Football is a way of life in the New Heartland. It’s not just a game. It’s literally woven into our lifestyle and taps into our values of family and community. Team allegiances are passed down for generations. I mean, where do you think tailgating was created?
Sports, football specifically, play a special role in the lives of Americans, but it is especially important to the 60% of the U.S. who call the New Heartland home. In the 26 states that make up this region (Midwest, Southeast, Southwest), it’s more than following a team or going to a game – our love of football goes way deeper than that.
As home to 19 of the top 25 largest football stadiums and 12 of the top 16 biggest fan bases in the country, marketers should understand how sports in the New Heartland could impact their brands’ bottom lines.
Whether we’re talking about college sports or youth participating in school or travel leagues, the New Heartland gets the most out of marketing messaging focused on sports. Sports are an almost constant source of entertainment for New Heartlanders and they’re the focal point of much of our daily activities.
Here are three reasons why your brand should consider connecting with the New Heartland through this vital lifestyle touch point for customers.
Sports Make Your Brand Memorable
If you’ve never watched ESPN’s College Game Day, you’ve caught a glimpse of the passion and spectacle that is college football in the New Heartland. Over the past decade, 81% of regular season College Game Days have been filmed in a New Heartland state school. I think it’s safe to say that ESPN recognizes that college football in the New Heartland offers the most die-hard fans who are willing to go all out on camera to show their team spirit – which makes for great TV. This passion has helped College Game Day attract such A-list sponsors as Aflac, AT&T, Coors Light, DoorDash, GEICO, Good Year and Home Depot.
Now that college athletes can sell their names, images and likenesses, working with some of today’s most recognizable influencers will be easier than ever.
College athletes are an attractive option because connect well with fans, can help brands “tap into the loyal and passionate relationships that fans (especially alumni) have with university sports teams.” And, of course, because they’re less expensive than the pros.
Partnering with an athlete or team could be a great way to get eyes on your brand and tell a story that will resonate with New Heartland customers.
Make Your Brand More Relevant Via Youth Sports
In America, 51% of kids age 6-17 participated on a sports team or took sports lessons, and the U.S. Department of Health and Human Services set a long-term goal of having 63% of students involved in sports by 2030, according to Project Play. With back-to-school season in full swing, parents are stocking up on equipment and clothes to get their children through the school year of sports.
While some brands may see youth sports as something for the local dentist and ice cream shops, that perception is starting to change. Consider the travel industry, where, according to Sports Business Journal, 63% of hotels say youth and amateur sporting events were their top generator of room nights in 2023 and that Americans took 204.9 million sports related trips in 2023.
Youth sports in the U.S. are a $39.7 billion industry today and experts believe it will be a $77.5 billion industry by 2026. Your brand only stands to gain from getting involved.
Make Your Brand Less Intrusive
Digital marketing has shed light on intrusive advertising practices, with consumers rebelling against invasive, unwelcome and irrelevant ads that disrupt their browsing. It’s becoming paramount for brands to truly meet customers where they are and where they’re open to receiving brand messages. Sports present one of the strongest opportunities.
The 2020 New Heartland Generational Study found that 20% of New Heartlanders spend their free time watching sports and 47% are more likely to be attracted to a brand that demonstrates an understanding of their favorite lifestyle activities, including sports. It’s a passion point in the New Heartland – and one of the rare places where consumers welcome brands with open arms.
Whether it’s plastering the arena with signage during an SEC football game, sponsoring a half-time fan challenge at the local college basketball game, or buying fence signage to support the town’s little league, the New Heartland views supporting their favorite teams as a very positive experience.
And that’s a major win for brands.
College Sports Preferred 2:1 Over Pro
Did you know that college sports are preferred 2:1 over pro sports in the New Heartland? A critical stat to account for when building an engagement strategy. Highly nuanced, the New Heartland’s love of sports can be a particularly effective tool for reaching customers, as long as it’s the right sport and the right team and in the right way.