innovative technologies for sport consumption. Subsequently with this research, Verizon
Wireless will be able to contribute and improve fan interactive experience.
Research Questions
1. What are the current sport marketplace trends of 18-34 year old (Millennials) consuming
sport content via technology?
2. In what ways do millennial sport consumers utilize technology applications to interact
with a sport entity within social media?
3. How does technology influence millennials to become more engaged fans?
4. What are the specific features that millennials want to have in a game day in-stadium
app?
5. What are the expectations that millennials have for a game day in-stadium app?
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Literature Review
Consumer Psychology and Behavior

Customers are the driving force for all organizations. Therefore organizations in and
outside of sport must be able to define their consumers to develop an effective marketing mix. A
concrete understanding of the consumer will allow sport organizations to increase consumer
consumption through gate receipts, team merchandise, memorabilia, and licensing. Therefore
sport organizations need to identify consumer consumption patterns of sport technology through:
sociodemographics, psychographics, and consumer psychology (Pitts & Stotlar 2007).
Sociodemographics. Demographic segmentation is the analysis of an individuals age,
geography, gender, education level, race, and ethnicity that provide a consumer profile that can
be interpreted for consumption patterns (Pitts & Stotlar, 2007). Sociodemographics are
immutable of a consumer, therefore they are fixed attributes that reflect an individuals
demographic segmentation. Organizations use sociodemographics to accumulate information
about their targeted consumers in an effort to segment the market, in turn develop specific
marketing plans for different segments (Pitts & Stotlar, 2007). In sport, sociodemographics are
critical for organizations to distinguish differences between their fan bases. The U.S. Sports
Consumption report identified that roughly 168,900,000 of the population are sports fans, with
gender segmentation being 55% male and 45% female (Harper et al., 2014). In addition, 42% of
the sport fan population, roughly 71 million individuals, are labeled at millennials between the
age of eighteen and thirty-four (Harper et al., 2014). This valuable information can be used by
sport organizations to enhance game attendance, merchandise sales, and all aspects of an
organizations operations. Furthermore, sociodemographics can provide insight into the behavior
among different demographics consuming sport via technology. That information can be used to
engage all fans despite the differences in the fan base.
Psychographics. Psychographics are traditionally divided into three areas of emphasis:
these variables are called interest, attitudes, and opinion psychographic variables (IAO
Variables) (Seppanen & Gualtieri 2012). Additional variables include personality, values,
opinions, interests, and lifestyles (Pitts & Stotlar, 2007). Psychographics, in turn, is an evaluation
of how an individual defines himself or herself as a consumer. Fans sport technology
consumption traditionally aligns with their IAO variables (Backman and Crompton, 1991). An
individual's interests and attitudes towards sport directly affect their technology consumption
patterns. Fans interest in a specific league and franchise will cause them to only use technology
associated with that entity. Using the MLB as an example, if an individuals interest, attitudes,
and opinions are associated with the Colorado Rockies, then they are going to use the MLB at
Bat app and only focus on the Rockies page. Sport organizations are able to research why and
who is consuming sport and sport related media through psychographic segmentation.
Millennial generation. Like all generations, millennials share unique characteristics that
are universal among the segment. Millennials are the largest segment size in history, roughly
eighty million individuals; therefore they are the most studied generation (Seppanen & Gualtieri
2012). Despite the large population, most millennials can be described as technology oriented
(Seppanen & Gualtieri 2012). Some additional characteristics of millennials include their
tendencies to: gravitate toward group activity, identify with their parents values and feel close to
their parents, spend more time doing homework and housework and less time watching TV,
believe its cool to be smart, and become fascinated by new technologies (Oblinger, 2003).
A unique attribute of millennials is they are the most diverse generation to date. The
population recorded the lowest number of Caucasian individuals at 6% compared to 7% of other
generations (Seppanen & Gualtieri 2012). The ethnic population of millennials are as follows in
term of percent of population: 19% Hispanic, 14% African American, 4% Asian, 3% Mixed race
or other (Seppanen & Gualtieri 2012).
Millennials have redefined the concept of self. They are caring, goal oriented, prefer
learning with teamwork, and are involved in their communities (Seppanen & Gualtieri 2012).
Furthermore, social media platforms provide new outlets for millennials to self-express. Social
media sites including Facebook, Twitter, and Instagram allow individuals to create unique
profiles that can be altered to their self-brand (Seppanen & Gualtieri 2012). Self-brand would
include specific sport organization an individual associates himself or herself with.
Millennials have the largest marketplace purchasing power among the population due to
their large segment numbers. In concordance with the large numbers of millennials, purchasing
power is facilitated through their parents wealth (Oblinger, 2003). Additionally, they have a
large influence on the entire marketplace as they set trends, and contribute to the success of a
product through social media publicity (Oblinger, 2003). Millennials have the power to dictate
trends in the tech marketplace. Applications like Snapchat and Instagram have experienced
exponential growth because millennials have turned them from a fad to a trend (Seppanen &
Gualtieri 2012). Therefore, sport organizations can leverage the large segment to improve the
consumption of their brand through technology. Brands must continue to keep up with demand
for speed throughout the entire transaction of goods and services. The purchasing power of
millennials is roughly, 200 billion of direct purchasing power and 500 billion of indirect
spending; subsequently organizations must continue to foster a connection to this segment
(Seppanen & Gualtieri, 2012). Millennials determine consumption patterns by consistently

exploring information through social network sites to determine the best possible price, product,
and promotion. Therefore brands should try and build a connection through social media by
communicating with their consumers on a twenty-four hour basis. Sport brands have the
potential to grow as organizations if they continue to connect to their fans through social media
and all sport technology.
Consumer behavior and consumption. Consumer behavior is essentially what actions
individuals take to satisfy their needs and desires. The common action used to satisfy these needs
is acquisition of good or services from different markets. Factors that influence consumer
behavior are cultural, social, personal, psychological, and motivational (George & Stavros,
2013).
Cultural is defined as different components related to culture or a culture environment, to
which a customer belongs (George & Stavros, 2013). This is critical in identification of sub
cultures that share a common experience or lifestyle in sport. As an example, the Colorado
Rockies work hard to maintain core values of successes, sportsmanship, family, and baseball
tradition that are a representation of their culture. Therefore, a fan of the Rockies will associate
themselves with the subculture of the organization that will influence his or her consumption
habits.
Social factors that influence consumer behavior are actions related to a reference group.
Additionally, preferred reference groups have a larger impact on levels of consumption (George
& Stavros, 2013). The Denver Broncos have a strong fan base throughout Colorado; therefore,
the Broncos fan base represents an external reference group for individuals. The connection that
is built between a reference group and an individual will directly influence his or her
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consumption of sport. The individuals will purchase merchandise that links them to the
organization physically, and purchase more gate receipts to Broncos games to facilitate their
inter-personal attachment. Subsequently, social and cultural factors can determine how
individuals consume sport via technology. Sport related technology, especially social media,
facilitates bi-way communication between a fan and their cultural based reference group (George
& Stavros, 2013). An individual will consume to a certain percentage of sport technology to
satisfy their level of identification to a reference group i.e. fan base. Fan identification will be
addressed in a later section.
Personal, psychological, and motivational factors, measured by IAO variables described
in psychographics, are opinions, activities, interests, and values of an individual that influence
consumption behavior (George & Stavros, 2013). Consumption is effected based on an
individual case basis from these factors. All individuals relate to sport in a different manner,
therefore organizations need to attempt to target different levels of IAO variables. Human
relationships between two people, however, are strikingly similar to personality dimensions
established between an individual and a sport team. Personal, psychological, and motivational
factors are the foundation of sport brand consumption. These factors are the foundation of what
drives human behavior, in addition to sport consumption via technology. IAO variables address
how individuals associate themselves to a subculture reference group, in other terms a fan base.
The fan base is the mechanism the drives all sport organization, therefore understanding their
tendencies is critical for developing the brand through technology.
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Fan Identification
The world of sports is comprised of many different assets, with a community built up of
fans. Although there is a vast importance for sport marketers to predict fans behavior, the
understanding in the world of sports has been very limited. Marketers have used many different
techniques to reach fans including sales, memorabilia, corporate sponsorship, and advertising via
radio, television and internet. This created an understanding that there is a full range of fan
behaviors that were of interest to sport marketers (Hunt, Bristol, & Bashaw, 1999, p. 439).
A fan can be classified as an enthusiastic devotee to a particular sport. These fans have
the ability to acquire a level of attachment that could manifest actions or behaviors towards a
specific team. With this understanding, multiple motivations and forms of sport related behaviors
become present making it apparent that a variety of different sports fans exist (Hunt et al., 1999).
When we examine individuals engaging in a sporting event we can classify them as a
spectator or a fan. There are many ways in which people will follow sport and sport teams,
which could range from watching a televised game to owning season tickets. This pattern of
consumption is the motivation when separating fans from spectators (Funk & James, 2001).
There have been many different models for fan classification. A common practice was
presented in a Funk & James 2001 journal titled, The Psychological Continuum Model: A
Conceptual Framework for Understanding an Individuals Psychological Connection to Sport.
The approach Funk used was to study the characteristics that fans portray and form when around
a specific sports team, player or league. The four boundaries that were discovered were
awareness, attraction, attachment and allegiance. Through comparisons to other prior modules,
differences were discovered that showed the benefits of the newer PCM segment model. One
advantage includes studies that allowed for more of a comprehensive interpretation of the fans
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relationship with the team. PCM also accounted for how the fan can choose to lessen the
importance of their connection and move towards a lower level of the PCM scale (Funk &
James, 2001).
Awareness. When looking into the Psychological Continuum Model, awareness is the
first level. This group was described as individuals gaining the knowledge that the sport and or
sport team exist, but has not selected a favorite. Many of these fans surroundings factor into the
teams that can imprint into the fans cognitive psyche. Examples can include family, friends,
mass media geographic proximity, and emphasis from a community. In most cases, awareness is
shaped by parents at an early age through team clothing, sport equipment and team
paraphernalia. An interview with children, ranging from 5-9, indicated that they learned, through
technology, about nontraditional sports such as gymnastic and swimming (Funk & James, 2001).
The younger generation has received other insights as they start school, join sports teams, and
make new friends. Adults can still fall into this category of awareness, especially if new sports,
teams and leagues emerge in their lifetime (Funk & James, 2001).
Attraction. The next level of the PCM scale is attraction. While attraction shows more of
a commitment to a specific sport entity, the motives still suggested a lack of complete devotion
to the specific team or league. This lack of devotion caused it to be defined as a low-level
connection that is not durable. According to Funks research, entertainment, escape, action,
drama, and social interaction are just some of the motivations people have exhibited for
attending games or viewing them on television.
Two specific terms that became relevant when the fan reached the level of attraction,
were BIRGing and CORFing. BIRGing is defined as Basking In Reflective Glory. Fans who
are BIRGing have had the tendency to attempt to internalize the success of others, such as
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wearing teams colors or clothes after a win, and also using key phrases, such as we won. The
other attribute is CORFing, which is defined as Cutting Off Reflected Failure. These fans used
phrases such as they lost, demonstrating that they have disassociated themselves from teams
that fail or are unsuccessful (Cialdini et al., 1976). This demonstrated that fans will display their
fandom when their team or player is successful, but they might not show the same commitment
if there is a negative impression surrounding the team (Funk & James, 2001).
Another facet of fitting into the attraction level was the increase of involvement, which
this journal describes as a state of motivation, arousal or interest toward a recreational activity
or associated product (Funk & James, 2001). When focusing on the involvement, Funk also
took into account the level of frequency or how often involvement occurs. The reason for
analyzing the regularity of involvement allows there to be a differentiation between attraction
and the next step up of attachment (Funk & James, 2001).
Attachment. The PCM notes that fans commitment level should start increasing as the
fan starts to feel more connected to the team or sport, which results in the ensuing platform from
the PCM being attachment. A fan progresses to the level of attachment that creates a more
intrinsic interest than an extrinsic interest.
Attachment is also based on past memories that have been established. When looking
back into the previous fandom categories, we noticed that the initial values that were presented to
the fan were family, friends, and community. Fans displayed a strong level of attachment that
was strengthened by the internal links and memories from past experiences based on attitudes,
values, and beliefs. More exposure and interaction with the team or sport would only amplify the
level of attachment that had been attained (Funk & James, 2001).
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Allegiance. The highest stage of the Continuum Model is allegiance, and loyalty is the
word that appears to be at the forefront of this level. Similar to the conceptual approach, the idea
of loyalty shows how a fan can completely dedicate himself or herself to a team or sport. A main
focus is attitudinal loyalty which is a solid attitude associated with a team or sport when
viewing or experiencing the team in a specific setting (Funk & James, 2001).
The PCM noted four main characteristics that were present when a fan reaches this level
of alliance, which include persistence, resistance to change, biases in cognitive processing, and
guiding behavior. Persistence refers to the fans attitude over time and their frequency of
thoughts, presence, and responses to their team or sport. Resistance to change alludes to a fans
steadfast commitment to a team, regardless of conflicting information or experiences; as well as
creating an emphasis on maintaining balance between their attitude and new information related
to their sport entity. The third characteristic is bias in cognitive processing which focuses on
the way that information is accepted; such as, positive information can be easily accepted, and
negative information will be resisted or interpreted to result in support. The fan would have a
more selective perception when evaluating conflicting information, and would defend their
preference. The final characteristic of the allegiance level, is the guides to behavior. The fans
are more likely to engage in behavior that is related to their team. For example, attending games,
reading articles, watching a sport event, and purchasing merchandise (Funk & James, 2001).
Moving from awareness to attraction. Studies regarding awareness focused on the
extrinsic factors that aided awareness to sports fans. These factors included the families, peers,
mass media and other socializing agents. An awareness fan has knowledge that a team or sport
exists. When the individual consciously selects a favorite team or sport, they move from the
awareness level to the attraction level. This jump could be as simple as an increase in
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entertainment value. If a team is winning, that could influence fans to select that team as a
favorite because they are fun to watch (Funk & James, 2001).
Moving from attraction to attachment. The behavior that has been associated with
attraction is that the fan has developed an emotional connection. As the fans relationship gains
strength, the attachment level became more complex and contributed to their self-concept. When
the fan becomes more devoted to the organization, we would see the stability toward the team
and/or sport grow with more motivation to resist an alternative choice. When the fan attends
more games, watches the games on television, and purchases and wears team apparel, this person
begins to identify with the attachment level of being a fan. The fan would display more
involvement and identify with the team. They would feel like they are a part of the team and
want the organization to be representative of their beliefs and values (Funk & James, 2001).
Moving from attachment to allegiance. The allegiance fan can be characterized as
persistent, resistant to change, and a strong level of commitment to the relationship. With the
understanding gained about how research defined a sports fan identity, our goal was to focus on
the four components presented in the means fans connected with their team, player or league.
The four identifiers used were awareness, attraction, attachment, and allegiance. The strategy
was to use these characteristics to determine what technology millennials utilize to interact,
connect and engage with their organization (Funk & James, 2001).
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Types of Fan Engagement

