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We call those ‘fluid fans’. They are open to change, and that’s because fresh technologies are making their way into sports. Xtreme: How much of that is the youth audience? And what can be done to better engage young fans? Walker: The desire to get the younger fan creates urgency for the industry. But the reality is that many of our clients and I are not that generation, and the way we consume sports is dramatically different than ten years ago. We
say to all our clients that everybody is a fluid fan. They’re all second screening while watching, and you have to be aware of that. We have data that proves it. Multiple devices are on at the same time in a household – they are searching or tweeting while watching the game. Xtreme: Where is the data that can help companies get these insights? Walker: I’m a data nerd. Part of my role is to be a ‘scout’ and understand where data is valuable.
ICE QUEEN Angela Ruggiero playing in 2010 – she announced her retirement in 2011, before starting a business career
32 FEED:XTREME SEPTEMBER/OCTOBER 2022
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