Understanding the motivations of teenagers for sport related consumption

Abstract

This paper introduces the exploratory stage of a larger study investigating the motivations of teenagers for sport related consumption. Understanding the motivations of teenagers for sport related consumption is an increasingly important topic in the field of sport marketing. Teenagers not only represent a large consuming market in their own right but also represent the future market for both direct and indirect sport consumption. Current literature in this area has identified a number of relevant motivations for sport participation and fandom amongst adults. However, motivations for other forms of sport related consumption such as attending live sporting events and purchasing and using electronic sporting games have not been explored. In addition none of this motivational research in sport has been applied to the teenage market. A review of literature in this area and the findings of exploratory focus groups are reported in this paper.