Currently there is a vast amount of entertainment options available to sport fans allowing
them to engage and interact with their favorite sport teams. Today there are approximately 168
million sport fans claiming to follow sports, watch sports, and attend sporting events (Harper et
al., 2014). The Global Sports Media Consumption Report 2014 defines following as,
Watching live or highlights coverage and/or read about frequently and/or talk about frequently
(Harper et al., 2014). In fan engagement research there is a focus on categorizing ways that fans
engage themselves using the PCM and how fans are using social media along with technology to
become better fans.
The main focus within this section was to discover the current behaviors of fans using
technology to affiliate themselves with sport entities. One of the most important considerations
factored into research is gender demographics. According to The Global Sports Media
Consumption Report 2014, 55% of fans are male, leaving 45% to be female. Furthermore, fans
of the ages 18-34 make up 42% of the 168 million that claim to follow sports. Sport entities are
taking new approaches, attempting to reach out to millennial target markets and the different
identities of fans.
Funk and James created four categories that fans could be placed in differentiating the
fans association. Awareness is the least associated type of fan. They are aware that different
organizations exist, however they do not have a preference of a team/organization. Awareness
fans may not be using the latest and greatest technology but they are aware of sport entities
because of other types of fans. Fans that classify as awareness could potentially like a Facebook
page or a team because they saw their Facebook friends like it, making them want to follow the
team. Sport fans will and can use media to contribute to their positive social identity, as well as
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their overall level of social well-being, and collective self-esteem (Phua, 2010). Fans can develop
a sense of awareness and engage with other fans through technology, including technology such
as sports web sites like Yahoo! Sports, ESPN Online, Sports Illustrated Online, and Fox Sports
on MSN (Phua, 2010, P.191). Awareness fans are more likely to engage with technology to
learn more about organizations and general leagues, or more than one team since they dont
directly affiliate themselves with specific franchises.
Attraction is the next type of fan on the psychological continuum model; these fans are
intrigued at a higher level by sport and entities.
A person begins to distinguish between different sports and teams, learns the rules
of play, knows the names of different teams, and understands the different levels
of a sport (e.g., high school, college and professional football), he or she
experiences an increasing level of awareness and moves towards attraction.
Increasing awareness may lead an individual to compare and contrast different
sports and teams and make the conscious decision that he or she likes one sport or
team more than others (Funk & James, 2001, P. 127).
Attraction level fans develop a cycle throughout their life of individual social motives and
attraction to specific teams beginning with choosing a favorite sport team. Attraction fans look to
sporting events as a pleasurable experience, an escape, and a way of excitement (Funk & James,
2001, P.129). On this level of fan engagement fans can be easily influenced when associating
themselves with a sport team due to surrounding factors, personal satisfaction, and the overall
team achievements. The internet is especially useful for sports fans because they can connect
from anywhere in the world, have unlimited access to information, and the latest updates related
to their favorite teams and players, as well as engage with fans that have common fandom.
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People that associate themselves with this category begin to associate their individual
lives and interests with sports and are looking at what they can do to become more engaged.
Attraction fans would be more likely to engage on social media sites to learn more about their
favorite teams and share commonalities with other sport fans and friends. Since attraction fans
use sport as an escape they are more likely to engage by watching T.V. and attending the events
because of the thrill sports offer to them. At this level these sport fans would be interested in
downloading apps that apply to their teams and actively follow specific teams to follow their
seasonal progress. Attraction fans actively seek out their favorite teams to follow rather than
following a league or other broad sport organizations.
The third level of fan identification in the PCM according to Funk is attachment. A
person has reached the level of attachment when he or she has formed a stable psychological
connection to a sport or team [] Attachment represents the strength or degree to which
evaluative tendencies and responses elicited by a team or sport trigger certain associations that
are meaningful (Funk & James, 2001, P. 132). Becoming a fan that is attached can mean that
the sport takes on a role in the individuals life and attitude. At this level we begin to see fans
associate themselves with the team in that psychologically they tend to have internal connections
of attitudes, values and beliefs. A prime example of attachment can be sport fans who actively
follow and engage with their sport entities. On social-networking sites, fans can connect and
receive up-to-the-minute news about their favorite teams and players. The level of association
with an attachment fan can be represented through technology; these fans are more likely to have
a mobile app for their favorite franchise like NFL RedZone so they can follow their
organization. Attachment fans are constantly looking at different ways they can interact or
become interactive with their favorite entities.
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Allegiance is the highest level a sport fan can be considered. Loyalty is key to this group
because individuals want to represent and be loyal to one team or organization. Allegiance fans
are those that are season ticket holders, individuals that attend games regularly, and share a
commitment and passion to associate them with the entity. A portion of allegiance fans could be
seen on their own time actively looking at statistical data, downloading the newest sport apps,
and following entities on every platform available. They even take a further step and follow
individual players on social media, obtaining a deeper understanding of sports. Having high
standards and expectations is common for allegiant fans as they have the highest loyalty to the
organization. Allegiance fans are the season ticket holders of the group that share a passion with
the team. These fans are the most engaged with the team and what is going on within the entity.
Fan Engagement Through Technology
Today, watching live sports is an even more active experience because our devices are
always within reach77% of us now watch TV with a laptop, phone or tablet nearby
(Greenwood & Yorke, 2014). Due to all the interactive experiences available today fans are
always on the lookout for what are the newest trends. After collecting our data our groups goal
is to identify common trends that the PCM model and millennial fans use, how technology has
allowed fans to develop fan identification like the PCM model. Technology allows for fans to be
able to take a big step becoming closer with their favorite teams and keeping them up to date
with through technology. 34% of fans have paid to watch sports on TV in the last 12 months
(Harper et al.). Due to the resources that we have today such as mobile devices, TVs, laptops and
tablets fans are able to connect with audiences across many different platforms. Television is the
most used when it comes to fan engagement, fans are willing to pay for subscriptions to different
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sport packages available on T.V., computers, tablets and mobile devices to watch their sport
teams.
The advancement of television has given at home viewers an advantage; companies like
DIRECTV have created packages for fans of all levels giving them access to view every game at
their fingertips. Cable/Satellite Subscription packages allows for fans to be able to keep up with
their teams at home or on their technology devices leaving the wild crowds and noise at the
stadium. Avid followers like attraction and allegiance fans tend to follow other teams for score
updates and standings using television to follow the latest news with franchises and be able to
watch multiple games at once. With media advances such as NFL RedZone fans are able to
engage with their favorite entities making the at home experience an option for viewers all over
the U.S.. NFL RedZone also allows for viewers to follow their fantasy teams making fans feel
connected with their favorite franchises. Staying at home gives viewers an advantage to follow
many other sports and teams while not leaving the couch. Television allows for viewers to
engage at home allowing fans to stay connected with their organizations while not being able to
attend the event.
Mobile devices have led to an overall fan experience on the go, fans are now able to
access information and game information right on their phone or tablet at their hands. In our
primary our goal is to identify what features millennials like within an app and what expectations
they may have, for example; instant replays, score updates, sport news, injury updates, player
bios and more. More fans today are using a second screen while watching sports;
Online consumption of sports remains firmly established as the second most
popular method, with approximately two-thirds of fans following sports online.
Consumption via mobile devices and via social networking platforms have both
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seen significant increases in use this year with approximately 4 out of 10 fans
accessing sports content via a mobile device and over a third of fans now
following sports on social networking platforms (Harper et al., 2014, P.11).
Technology on the go has allowed for fans to become interactive with other fans giving them an
advantage of being a fan. Mobile devices allow for the biggest updates to be spread to those fans
that are engaged. Over a third of fans that access sport content through websites access that
information at least once a day and use websites to watch instant replays according to The Global
Sports Media Report.
Fans are using mobile devices to have the ability to interact with other fans on social
media outlets. They want the ability to post, share and tweet and see what is trending in sports at
the current moment and social networking sites allow them to do so. Mobile apps are the
quickest way for fans to engage with other fans and entities all in one location. The Global
Sports Media Report claimed that 68% of fans consume sports online and 24% of engaged
football fans use social networking platforms where 29% of engaged fans use social networking
platforms. 1 in 4 mobile fans only use apps to follow sports on a mobile device. Mobile apps
have allowed for fans to stream games on the go and have updates with everything that is
occurring off the field.
Fans are constantly looking for new ways to interact with their team; mobile devices,
websites, and TV allow for interactive experience inside and outside of the stadium. Through our
research we will discover what fans are using to become more engaged by using technology at
home and in stadiums.
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Best Practices
Current Trends
Today, 70% of the adult population claim to follow sports. Of those 168,900,000 sports
fans, 42% of them are ages 18-34, which is the largest age group, and 55% of these fans are
male, while the rest are female. The number one method for consuming sports is watching games
and events on the television, with 96% of sports fans using this as their medium. 56% of sports
fans consume sports online, 53% read about sports via printed sources, 51% of fans attend the
games or events, 42% listen to the radio, 21% use their mobile devices to get their sports fix, and
15% use social networking platforms (Harper et al., 2014).
The consumption of sports content using newer technologies and social media platforms
has increased over the years as these devices and platforms have become more popular. While
TV is still the number one means of consuming sports, content that is being delivered via the
internet has increased by double digits from year to year according to The Global Sports Media
Consumption Report 2014, with the majority of these users ages 18-34.
Television. Although we may see internet devices and connected televisions (i.e. Smart
TV) being used more than televisions to consume sports in the future, today TVs are still the #1
way sports fans engage with sports. The 96% of sports fans that watch sports on TV are spending
an average of 3.3 hours per week following sports on their TVs. Also within in these 96% of
sports fans, 34% of them have paid to watch sports, beyond paying for their standard television
subscription, on TV in the last 12 months, and 8% of them are watching sports via a connected
TV. Because of the continuous popularity of the television and the increasing popularity of
internet devices, it is natural to assume that in the future, connected TVs will become
increasingly popular (Harper et al., 2014).
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Online. The percentage of sports fans consuming sport content online has increased
from 63% in 2013, to 68% in 2014. It has becoming increasingly more common for fans to
access sport content using the internet. Of these sports fans, 50% of them are ages 18-34 (Harper
et al., 2014). This is the largest age group to use online devices to follow their favorite sports
teams and athletes. This provides a strong opportunity to appeal to millennials and the way they
prefer to keep connected with their favorite sports teams.
Mobile devices. While the majority of online streaming is done on computers or laptops,
mobile device usage has increased over the past 4 years and should not be overlooked (Harper et
al., 2014). Within the 70% of the adult population that claim to be sports fans, 42% of these
individuals consume sports via a mobile device, and 1 in 4 mobile fans use only applications,
instead of websites or both, in order to follow their favorite teams and athletes. 62% of these
sports fans are ages 18-34, which again is the largest age group (Harper et al., 2014).
Social network platforms. Sports fans ages 18-34 are using social media platforms
more than any other age group at 65%. These social fans use an average of 2 social networking
platforms, 70% using Facebook, 40% using YouTube, 24% Twitter, 16% Google+, and 10%
Instagram (Harper et al., 2014).
There are many ways to interact with your favorite sports teams via social media. The
following figures give a deeper insight into how all sports fans are using their social media
platforms to interact with their favorite sports teams and leagues. The most popular activity is to
follow your sports teams or leagues, which allows you to view any content they post on their
social networking platforms. Beyond following, fans can watch live streaming, read news
articles, watch short clips, and watch videos of game or event highlights.
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Figure 1. Sport content accessed on social networking platforms.
When following a sport team or league, you

are able to share content from their postings onto
your own social media page. The following graph
shows the most popular items that sports fans share
onto their own social media pages. Fans can share
items such as pictures, content from sports teams and leagues pages, short clips, content from
athletes pages, and news articles. When a sports fan goes beyond simply following a sports team
or league and shares the content those organizations post onto their social media platforms, this
allows the fans friends and followers to see content and engage them as well with the sport
entity.
Figure 2. Sport content shared on social

networking platforms.
The need for innovation. As stated earlier, television is still the number one method for
consuming sports today, with 96% of fans watching sport content online while only 52% are
attending games. One difficulty today with the improvement of technology is that enjoying a
25
game in the comfort of your own home has become the preferred way to enjoy a live sporting
event, instead of attending the games or events. As technology is still growing and advancing,
sports teams need to innovate and provide their fans with a superior in-stadium experience that
gets them away from their cheap beer and comfortable couches they have at home. Many teams
and sports leagues are attempting to make live events closer to that at-home experience by
adding better WiFi in stadiums, replay footage, and other streaming media coverage (Poeter,
2015).
Outside of the stadium, fans still expect to be able to be connected to their favorite teams
and players. Before Twitter and Facebook, you could only speak to professional athletes and
organizations by attending an Appearance or Autograph Session, whereas now you can Tweet at
them, or tag them in a post or picture, and you can potentially get a response directly from their
personal account. This gives fans a sense of connection and makes them feel they have a
relationship with these players and organizations.
Popular Sport Apps
As we saw from secondary research of current trends of fans consuming sports via
technology, mobile applications have increased in popularity as an option for consumption. As
this increase has occurred, some applications saw more success than others in the sports industry.
According to the Nielsen Year in Sports Media Report for 2014, there were 72.3 million
people globally that consumed sport content via a mobile device. The amount of time spent on
mobile sports content has increased by 35.6% since 2012 with the average person spending 99
minutes on mobile content per month. While the more avid sports fans are found to have
multiple sport applications downloaded to their mobile device, the average consumer has
approximately 2 sports apps on their mobile device.
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With a wide variety of applications available to sport consumers, some have gained more
popularity than others. The Nielsen Year in Sports Media Report for 2014 found that the top
applications used in relation to the number of minutes consumers spend on them are:
1.
ESPN Sports Center
2.
MLB At Bat
3.
Team Stream
4.
NFL Mobile
5.
Yahoo! Fantasy Sports Fantasy Football
These top five applications range in price, content and features, all providing a different mobile
experience for sport fans.
The top app, ESPN Sports Center, has a variety of features available to its users in order
to engage as a sports fan. Users have the ability to check score updates from 31 different sport
leagues, including both professional and college level sports. Users also have access to the most
recent news stories published by ESPN and the popular topics that are being discussed
throughout the sports industry. Consumers are also given the option to watch or listen live to
ESPN radio or TV on their mobile device; the channels and broadcasts that are available will
change depending on what is live at that time.
Another feature available to ESPN Sports Center users, which can be found on multiple
of the top apps, is the ability to personalize your experience. Users can choose which teams or
leagues they would like to follow and receive updates for. Users can change their app setting to
receive notifications during games, such as at the start and end of the game, scoring plays and
score updates at the end of each period. Consumers also have the option to customize what type
of news alerts they receive on their phone; they can choose team specific, league specific,
27
breaking news and even fantasy updates in addition to other customizing options. The features
that can be found on ESPNs app are similar to those found on the MLB at Bat application,
which provides more detailed updates and news for the MLB.
Fantasy leagues on mobile devices. While many sport applications have seen a rise in
usage in recent years, Fantasy Sports has had the most noticeable change. Just in 2014, there has
been an 847% increase of daily fantasy sports participation on mobile devices (Heitner, 2015).
While Yahoo! Fantasy Sports Fantasy Football is dedicated solely to fantasy sports, additional
apps in the top five most popular sport applications such as ESPN Sports Center and MLB At
Bat, have features dedicated to reaching the fantasy sports market.
The Nielsen Report found that daily fantasy football sites are an emerging category and
have seen tremendous growth over the last year. While the popular applications, such as ESPN
Sports Center do have, fantasy features, there are additional applications that attract only the
fantasy sports market. Two fantasy applications, DraftKings and FanDuel, has seen an increase
of unique users over more than 800% in the past year with the audience increasing from 319,000
to 3,022,000 in just one year.
As these smaller applications grow at an exponential rate, market dominators such as
ESPN are also taking note. Recently, ESPN made an exclusive deal with DraftKings to make the
startup the official daily-fantasy sports offering across the sports giants platform, (Spangler,
2015). ESPN is hoping to tap into the ever-growing market of fantasy sports participants and
reach more consumers to their technology platforms.
As the category has grown in popularity, a difference in fan consumption has been
observed throughout the fantasy sport segment. A survey of fantasy sport players found that they
tend to be stronger consumers of the major product and service categories than the average
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sport fan and the general population, as a whole, (Dwyer & Drayer, 2010, p.209). These
developments findings would put place fans in the attachment and allegiance categories of the
PCM model that was discussed above.
Sport Technology Features
With the variety of applications available to sport consumers, there is a wide range of
features available on each mobile app. The growing technologies allow fans to access results,
news, information, highlights, event ticketing, club membership services, social networking sites,
fantasy leagues, interactive games, andmobile television, (Hutchins, P.510, 2012). The
different options provided by sport applications let fans cater their mobile sport experience to
their desired fan experience.
In order to determine which of these features sport consumers find the most valuable to
their fan experience, a variety of organizations have conducted research on the topic. The
following graph illustrates the results of a survey conducted by Clearleap, a platform for
enabling multiscreen viewing, that looked at the most used sports app features (Most used sport
apps, 2015).
Figure 3. Most Used Sports App Features

Among US Sports Fans, Jan 2015.
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While these sport app features are broad categories, the results of this survey give an idea
of what type of content sports fans are looking for when using a mobile application to engage as
a fan.
The Global Sports Media Consumption Report 2014 also surveyed sport fans to
determine some of the most used features on mobile devices. The survey included two generic
categories of features that can be found
on mobile technology: what type of
content they watch and the types of
content they read online. On the
following pages are tables that represent
their findings.
Figure 4. Type of content and devices used to watch sports content online.
Figure 5. Type of content and devices uses to read sports content online
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The results that illustrate that almost 50% of sports fans use some type of mobile device
to consume sport content online are staggering. While the majority of sport consumers also still
use computers to engage with their chosen sport organizations, the growing mobile device
percentages illustrate that a growth in popularity of mobile applications can be expected. These
results also demonstrate which features are most popular among mobile device users. The two
most popular features, live streaming and statistics/information are all about quick and easy
access. Being able to reach this content anywhere via a mobile device allow fans to engage on
the go quickly and efficiently.
The desire for quick access to information via mobile device applications was also
illustrated through a study conducted by Harris Interactive for SOASTA surrounding the 2014
March Madness tournament (Apps score, 2014). The research they conducted focused on fans
that were planning to check their mobile device during their day to keep track of the tournaments
progress; 50% of respondents planned on checking their mobile devices at least once a day. The
respondents were also asked what features they used most in order to improve the experience as
a fan of the March Madness Tournament. The results of the survey can be found below on figure
6.
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Figure 6. Ways the mobile apps improve the March

Madness experience according to US smartphone/tablet
users, March 2014.
When observing these findings, a

key word that was seen throughout is
easy. The different features that these
participants used in order to improve their fan experience during the tournament are generally
centered on quick and easily accessed information. This desire to rapidly gather content has lead
to users to spend shorter amount of times, an average of 3.7 minutes a day, on their chosen sport
applications (Apps score, 2014). This suggests that fans want to be able to engage as a sport fan
with their peers and favorite teams without dedicating a great amount of time and still being able
to conduct their additional day-to-day responsibilities.
After gaining an understanding of different features that have proven to be popular, it was
important to recognize how distinctive levels of fans use these features and if some are more
popular among different levels. The relationship between different levels of fans according to the
PCM scale and their interactions with varying features on mobile applications was observed
through our primary research.
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In-Stadium Mobile Apps

Sport teams are now tailoring fan experiences by having in-stadium apps available for
fans to download becoming practically a social norm. Millennials today are attached to their
phones at all times of the day creating a larger target market for sport entities as they reach all
different engagement level of fans. Mobile phone users today are considered the smartphone
generation. A study conducted by Mark Dolliver examined millennials and ways that they were
using their phones on a daily basis becoming obsessed with connectivity. 47% of millennial fans
check sports scores or visit sport sites through their mobile devices; fans are looking to use
mobile applications to become more engaged.
Mobile apps vary depending on how much user engagement brands are looking to
achieve. Some mobile app companies are focusing on the in-stadium fan engagement compared
to the at home user experience. With a need to feel
connected mobile app users are looking for ways that they
can become more knowledgeable about the teams they are
following. In our research we have found that fans are
currently using apps like ESPN and social networking sites
to gain primary insight making them feel connected to their
sports.
Figure 7. Screenshot of 49ners in-stadium app
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In-stadium mobile apps are on the rise; organizations like the San Francisco 49ers have
taken the leap to marginalize on fans in game experience through an app. On Levis Stadium
launch of the app they claim that by using the app it is the best way to experience a 49ers
game. The Levis Stadium app will enhance your game day experience with features including
mobile tickets and parking passes, mobile ordering of food and beverages, wayfinding to
navigate around the building, and a game center for high-definition video replays. (Stadium
Mobile App, 2015)
The in-stadium mobile app has a wide range of user engagement to fulfill needs of
different fan types. It enhances fans experiences so that they dont have to miss a second of the
game, they can have food delivered right to their seat or as a resource to see high definition
instant replays. For the awareness level fans this app can help them become more familiar with
the facility including parking and accessibility.
Mobile apps like Tap Walk, AT&T Stadium, Verizon Center Mobile App are geared
towards fans that are in the stadium using the newest technologies such as Bluetooth technology
using Beacon signals that allows for companies to be the leading provider of innovation like
Verizon. The Beacon signals allow for companies to activate specific app oriented information to
those inside the stadium only by detecting the smartphones that are nearby. The beacon signals
allow for fans to be able to engage at the event creating an even greater fan experience, it
customizes a personal fan experience that they can engage in because of their location. The
Verizon Center Mobile app that will be released soon with interactive experience for fans,
including QR Codes, event schedules; interactive maps customer service feedback and problem
reporting and troubleshooting skills it allows for fans to have their voice be heard first hand. Tap
Walk is seen as more of a broad mobile app that can be used across many different platforms and
34
events while fans are in the stadium, the app includes interactive maps and directories along with
ratings of stadiums event locations.
The AT&T Stadium App for the Dallas Cowboys includes a game day amenities with
game day experiences, interactive experiences, traffic routes, parking reminders, directions to
your seat with locations to food and drinks throughout the stadium. The non-game day amenity
consists of a tour of AT&T Stadium, events schedule, news, social media, photos and videos,
VIP information, In-app ticket purchases and educational information for fans. The Cowboys
main focus with the app is to enhance fan engagement and experiences within the stadium.
The Minnesota Vikings have released an in-stadium app for their fans, this app focuses
on the latest media content that is occurring within the team, stadium amenities map,
concessions, stadium locations, fan guide policies, bag policies, parking and transportation
options to getting to the stadium. The Vikings took the big step of differentiating themselves
from other in-stadium sport apps with have real time breaking news from the Vikings, previews
of upcoming matchups, post-game blogs, video clips of press conferences, coach and player
interviews, podcasts, and real time statistics and scores from the NFL stats engine. The Vikings
are looking to create the most interactive experiences for their fans at home and in the stadium.
They have also made their app compatible for iPad users for those who wish to engage via iPad.
The Denver Broncos released an in-stadium app in 2014 called Broncos In-Stadium
LIVE, this app only works for fans that are in the stadium offering live video and stadium
enhancements with Broncos news and stats. The Denver Broncos have created a separate app for
viewers at home, Broncos 365 is for fans at all levels to engage with what the team is doing,
news updates, stats and game day events.
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This year the NFL created an in-stadium mobile app that was partnered with Verizon for
the 2015 Super Bowl XLIX. The mobile application worked for fans that were at the stadium
creating a more enhanced viewer experience. Because the app contained such advanced
technology it was a success with only reaching fans within the stadium from using geo-fencing
beacons that were able to release specific information to fans at the event. It gave the fans the
access to view instant replays and watch from four different camera angles, the app included the
commercials that were being played on TV during the event. Since the app was not tailored for
fans at home, if they downloaded the app it did not work you had to be at the stadium to be able
to use the app.
In-stadium mobile apps are a rising trend, sport entities want to continue to enhance the
in game experience so fans continue to participate in attending home games. Sport entities are
looking to personalize individuals experiences with appealing to different fan demands. Teams
that are taking the initiative and creating an app are customizing their fans hands on experience
having them feel need to be at the game participating rather than at home and missing out.
36
Methods
Secondary Research
Research design. This section will describe how we conducted academic research and
observations of current best practices to gain a better understanding of the approaches
millennials use to engage in sports through social media and technology. It was designed to
provide insight of how fan engagement has progressed over time and the new opportunities that
are being consumed by millennials.
Sample. Our research was directly focused on millennials between the ages of 18-34.
The target population consisted of both men and women of any ethnicity. Our attention was
focused on scholarly articles and reputable sources that pertain to our areas of emphasis. We also
worked to encompass articles that show how teams have incorporated technology into their
stadium and social media to create a better engagement opportunity for the fans.
Data collection procedures. The main methods we used to collect our secondary
research was Google Scholar, CU Libraries and the Elon University academic journal library.
We derived key words, from our research questions; specific words of emphasis were
millennials, sport content, sport applications, sport technology, consumption and current trends
that were used target academic journals and articles that related to our research questions. Based
on the key word searches, the online databases provided a sample of sources ranging different
levels of credibility. When researching articles in relation to the study of current best practices,
all articles were published within the last two years in order to provide the most up to date
information as much of our research is focused on current information. Subsequently, as a
collective we reviewed all the research to find credible sources to use for our data collection.
Journals were evaluated on the credibility of author, peer-review process, and appropriate field
37
of study (Evaluating the Credibility, 2015). Utilizing these techniques we were able to
distinguish academically valid sources that applied to our research questions.
We were able to break down our research questions into specific areas of emphasis
included: sports and technology history, fan identifications, fan engagement through technology
and fan psychology. This segmentation of research was based on consistent themes that appeared
throughout our data collection procedures (Thomas, 2006). A better understanding of these
topics will provide a foundation of background information and how current sport entities are
utilizing technology to increase fan engagement.
Data analysis. After our data was collected we analyzed current behaviors and
developments that were valuable to answering our research questions. We used graphs, matrices
and charts that illustrated our findings of what the most popular sports apps are that
organizations are using. We were able to compare the different apps and the features that they
offer to their consumers by creating a competitive matrix analysis.
A competitive matrix analysis is a chart that compares one companys product and
services to their competitors. This analysis allowed us to compare the features of the top five
most used sports apps. We were able to use this information to see if there is correlation between
the data found on the most used features and the most popular apps. In order to determine which
categories would be compared when creating the matrix, a coding exercise was used to identify
which features are available on each of the top five most used sports apps. A thematic analysis
was then be performed on the coded data to determine which categories would used to compare
on the matrix.
After the thematic analysis was performed, there were 9 main themes identified
throughout the apps available features. These 9 themes would be turned into the categories in
38
which the top five apps were compared against. These categories included: personalization
capabilities, notifications, fantasy, shopping, multiple league options, real-time scores and
statistics, articles, videos and live broadcast accessibility.
Through our findings we were also able to show our results of the devices that are most
commonly used to access sports content, allowing for a better understanding of what fans are
using to become better fans through technology. Another area that we were able to analyze is the
current trends of in-stadium apps and the growing popularity that they show. It allowed us to
understand the specific features that fans access and utilize helping us understand the overall
trend of fan engagement. Overall we used our research to discover how millennials are currently
using apps and technology to stay connected with their favorite teams. Also discovering how
they use social media to interact within the sports community and how they use technology to be
more engaged as a fan.
Primary Research
Research design. Our primary research will provide an analysis of expectations of
technological features utilized for sport consumption and how fans interact with sport. We will
distribute surveys and conduct interviews targeted at millennials. As a collective, we will be
conducting a descriptive case study of millennial consumption of sport content via technology.
From the case study, we hope that we are able to distinguish trends among cohorts, and track
which platforms are most popular for consuming sport.
Sample. The target market of this case study is millennials. Millennials are defined as
those born between the years 1981-1997, making them between the ages of 18 and 34 (Oblinger,
2003). We are not targeting specific demographics within the sampled segment; however,
specific attributes will be recorded. Individuals that participate in the study will be categorized
39
by their age, gender, and ethnicity. This distinction between participants will provide a better
understanding of how consumption of sport is affected by specific demographics.
In selecting our participants for both the survey and the interviews, the sample will be
evenly distributed amongst male and female participants. Each interviewer will conduct an
interview with one male and one female participant between the ages of 18-34. Our goal is to
minimize bias in both the interviews and the survey results by reaching a variety of sport
consumers. This includes measuring levels of fans according to the PCM model, consumers of
different types of sports and a variety of demographics.
Participants will also be evaluated based on their individual psychographics. Individual
psychographics are based on IAO variables that include personality, values, opinions, interests,
and lifestyles (Pitts & Stotlar, 2007). Participants interests and lifestyles will be the point of
interest; in turn how they associate with sport. Furthermore, participants have to consume sport
via technology; the platform of consumption will not be discriminated.
The foundation of this study hinders on targeting the desired participates based on
demographics and psychographics. To summarize this descriptive case study will target
participants that are 18 to 34 year olds, with an even distribution of gender and fan identity who
both consume sport and associate themselves with sport in any matter.
Data collection procedures. Large populations of millennials participate in different
social media platforms; sites include Facebook, Twitter, Instagram, and Snapchat. Social media
platforms will be the first avenue used to reach our target population. Social media will allow us
to reach out to an extensive number of individuals from a variety of different demographics. The
data collection instrument used will be a survey that is scripted to provide data on the sport
consumption patterns of the participants. Survey questions will be centered on the idea of
40
determining what millennials want and expect from mobile applications, social media, and
technology as it pertains to their sport or sports team. Additionally, the survey will ask
participants age, gender, and ethnicity. In this study, Facebook will be the primary platform used
because is provides a large amount of web connections among millennials. Facebook does not
provide a reliable survey tool therefore we will be using an outside application called Qualtrics.
Qualtrics is an online survey software that provides real time data capture. Appendix A
provides the survey questions that were used. The sample size will be based three factors: the
degree of confidence, the maximum allowable error, and variation of the population (Lind &
Mason, 1994). To establish the population parameter, for this case study we will set the
confidence interval at .90. A ninety percent confidence interval will provide the degree of
accuracy desired, indicating the sample data is an accurate representation of the population (Lind
& Mason, 1994). The survey was developed to directly attempt to answer our research questions
through primary research. Subsequently, questions were scripted to provide qualitative data,
allowing us to find consumption behaviors among the population of survey participants.
Our second method of data collection is personal interviews. We will interview
individuals within our target population of millennials and their consumption of sport via
technology. Surveys used in the first data collection will provide an adequate amount of
quantitative data; Interviews will provide a more in depth examination of features preferred by
millennials. The interview questions used for data collection can be found in Appendix B.
Practitioners will record the interviews using a audio recording device. Subsequently, the
recorded interviews will be verbatim transcribed into scripts; interview scripts can be found
Appendix C.
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Data analysis. Once we have collected our data we will analyze it to compare the
responses from the study participants. The data collected from the survey will provide data
necessary to build a graphical analysis. Bar charts will be utilized to display the consumption
patterns among the sample. Frequency analysis will also be used to illustrate how often different
technologies are used in comparison to their counterparts. Furthermore, the interview process
will be analyzed based on key word frequencies. Conducting a thematic analysis on the coded
interviews will identify themes of the data collected. In order to determine themes found
throughout interview responses, coding will be completed for all individual interviews. If
repeated patterns are found throughout the coding exercise, then we will assume that segment of
the data could be significant to our results.
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Results
What are the Current Sport Marketplace Behaviors of 18-34 Year Old (Millennials)
Consuming Sport Content via Technology?
Our survey of 193 participants provided a snapshot of the current sport marketplace
trends of 18-34 year old (Millennials) consuming sport content via technology.
Platform consumption. The results of the survey indicated that 60% percent of the
sample consumes sport for at least an hour a day. Furthermore, 83% of individuals consume
sport between 1-4 hours a day. This illustrates millennials are seeking out a significant amount of
sport content daily through different technology platforms. Platforms used are mobile phones,
desktops, laptops, television, and radio. Mobile phones, however, are the most popular option for
consuming sport content. Mobile phones were ranked by 51% of our sample as the most used
device to consume sport. This data showed mobile devices are a preferred medium of sport
consumption among millennials. The ability to find sport content fast and on the go is in demand.
Individuals want sport related content available at any time.
Technology engagement. It is important to review how millennials are consuming sport
on a daily basis. Our results showed that millennials engage in a number of different activities
ranging from reading articles to following players social media accounts. On mobile devices, the
most popular activities were reading articles and looking up scores and schedules. Data
indicated, 86% of the survey sample reads sport articles on a daily basis; furthermore 85% use
their mobile phones to look up scores and statistics. Similar results were found for computer
consumption. The one notable difference of engagement between mobile devices and computers
was live streaming. There were 24% more individuals that indicated they use computers to live
stream compared to mobile devices.
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Sport apps. The popularity of mobile phones for sport consumption is a result of the
increasing number of sport apps available. Millennials use sport apps an average of 1-2 hours a
day. The ESPN SportsCenter app was the overwhelming most utilized app recording 75% of
millennials app use. The main features of the SportsCenter app are articles, scores, and schedules
that are the most desired content based on our survey. Bleacher report, an app comparable to
ESPN sport center based on content, received twenty responses further emulating millennials
wants of up to date scores, schedules, and articles.
Millennials engage in multiple fantasy games illustrated by the popularity of fantasy
sports applications. Yahoo fantasy football is used by 21% of the sample, followed closely by
ESPN fantasy football as the most popular fantasy apps.
Features within a sports app.
Figure 8. Comparison of top five most used sport apps and features.
Figure 8 illustrates a comparison of the top five most used sport apps found through the
best-practice research and what features they offer to consumers. This analysis shows that,
within the different categories of features, the top five apps have many similarities. While the
content that the organizations share may vary greatly, they are all sharing that content in similar
fashions. Without further research into more sport apps, it could be inferred that it is not the
44
features that make these specific apps so popular, but the content that they provide to consumers.
This information, however, does align with research that illustrates that millennials are looking
for fast and easy access to information in order to further their fan experience.
In What Ways do Millennial Sport Consumers Utilize Technology Applications to Interact
with a Sport Entity within Social Media.
Social media provides bi-way communication for sport entities and is now a trend among
millennials. Data indicated that 94% of our sample of millennials participate in social media.
Facebook and Twitter are still the most popular social media applications, with use at 87% and
57% of the sample respectfully. Instagram has a significant percentage of sport consumption at
65% of millennials. An emerging social media app for consuming sport is Snapchat. Snapchat
was used by 41% of millennials, roughly 10% difference in use above YouTube. Snapchats
sports components provide scores and highlights, additionally individuals can post their own
videos to feeds called Snap Stories, that are specific to a team or game. Therefore the increasing
popularity of Snapchat can be attributed to the interaction with the fan bases of different sport
entities; furthermore Snapchat provides scores and highlights which is content desired by
millennials.
Social media engagement. As previously discussed social media is peaking in
popularity, therefore it is important to understand how individuals use social media to engage
with sport. Reading articles are the most popular engagement activates among millennials, with
75% of the sample using social media to do so. Secondary activities that individuals are engaging
in include, watching highlights at 64% usage and following player social media accounts at 63%
usage. Sharing of sport content is also a large aspect of social media engagement. Millennials
share a number of different mediums including: fantasy, news articles, interviews, etc. Photos,
45
however, are the most shared content, 71% of the sample indicated they shared photos through
social media. Second to photos, video highlights are shared by 56% of millennials.
How does technology influence millennials to become more engaged fans?
Through our interviews, we were able to deduce how millennials feel that technology
makes them more engaged as fans. After completing an analysis of our interview responses, we
were able to identify two main themes.
Access to information. The most frequent theme discussed in our interviews were the
notion of availability of information. Access to up-to-date articles, scores, and highlights of
individuals favorite teams allow fans to become more knowledgeable about sport. One
respondent summarized this best by stating:
I dont have to go check the T.V or newspaper for the latest news, I just get
updates to whats going on right now
Availability of information provides an opportunity for fans to feel more engaged with team
activity. This was best expressed when one participant expressed:
I am more aware of what is going on with my team or in the league.
Because all of the players have their own Instagram of Facebook fan pages,
you know kind of a little bit more about whats going on with them.
This reinforces the fact that fans are using both mobile apps and social media to become more
engaged with sport.
Communication with Peers. Through social media individuals can constantly
communicate with peers and continue to establish a fan community. Fans discuss sport relevant
information, subsequently develop their understanding of the game and become more engaged.
An interview participant exclaimed:
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Also my Facebook friends usually will post some highlights too, so I get a
dose of information from them,
Our interviews indicated that fans will communicate with each other about sport related media.
Technology provides individuals the ability to access information and communicate about sport
content, subsequently technology influences fans to become more engaged.
What Are the Specific Features that
Millennials Want to Have in a Game Day
In-Stadium App?
When interview participants were
asked which specific features they would like
to see in an in-stadium app, a few main
themes emerged from their answers. These
themes can be found in the graphic below.
Figure 9. Main themes of in-stadium app features
Game and team updates. This was the most popular theme that emerged in the
discussions about in-stadium app features. The interviewees desire an app that will allow them to
stay as connected to the current game as possible. Updates such as live statistics and instant
replay capabilities were highly requested features. Fans would like the ability to feel informed
about the game they are watching. The following responded summarized this best with the
following quote:
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Technology allows me to be updated with current events, I know immediately if

a player is hurt or gets in trouble becoming mobile has been huge, its all in one
place and I always have my phone on me.
The ability to watch instant replays will allow fans to have a better understanding of the
calls that were made by the coaches and the referees. While these are played on the stadiums big
screen, being able to watch these on a mobile device will allow fans to watch it as many times as
they want. Live statistics will also aid in fans understanding of the game. It could also help with
personal fantasy teams and leagues. As we discussed earlier, millennials capabilities and desires
to multitask are unlike any other generation. Having live statistics sent to their phone via the instadium app will allow them to keep track of their fantasy teams while watching additional
games in real time.
In order to gain an understanding of the game itself, the option to have information on
rules and regulations of the games was also mentioned as a desired feature. This feature would
appeal more to the awareness level fans who are not as familiar with the game as their peers.
Having a feature that simply explained the rules of the game and what different hand signs and
calls meant would allow them to feel more connected to their surroundings. This would offer
them an opportunity to not only feel more educated about the game they are watching. Fans
would also like to see player information available on an in-stadium app. This could include
players personal background information, personal statistics, and injury updates. The most
important aspect of this feature that fans requested is having all of this information in one
location so that they can look up the information quickly and get back to watching the game that
they paid to see.
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Stadium information. Behind game information, the other feature that was most
requested by interviewees was information regarding the stadium that they were attending. This
would include features such as stadium maps, parking, food options and retail information. This
is generally all of the information that can be found in a stadium magazine. One respondent
expressed his desire for this information by saying:
If they just put all of the information that is in the in-stadium magazine in an
app, thats what I want.
Interviewees requested stadium maps to make navigating through the day easier. As
professional sport arenas are generally large, it is easy to get turned around and difficult to locate
different parts of the stadium. A feature that guided them to their seats, told them where
concession stands and bathrooms are would further enhance their experience at the stadium. This
feature should include wait times for bathrooms so that fans can spend more time in their seats
rather than waiting in lines. These features are also along the same lines of retail information.
Having the ability to see where the different retail locations are, and what is available at those
locations is also information that fans would like to see; potentially with the option to purchase
merchandise on the app and pick it up in-store as well.
The final main aspect of in-stadium features that millennials would like to see is parking
information. Interviewees frequently expressed their frustration with parking experiences at
sporting events and would like to see a feature that will aid in simplifying the process. This will
include maps of different parking options with price listings and up-to-date traffic information.
Concession options. In relation to the stadium information, food was a significant theme
amongst the interview participants. Features that fans would like included on their in-stadium
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app would include information on the food available throughout the stadium and options that
make purchasing food easier for the fan.
Fans repeatedly requested a feature that would give them locations and information on
the various food options available. The information should include not only where the food is
located, but also menus and ingredient information to cater to the needs of fans with dietary
restrictions and allergies. One responded exemplified this perfectly by saying:
What kind of food there is and where it is, you know like stadium layout.
Ingredients, because Im allergic to peanuts.
This should give fans the ability to quickly reach their desired food destination without taking
too much time away from their viewing experience.
In order to simplify the culinary experience throughout the stadium, there were also many
requests for ordering and delivery capabilities for an in-stadium app. Fans desire the premium
experience, no matter where their seat is located. Being able to order food and have it delivered
to them without missing a minute of the games action would give them that experience. If the
delivery option was not available, however, they would like to see wait times for the different
locations so that they can determine when to go get their food.
Of all of the requests made for features in an in-stadium app, the main themes surrounded
the notions of connectivity and ease of experience. This was exemplified well when one
interview participant said:
People want something thats quick, easy and benefits them.
Fans want this app to benefit them as much as possible and create a more positive game day
experience.
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What are the Expectations that Millennials Have for a Game Day In-Stadium App?
When asked what their expectations were for an in-stadium app, the most common phrase
that was heard amongst all of the interview participants was easy to use. Similar to the desired
features for an in-stadium app, millennials expect the use of the application to be simple and give
them a better fan experience.
The most compelling theme when discussing the expectation of ease was the notion of
distraction. While they want this app to improve their experience at the game, they do not want it
to take away from the time they spend watching the event. One interviewee explained this idea
perfectly exclaiming they wanted the app to be:
Really user friendly, because if its only going to be an in-stadium app you arent
going to have a lot of time to get adjusted to it. You arent going to be able to use
it at home in your leisure time to get adjusted to it. And you arent going to want
to be fooling around with it while you are watching the game.
This means that there should be limited necessity to go through multiple pages to reach
information and a simple layout with a user-friendly interface. This also means limited
advertisements on the app, as to not distract from the fans desired information.
There was also a great desire for the app to be fast and glitch free. Just like fans dont
want to have to spend a lot of time learning how to use the app, they also do not want to have
to wait for their information. This would most likely require the stadium to have fast WiFi
capabilities that allow for thousands of users at one time. Interview participants discussed
experiences where, when relying on data, their applications loaded at a slow pace and their
phone battery died quickly. In a stadium app, they want to be able to use it throughout the entire
game without having to sacrifice their battery, data, or time when waiting for information.
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Discussion
Millennials are Using Mobile Devices and T.V to Consume Sport

In the analysis of our surveys and interviews there is commonality in the way in which
fans engage in sports as well as how often they are using technology to do so. This research
allowed us to see that millennials are constantly using specific methods to engage with their
sports organizations.
We have had the opportunity to compare our secondary research findings to our primary
research data collected through the survey questioning how sport fans use social media and
technology to become more engaged fans. It is important for us to answer this question because
it will allow us to make a confident recommendation for the best routes to utilize to reach this
specific generation regarding sport.
Through the 187 surveys we conducted we noticed that mobile devices are the most
popular method for consuming sport. From research conducted we discovered that the use of
mobile devices has been continually increasing over the past four years. In our survey we asked
our participants to rate their source of sports information, which included Mobile devices,
laptops, T.V., radio, and desktop computers. Out of the surveys, 41% of the contributors ranked
mobile devices as the top way they engage with their team. From this statistic we can deduce that
people are constantly wanting to stay connected to their favorite sport entities. An interview
subject noted that watching T.V. to consume sport is their usual method, but time does not
always allow for that luxury. When this participant is unable to watch sports, he will use his
phone and apps to keep up with scores and stats of the game. The objective for teams and
organizations will be to develop a platform within these mobile device networks that allow the
fan to stay connected with the sports world.
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The use of apps is a critical aspect of sport consumption that cannot be overlooked. The
mobile app is a great option if the app can operate under the circumstances including ease of use
and quick access to information. In multiple interviews there was a constant theme of
expectations millennials had for an app., Mobile devices are a very efficient method for
consuming sports because they are providing individuals their information quickly and easily. As
we mentioned in our best practices, the average sports consumer has approximately two mobile
sports apps and spend an average of 99 minutes a month using them. Our surveys showed a high
usage of their sports apps, with 50% of our participants stating they used their app roughly 1-2
hours a week. As apps continue to grow and evolve as they have over the past four years, they
will be able to have a significant impact on the sport consumer and allow fans to become more
engaged. This becomes an important finding because it shows that millennials are focused on
maintaining a level of association with their team.
The primary research that we conducted allowed us to confirm our secondary research
findings and give us insight into what has been working in reaching millennials sport fans
through technology. Through the surveys and interviews we can now gain a better understanding
of the technology that has been successful and the desires and expectations for features within
them. Through evaluation and analysis, we have a solid foundation that will allow us to create
recommendations based on our research and findings.
Millennials Are Consuming Sport Through Social Media.
When comparing our results it is clear that sport fans are using their mobile devices as
their primary way to consume sport. In our individual interviews when asked to discuss how
they have consumed sport related content in the last four weeks a majority of our users stated
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that they always have their mobile devices on them, making it easy for them to stay updated with
sports.
A main technique that millennials are using to become more connected to their team is
social media. Our survey included a question regarding how social media is used to connect with
a team or sport. 83% answered that they use Facebook as the main social media avenue. This
statistic also matched our best practice research on the social media aspect, that Facebook is the
most common way fans show their commitment to a specific team or sport, followed closely by
twitter and Instagram. Fans are engaging by sharing photos and videos of current games along
with watching highlights. One interesting difference in our surveys that did not match some
research was the use of YouTube. Our surveys show YouTube as only the fifth most popular
means of engaging with their favorite sport, when our secondary shows the YouTube as the
second most popular.
Results of our interviews reinforced that social media apps fans were using the most on
their mobile devices to get the quickest updates. Many users indicated they used social media to
follow sport platforms like Facebook, Twitter, Instagram and Snapchat. Participants in the
survey used social media to share photos to other followers, watch video highlights, read news
articles, post about fantasy teams/leagues and follow individual athletes accounts/personal
content.
For our interview and survey we focused on separating the different types of fans due to
their level of engagement like we discussed in our paper regarding the PCM model. For our
primary research we wanted to include all sport fans and for our own purpose we focused on
what millennial sport fan users were engaging with to become better fans. We used our
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secondary research of our findings to better understand how to market toward different levels of
fan engagement and to see what different users could be using.
We included the PCM in our survey for two reasons, to get a better understanding of
different levels of fan engagement and see how different levels of fans chose to interact with
their favorite sports. We had a lot of overlapping research between our findings and previous
research findings. Overlapping data supporting sport fans using social media to engage and learn
about sport to stay updated as well as sport fans feeling that they have become better fans due to
the access they have to be notified of the latest updates within sports. Our research provided
insightful information in regards to what millennial sport fans are engaging with, what millennial
sport fans expect to have within an app, what features millennial sport fans want in an in-stadium
app and most importantly what technology trends millennial sport fans are using to consume
sport. Our primary research and secondary research were able to answer all of our research
questions reinforcing that we were on the right path with our research questions.
Connectivity. The interesting finding of our research is the need for fans to feel
connected. Sport fans today are looking to always be connected with sports. Mobile users
indicated that they liked information on the go, they liked being able to receive updates,
notifications and follow sports across many different platforms. Mobile users tended to be the
most engaged users since they were using their mobile device for more than one reason, to
always be connected with sports. The advancement of mobile devices has allowed for users to be
connected with their sport teams at a constant rate, this allows for fans to have full access to
sports at all times of the day. Our research showed that fans are interested in a social community
where they can express and join other users that are looking to engage on the same level.
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Social media. Facebook, Twitter and Instagram were the most used social platforms,
however, we discovered that Snapchat has the largest potential to become the next largest
avenue. Another big takeaway that we had from this section was within our sport fans that were
using social media channels use social media to share videos and photos of what was happening
throughout the game. Fans want to interact with social platforms that will allow for them to
become the most educated of what is going on and that allows them to become a more engaged
fan. Snapchat allows for users to post videos of current events and share photos based on
location and friends, it is a quick app and easy to use allowing for Snapchat to have the most
potential with sport fans. Facebook users look to engage through the site for team updates and
the latest information, they also share videos and photos through their own page engaging at their
own level. Most of our participants claimed that they used Facebook as their primary source to
get information and news regarding sports, because Facebook already has so many users it
allows for the greatest amount of connectivity and fan engagement. Teams should be looking to
engage with fans through social media outlets such as Facebook, Twitter, Instagram and
Snapchat. Social media platforms allow for more fan engagement, communication and
information to be released to sport fans at almost instantly.
Millennials Want an In-Stadium App That Will Improve Their Overall Game Day
Experience
While researching what millennials want in an in-stadium app, there was one main
takeaway; they want something that is fast and easy to use that will improve their entire game
day experience from the time they leave their house to the time they get back. While we
discovered that having an in-stadium app would not make millennial sport fans more likely to
attend games, in-stadium apps have the potential to improve their experience at the games.
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Starting with traveling to the games, millennials want information that will make their
trip to and from the stadium faster. Information such as traffic around the stadium, parking
around the stadium, and how much each parking lot costs could be provided to improve their
entire game day experience. Because millennials sport fans enjoy attending games according to
our primary research, the in-stadium apps must add something to their experience.
Information about the stadium, such as maps, lines, and wait times were widely desired.
Anything that will shorten their time out of their seats and away from watching the game they
paid for will improve their overall experience at the game.
Millennials sport fans are all about the present. They want fast and easy access to
information while it is happening. Millennials want to be connected constantly and feel like they
are a part of the experience. Features such as live player and team statistics, instant replay,
fantasy, league information, rules and referee calls, and live injury reports keep the fans
constantly informed. This makes them feel engaged and a part of the experience while it is
happening.
In addition to player and team updates, the ability to vote for Player of the Game, 3 Stars,
MVP, or other awards would make them feel like they have a part in what is happening, and give
them an incentive to attend more games and stay up to date. Fans want to feel like they are a part
of the community surrounding their favorite teams.
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Conclusion
Millennials desire technology that will allow them to become more engaged fans
throughout a sport community. Our most significant finding demonstrated that millennials desire
quick and efficient means to engage in sport and further enhance their game day experiences. We
were able to identify specific channels of technology that millennials use most frequently to
engage with sport through our research. The channels used most often by millennials are
television and mobile devices. Within these devices, fans are looking to access information
regarding their favorite teams quickly and without requiring much effort.
Through an analysis of our findings, it has become apparent that millennials expect sport
technology to benefit their sport experience. Through our research we have deduced that
millennials desire live information within platforms that allow them to engage with their sport
community. Social media provides a platform for a community based engagement that sport fans
can actively participate in. This development has created an increase in popularity of millennials
using a community sense environment, allowing for apps such as Snapchat to have a potential
growth for fans to consume sport content through social media.
While having information available for consumption outside of the game is important to
sport fans, millennials are also looking for new opportunities to use technology to further their
experience within the stadium. Fans desire features within an app that will benefit their personal
experience at the stadium while not distracting from the game. The in-stadium app will enhance
fans experiences by providing a fast and easy method of consuming sport content. With this
information, we have compiled our findings to develop our recommendations that will allow
Verizon revolutionize how sport is consumed.
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Recommendations
The sport technology marketplace has become extensively diverse, providing Verizon
Wireless with many opportunities to grow and adapt to fans desires to further their experience.
As the leading wireless provider, Verizon is in an optimal position to take advantage of new and
innovative digital technology resources to provide to their consumers. Through extensive
research we have developed recommendations in regards to in-stadium apps and Snapchat that
will allow Verizon to remain ahead of their competitors in providing the most innovative fan
experience through technology. Our research led to two recommendations: 1) an in-stadium app
and 2) a partnership with Snapchat. We believe that providing millennials with a fast and easy,
dual interface in-stadium app, will enhance their overall fan experience at games. Additionally,
teaming with Snapchat will help millennial sport fans to keep engaged with their favorite sports
teams when they are unable to attend every game.
In-Stadium Apps
With the emergence of new in-stadium apps such as Levis Stadium and Sport Authority
Field, for our first recommendation we have created a proposal for an in-stadium app. As a group
we believe that Verizon should take advantage of this opportunity to be on the front line of instadium apps. This will allow for the team to connect with millennial generations and to create a
community based atmosphere among the fans. Our research showed that fans are looking to
participate in a community based environment, creating an open interaction with other sport
enthusiasts. One of their main objectives is to be able to voice their ideas and opinions within
their social networks allowing for them to be heard. Millennials have grown up in a fast pace
environment, and expect to be able to access information quickly and easily (Schawbel, 2012).
According to our survey millennials enjoy attending sporting events and having an app needs to

enhance their experience rather than distract them. Therefore the app will be simple and fast,
benefiting users by being easy to operate.
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In-stadium app interface. The in-stadium app will be a clean and simple app that can
enhance the fans experiences. Our research suggest that fans want sport content all in one app;
because of this knowledge, we have decided to combine an everyday app with an in-stadium app.
This will provide one location for fans to consume sport, enhancing a fan's overall experience.
Combining these will give fans the option to download one app that can be used while attending
an event or at home. When first opening the app you would be able to customize what features
you want to see within the app. The individual can
personalize the features depending on what they want
to receive notifications for, and what they want to see
or interact with. The features can be adjusted in the
settings on the app by clicking on the bell symbol on
the upper right hand corner. Having multiple features
that a fan can implement within their app is an ability
that will be a new and exciting option not many other
apps can offer. Our app will consist of four main
different screens including: a home screen, roster
screen, instant replay, and scores from around the
league. Within these four screens there will be
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multiple options to access extra information, examples include
individual player bios, player statistics and team highlights.
This portion of the app will benefit the fans by providing
player information and a chance to become more
knowledgeable about the game. In our research we discovered
that there are those who want more information regarding the
game and those who want more stadium information; our app
will appeal to both.
In-stadium features. When at the stadium, Bluetooth
Beacon sensors will automatically detect the in-stadium app
enabling features that will provide information pertaining to
the venue. Ticket vouchers, concessions, wait times and restroom lines are all additional features
that the Bluetooth Beacon sensors will provide. Interactive stadium maps, parking facilities and
prices, are all information that the app will contain. In the drop down menu of the app other
features that will benefit fans are event schedules and customer service feedback. The Bluetooth
Beacon sensors will also be used to push notifications out to fans. It will provide a reward system
that can be redeemed at the team store and concession stands throughout the stadium, offering
coupons and discounts for fans who are using the app. As a group we agreed that this would be a
successful tactic in regards to engaging with fans. In our interviews the participants commented
on how they would be more likely to use the app if it offered them discounted opportunities.
Coupons, discounts, deals. That would make me more likely to use one [in-stadium app], was
a quote from an interview that presented us with the idea of offering incentives enticing fans to
download the app.
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The app will have its own wall, where fans

within the stadium can post to it, so other fans can see
the posts and interact. We want fans to be able to get
their opinions, comments and concerns out to other
sport fans attending the game. To enable the wall
feature within the app you will need to be logged in
with a Facebook account. In our research, Facebook
was the leading way that fans engage with sport
content. The wall will contain a news feed for all fans
using the app to have the ability to post a comment
that other users in the app can see. This will give fans
the ability to be connected with like-minded
enthusiasts.
Social media push options. Another feature that can allow millennial fans to engage and
feel connected would be a social media push option. Fans will be able to post within the instadium app that is connected to their social media network(s) to share their experience and other
sport related content while attending the event. This will allow for social media members to view
the new experiences of fans at games as well as create an interest to attend future events.
Through social media we have the opportunity to control what we want our fans to see and what
we want them to share. We decided to include a social media push option within our
recommendations since a majority of our fans consume sport through social media according to
our research. Having a push option will enable fans to share their experiences and promote the
app and organization with personal testimonies through content that is shared via social media.
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Everyday app experience. There is not always enough time to watch live games,
therefore mobile devices are growing rapidly to become the number one medium for consuming
sports according to our research. Our research also showed that millennials expect to have live
information at their fingertips, giving sport entities the opportunity to innovate and provide sport
fans with technology that keeps them up-to-date on all sport information. Fans experiencing the
game from home is occurring, however our objective is still to connect and encourage them to
engage with the sport organization. The everyday app experience will be unique because the app
will be customizable to the individual sport fan and is specific to their team. The everyday app
will contain opportunities to purchase tickets for future home games and the option to learn more
about the team, its players and other organizations. The features of this app will provide
multiple customizable options to fans so they will be able to create their own experience with
everything they need at the touch of a button. Our app provides everything that fans will need
whether they are attending the game or catching the highlights afterwards. The app creates an allencompassing fan experience by providing everything a sport fan will need, in one easy to access
location.
Snapchat
Our second recommendation is for Verizon Wireless to create a partnership with
Snapchat. Our research indicated that Snapchat, a video and image-sharing app, has the highest
potential of growth among millennials. Snapchat was used by 41% of millennials, roughly a 10%
increase in use above YouTube. What is more impressive, however, is Snapchats growth rate of
56% according to 2014 statistics (Lunden, 2014). Snapchat users are sharing over 700 millions
photos and videos per day and viewing Snapchat Stories 500 million times per day (Shontell,
2014). Snapchats most recent interface included three components: live stories, discover, and
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personal sharing stories. This interface provides ample opportunities to share sport content
through scores and highlights. Additionally individuals can post their own videos to feeds called
Snapchat Stories that are specific to a team or game.
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Live snap stories. Live
Snap stories allow all Snapchat
users to submit photos to be chosen
by Snapchat and shared to a
communal story that is related to
one event. Some examples of
Snapchat Story events include
cities, concerts, holidays, and most
importantly sporting events. The
collective sharing of videos and
images creates a snapshot of the
fan experience at the sporting
event. Subsequently, Verizon Wireless should sponsor live

story feeds connected to sporting events. The sponsorship
would entail pictures and videos uploaded to the storys feed
that are overlaid with a Verizon Wireless filter. As an example,

a picture uploaded to the Colorado
Rockies live snap story would have a
filter placed over it reading Go
Rockies! Lets play Ball! Powered by
Verizon Wireless establishing a
connection of that game to Verizons
partnership. This component of the
partnership with Snapchat will allow
fans to associate Verizon Wireless
with a positive game day experience.
Furthermore, during a sponsored live
Snapchat Story, Verizon can plug ten
second ads throughout the story.
Verizon player of the week. A second method of
engagement through Snapchat can be a look into the life of a
player. This would require Verizon Wireless to create their
own Snapchat account,such as VWSports, responsible for
providing sport content. In addition to other sport related
content Verizon would sponsor a player of the week. The
player will be selected through online polls, and each month a
new sport will be selected based on season timing. This
feature would provide an inside look into a player's daily life
on game day. It would allow fans to engage with the behind
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67
the scenes life of their favorite players that they voted for online. We believe that this would be
successful, as many of the
interview participants asked for
player information and
biographies. This feature would
give fans that information, but in
an innovative and different way. If
implemented Verizon Wireless
will be the leading provider for
this method of fan engagement.
Team snaps. Out of the
142 professional teams that make
up the NFL, MLB, NHL, NBA
and MLS, 81 of the have team
Snapchat accounts (Mason, 2014). This allows them to share out-of-game content with their
fans. They are able to do so when fans follow the team accounts. Currently, teams are only
posting special events, practices, and will occasionally feature players outside of their game
schedule. Verizon Wireless has the opportunity to partner with these teams to provide more
improved content on game days.
End of game highlights. One method in which Verizon can take advantage of a team
partnership is by providing end-of-game highlights, sponsored by Verizon Wireless, to all fans
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that follow the individual team account. For example, if a fan were following the Colorado
Avalanche Snapchat account, their team account would post stories in addition to sending you a
Snap to your personal account. Our research suggested that millennials are looking for fast and
easy to access information that gives them major headlines from the game. An end-of-game
highlights feature through Snapchat allows Verizon to provide this information while
capitalizing on Snapchats growing popularity. These highlights would include the game score,
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note-worthy plays, and additional information regarding the game through a series of photos and
videos. This would be sent through the team account to its followers, with an opening snap
illustrating the partnership with Verizon Wireless. For example, an opening screen could read
Avalanche v. Capitals End of the Game Highlights, Powered by Verizon Wireless. Highlights
could include both footage provided by official TV partners or fan submitted videos and photos.
This collaboration provides not only engagement opportunities to fans at the game, but also the
stadium experience to those engaged elsewhere.
Recommendation Summary
We believe that the recommendations that we have made will allow Verizon to capitalize
on the technologies that millennials are using to consume sport content. These recommendations
consist of the following:
A dual-interface in-stadium app that provides fans with the opportunity to engage at
home and while at the stadium. Features would include social media push options, the ability to
purchase tickets to future games, team rosters, player bios, and in-stadium concession
information.
A partnership with Snapchat to provide an innovative platform to engage in sport via
social media. This partnership consist of Verizon sponsoring live snap stories, end-of-game
highlights and Verizon Wireless Player of the Week. This partnership will allow Verizon
Wireless to associate themselves with millennials who use social media to consume sport.
All of these recommendations were developed after careful analysis of our research. It is
with these that we believe Verizon Wireless can become the leading provider of innovative sport
content to millennials through technology.
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Greenwood, J., Yorke, Z. (2010, June). Sports Fans and the Second Screen. Retrieved from
https://www.thinkwithgoogle.com/articles/sports-fans-and-the-second-screen.html.
Harper, C., Dunne, F., Pratten, C., Westover, I., Speight, B., & Banoub, S. (2014). The Global
Sports Media Consumption Report 2014. Retrieved from
http://sportsvideo.org/main/files/2014/06/2014-Know-the-Fan-Study_US.pdf
Heitner, D. (2015, February 6). Report: 847% increase in daily fantasy sports participation on
mobile devices in 2014. Forbes. Retrieved from
http://www.forbes.com/sites/darrenheitner/2015/02/06/report-847-increase-in-dailyfantasy-sports-participation-on-mobile-devices-in-2014/.
Hunt, K., Bristol, Terry., & Bashaw, Edward. (1999). A conceptual approach to classifying
sports fans. Journal of Services Marketing, Vol. 13 Iss 6 pp. 439 452. Retrieved from
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Hutchins, B. (2014). Sport on the move: The unfolding impact of mobile communications on the
media sport content economy. Journal of Sport and Social Issues, Vol. 38 (6) pp. 509-527.
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the fastest-growing app. TechCrunch. Retrieved from:
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from: jeffwmason.com/2014/10/28/teams-on-snapchat/#comments.
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from
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Appendix A
Survey Questions
Q1 Are you between the ages of 18 and 34 years old?
Yes
No
Q2 Have you consumed sport related content within the last four weeks?
Yes
No
Q3 Roughly how many hours a day do you spend consuming sport related content via
technology?
None
1-2
3-4
5-6
7-8
9+
Q4 Please rank the following in terms of which device you use the most to consume sport
content?
1 2 3 4 5
Mobile Phone
Desktop
Laptop
Television
Radio
Q5 Which of these activities do you engage in on computer? (Check all that apply)
Read Articles
Live Stream
Watch Highlights
Watch Interviews
Fantasy
Look up Statistics
75
Look up Schedules
Look Up Scores
Find Sport Related News
Follow Players Social Media Accounts
Q6 Which of these things do activities do you engage in on your mobile device? (Check all that
apply)
Read Articles
Live Stream
Watch Highlights
Watch Interview
Fantasy
Look Up Statistics
Look Up Schedules
Look Up Scores
Find Sport Related New
Q7 What leagues are you following through technology?
NFL
MLB
NHL
NBA
PGA
MLS
NASCAR
Other ____________________
Q8 What sports apps do you use?
ESPN Sportcenter
MLB at Bat
Team Stream
NFL Mobile
Yahoo! Fantasy Sports
Other ____________________
Q9 How many hours a week do you use your sports apps?
None
1-2
3-4
5-6
7-8
9+
Q10 Do you use social media?
Yes
No
Q11 What social media websites do you use to follow sports? (Check all that apply)
Facebook
Twitter
Instagram
Snapchat
Vine
Periscope
Google +
Pintrest
Youtube
FourSquare
Other ____________________
Q12 How do you use social media to engage with sport related content? (Check all that apply)
Read Articles
Watch Highlights
Watch Interviews
Fantasy Games
Look up Statistics
Look up Schedules
Look up Scores
Find Sport Related News
Q13 What type of sport content are you sharing through social media? (Check all that apply)
Photos
Video Highlights
Interviews
News Articles
Fantasy
Athlete's Personal Content
Other ____________________
Q14 Have you ever paid for a sports app?
Yes
No
Q15 If you answered no to question 14, would you be willing to pay for a sport app?
Yes
No
Q24 What is your ethnicity?
White
African American
76

Hispanic
Asian American
Native American
Other ____________________
Q25 What is your gender?
Male
Female
77
78
Appendix B
Interview Questions
1. Tell me about how you have consumed sport related content in the last four weeks?
2. Tell me about how you spend your time consuming sport related content?
3. Would you use or do you currently use an in-stadium app? If you do currently use one,
can you tell me about your experience with it and what do you like/dislike about it? If
you havent, what would make you use one?
4. Would you be more likely to attend a game if the option of an in-stadium app were
available? Why?
5. What are the specific features that you would like to see in a game day in-stadium app?
6. What are the expectations that you have for a game day in-stadium app?
7. How do you feel technology has made you a better or more engaged fan?
8. What sports apps do you currently have on your phone?
9. What is the main purpose for using your app? (Scores, articles, stats,)
79
Appendix C
Interview Responses
Exhibit 1: Male, 27, White
Tell me about how you have consumed sport related content in the last four weeks?
I watched the NHL finals and NBA finals. I also played my xbox and that gave me updates too.
Sometime I used my phone to look up stats about players and teams. Especially during NHL
playoffs because that is my favorite sport, even though the AVs werent in it.
Tell me about how you spend your time consuming sport related content?
Would you use or do you currently use an in-stadium app? If you do currently use one, can
you tell me about your experience with it and what do you like/dislike about it? If you
havent, what would make you use one?
I dont use an in-stadium app. I would like it if it had like, line wait times and concession wait
times. It would be cool too if they had discount and promo offers through the app for food and
things like that. It would also be cool if they allowed us to vote for player of the game or
something similar to that.
Would you be more likely to attend a game if the option of an in-stadium app were
available? Why?
No, I would go to the game if I wanted to. Just because there was in-stadium app wouldnt make
me want to go anymore that usual.
What are the specific features that you would like to see in a game day in-stadium app?
Like before, I think the line and food wait times would be pretty cool. And the chance to vote for
player of the game or like the 3 stars in an NHL game would make me feel more connected.
What are the expectations that you have for a game day in-stadium app?
It would have to be easy to use, and fast. I would also not want ads. It just makes it frustrating to
have the ads pop up when you are trying to do something in an app.
How do you feel technology has made you a better or more engaged fan?
I think it has. I can learn more about the players and teams by just looking it up on the internet or
my phone. I think that playing my xbox and xbox live also helps, cause I can see up to date
rosters and learn the names and position of new player on the my teams and in the league.
What sports apps do you currently have on your phone?
Score center, CBS sports app for streaming, AVS hockey app and Denver Broncos 365.
80
What is the main purpose for using your app? (Scores, articles, stats,)
I used the CBS app for streaming some of the March madness games. But for the most part I just
use the others for player info and updates.
Exhibit 2: Female, 26, White
I have watched some on the T.V., a little bit on the radio and have seen some of the highlights on
the internet.
Tell me about how you spend your time spending sport related content?
I have not used an in-stadium app before, and dont really have any sports app at all. I guess if I
were at the game I might use one. I really like hockey, so when I go to game I usually just like to
watch the games, But if there were some helpful features in the app that would be nice. Things
like bathroom lines, and maybe some fun facts about the team we are playing since I dont
always know as much about the other team.
available? Why?
I dont know that I would be more likely to attend, but it might just be a bonus for when I attend
sports games.
I think the wait times would be a great idea, that way I could see where the shortest lines are in
the stadiums, also I feel like I know most of the hockey rules, but sometimes when I go to
baseball games or football games the refs say something and I am not sure what the call was, so
if they could include some helpful chart showing what the call meant or even have the current
play video clip with the explanation of what the call was and why it was called. That would be a
fun way to learn some of the rules I dont know without having to ask.
If I were to download it, I wouldnt want to have to pay for it. I would want it to be easy to use
so I dont have to try to move through it and not know what is going on. Have a search area
where I can search specific areas of the stadium or specific feature I am looking for in the app.
I think I know more about sports since there are so many ways I can see it. I work at a golf
course, so we always have golf or sport center on so I will see a good amount of updates
throughout the day. Also my Facebook friends usually will post some sports highlights too, so I
get a dose of information from them too.
I dont have any sports specific apps on my phone, but Facebook usually has some sports
updates on it, especially when the Colorado teams are playing.
81
If I need or want to find out scores or read an article I will just go to ESPNs website.
I went to a baseball game, who was that, it was the minor league for the Nationals. Who is that? I
cant remember. I saw on the news that America won, online, that America won the womens,
against Germany, the soccer game. I use Siri to check on scores of games.
I read a lot of articles. I go to CNN and whatever I see on there related to sports.
No, I have never used one. Coupons, discounts, deals. That would make me more likely to use
one.
available? Why?
Discounts and deals. If they were offered I would go more. I like saving money.
What kind of food there is and where it is, you know like stadium layout. Ingredients, because
Im allergic to peanuts, like what ingredients they have. Bathrooms wait lines, thats an awesome
one. Where they are, that would help me out. How to exit the stadium quickly, you know so I
could get to my car quickest. Maybe staircases or escalators that are filled up to avoid the busy
ones. I probably wouldnt be that interested in stats or anything but I am sure that are people that
would definitely want that.
Like five buttons. Layout, food, stats, you know, simple things. Easy to use.
Being more informed and being able to communicate with others later on in the day about what
happened during the game. I like talking to my friends and being able to talk about it.
I dont have any.
N/A
82

In the last four weeks, since its not football season, I have mostly gotten my sport content
through Instagram, because I follow a few broncos players on their instagram accounts and then
through Facebook. I also follow them on Facebook. However, I did watch one of the World Cup
games, But that is very unlike me. I just had it on in the background I wasnt really paying
attention. I did read one article but its because it popped up on my Facebook, I didnt actively
search anything out.
I very rarely watch videos, like highlights and stuff like that. I will watch games if its a team I
am interested in. But I mostly look at pictures, or I will read articles, again if it kind of comes to
me. I dont really search articles out very frequently, but if its like through an app or something
like that and its something Im interested in I will read it.
No. Well I havent ever been somewhere that has an in-stadium app available so thats why I
havent used one before. I guess it would be on what it offered me
available? Why?
Probably not. It just wouldnt change my desire to go.
Probably like player info, player stats. Basic stadium information. Mostly stuff about the team.
Also things like, if it was possible, have it update about that particular game while you were
there.
Really user friendly, because if its only going to be an in-stadium app you arent going to have a
lot of time to get adjusted to it. You arent going to be able to use it at home in your leisure time
to get adjusted to it. And you arent going to want to be fooling around with it while you are
watching the game. I dont really think about layout, but easy to use and obviously if it wasnt
freezing every five seconds that would be nice.
I think it comes, like I have never been one to go actively search things out, but it comes to me.
So it makes me more aware of things. Like articles, are just kind of there when I go on a certain
app and Im like oh thats interesting. Let me read more about that. So I am more aware of
whats going on on my team or in the league. Because all of the players have their own
instagram of Facebook fan pages, you know kind of a little but more about whats going on with
them.
83

I have the Denver Broncos app and I have the bleacher report team stream app
Denver Broncos I mostly use it to look at the schedule and then the score of the game. And then
the Bleacher Report is articles but only for the
Mostly I have looked at stuff on the Internet, thought bleacher report, NFL, ESPN, watching
ESPN and other sport networks. Sport related apps on phone- to find breaking news from
different leagues. I use twitter, bleacher report a lot.
Tell me about how you spend your time using sport related content?
I do everything and anything related to sport and specifically my team. Including highlights,
interviews, off season workouts, everything and anything.
No I do not use an in-stadium app right now, but I would be open to using one. But I use other
apps at the stadium to check fantasy and statistics, so if there was one app that complied stats,
scores, fantasy I would use it. But I would never use an app to check bathroom lines, or food
related stuff.
available? Why?
No, but it would make my experience nicer. But if I went and there was an option of an app, I
would use it.
Updates on scores, fantasy, and DELIVER FOOD AND DRINK TO THE SEAT WOULD be
awesome. If they just put all the information that is in the in-stadium magazine in an app, thats
what I want.
Up to date, glitch free, fast, nice interface thats easy to use.
I know more about the sport information; I can find anything fast and efficiently. And fantasy
has made me feel as if I am a part of the game.
Bleacher report, twitter, Facebook, NFL mobile
84
Scores, article and news, and streaming
I am always on my phone, so I get a lot of updates for different apps. I have been watching free
agency a lot, and some of the tennis that is happening right now.
Tell me about how you spend your time using sport related content?
I dont watch a lot of sports, because I dont have time. But I like to stay up to date, so I use
bleacher report, twitter, snapchat, anything that give me fast updates. And snapchat lets me feel
like Im at the game, when I cant be.
I dont just because I cant make a lot of games. But if it had league updates, and foodstuff I
would use it. I would want a hot-dog and beer be delivered to me.
available? Why?
Maybe, I would go regardless. But it would be a plus if there was one available.
I want up to date news, some fantasy stuff, food options, maybe bathroom lines but thats less
important.
Free and doesnt suck my data, fast and glitch free.
It lets me stay connected to my favorite teams when I dont have time to actually attend the
game.
Bleacher report, twitter, Facebook, NFL mobile
Scores, article and news, and streaming, fantasy
Exhibit 7: Female, 23, Hispanic or Latino
Have you consumed sport related content in the last four weeks?
85
Yeah, US Lacrosse Magazine, Television

Roughly how many hours a week do you spend consuming sport related content via
technology?
Thats tough, I think I spend roughly 4 hours a week. That sounds really low though, Im not
exactly sure.
Would you use or do you currently use an in-stadium app? If you do currently use one,
which app do you use?
A what app? Whats an in-stadium app? Oh I know what that is, I dont have that. I would use
one, I think it would be really cool to have something geared towards me in stadium.
available?
I attend games anyways so I dont think I would be more likely. Regardless Im going to go
either I have the app or not. The app would just be a cool addition to being at the event.
What are the specific features that millennials want to have in a game day in-stadium app?
Instant replays would be something really cool to have, food menus and locations would make it
easy for me to see what the stadium has to offer. Team updates like if someone is hurt, it would
be nice to just have it all on one location. I want an app that has current updates, I would like a
parking map and how much each place is. I always struggle with parking, I think a traffic
map/update to the stadium would be helpful.
What are the expectations that millennials have for a game day in-stadium app?
Easy to use, it needs to benefit me so I can download it. If I could buy tickets off of it for future
games I would like if it gave me updates to upgrade my seats or trade seats with someone while
Im there. People want something thats quick, easy and benefits them. Maybe have it something
like the ESPN app where you can pick and chose what you get notified about in the settings so I
can gear that towards what Im interested in being notified about.
How do you feel an application or technology has made you a better or more engaged fan?
Technology allows me to be updated with current events, I know immediately if a player is hurt
or gets in trouble. I can just check on my phone what time my favorite teams play, its easy
having everything on my phone. Becoming mobile has been huge, its all in one place and I
always have my phone on me. I dont have to go check the TV or newspaper for the latest news I
just get updates to whats going on right now.
What is the main purpose for using your app? (scores, articles, stats,)
Schedules, stats, articles are all things I like to look at and use on a basis. I look at trades and
drafts so thats important to keep in mind. I like game highlights and recaps, if I didnt get the
chance to watch the game than I can just see what happened in a short period of time.
Have you consumed sport related content in the last four weeks?
86
Yes, for baseball I have gone, I have watched many baseball games on MLBTV, I have watched
baseball games on national TV, I have watched ESPN highlights to follow games MLBTV on
my laptop. I look at sport scores and standings and news on my phone. For hockey I watched
games via an online stream and I watched the playoffs on TV. For Basketball I watched some of
the NBA finals on TV and I use social media like Twitter to get the quickest updates.
Roughly how many hours a week do you spend consuming sport related content via
technology?
I watch all the Cardinal games, so lets see I watch probably 4 cardinals games a week so 8-12
hours.
Would you use or do you currently use an in-stadium app? If you do currently use one,
which app do you use?
No I dont think there are any around me. Yes I would use an in-stadium app, I have been
thinking about designing one so I have some ideas surrounding one.
available?
No, it would just be an added feature, I wouldnt specifically go to a game for an app.
What are the specific features that millennials want to have in a game day in-stadium app?
Replays would be nice, live statistics would be a plus, stuff about the players the game and the
team. I wouldnt like anything about the venue that wouldnt appeal to me.
What are the expectations that millennials have for a game day in-stadium app?
The app has to be immediate update wise, it has to be real time right now so it can get
information out to fans. It should be very simple, because if Im at the game it needs to be easy
to use. I dont want to be distracted while Im at the game. It just needs to be clean and easy to
use.
How do you feel an application or technology has made you a better or more engaged fan?
It has made me a better fan because I use the CBS sports app to keep updated with scores at all
times of every game. I also use it to read up on News on sport teams and leagues. Its an easy app
to use but I would upgrade the news section on the app its pretty simple and straightforward, it
has headlines but sometimes I have to google it to get the story because when I click on the
headline I only get the headline of the story and not the article.
What is the main purpose for using your app? (scores, articles, stats,)
Scores is my main purpose. I check scores and standings for my teams and leagues.
I stream it through Apple TV and the ESPN app pretty much every day.
87
Usually I try to watch live games but Ill also watch short videos of highlights and things like
that.
Like interviews and things like that?
Yeah, some interviews, but those kind of bore me, I like the live sports.
Yes, MLB at Bat. I usually just log into it to get stats during the game, I dont really use it for
anything besides that.
available? Why?
No, not necessarily.
Up to the minute stats, also video content of replays, and maybe ability to order food or a beer or
something.
I expect it to work, I expect to hopefully have WiFi so I dont have to use my data within the
stadium, and I hope it is just up to the minute live. Ive heard that some stadiums, I think its San
Franciscos new football stadium, has the concession thing, thats what I would want to put in an
app for my local teams is concessions and ordering ability.
I mean it gives me the ability to check up on it instead of just sitting and watching live sports,
because that takes a lot of time. I love watching live sports but you cant watch everything. I
have things to do, so, its good to watch highlights and replays, and check Twitter and get up to
the minute information.
Yeah I have ESPN, Denver Post Sports, College Football, MBL.com, both the Ballpark and At
Bat, a Broncos app, Fox Sports Go, those are all my sports apps.
Scores, stats, and then highlights.
Exhibit 10: Female, 30, white
Mostly on the TV and my phone to watch highlights.
88
Usually watching highlights, during the World Cup I tried to watch the full game and it had my
full attention.
No, I dont use one. Probably replays, instant replays on my phone.
available? Why?
Probably not.
Instant replays, scores, I think roster, concession. Oh, and bathroom lines would be incredible.
Beer lines and food lines.
That it would be live, definitely.
Definitely a better fan, you can see scores instantly, you know whats going on in all the games
not just the one youre watching, in all sports even if youre not watching them.

I deleted all my football ones, but usually I have like ESPN. Right now I only have Epic Mix,
and Map My Fitness. And Soccer Pro for the womens World Cup. But normally I have like
Yahoo Sports, ESPN, and Fantasy Football.
Why did you delete them?
Off-season I delete them.
Scores, articles, stats, and player statistics for fantasy football.

89

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Through secondary research, interviews, and surveys we focused on understanding current

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Consumer Psychology and Behavior

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Types of Fan Engagement

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Figure 1. Sport content accessed on social networking platforms.

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Figure 2. Sport content shared on social

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ESPN Sports Center

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Figure 3. Most Used Sports App Features

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Figure 6. Ways the mobile apps improve the March

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Figure 7. Screenshot of 49ners in-stadium app

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Figure 9. Main themes of in-stadium app features

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