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A new infographic from Scarborough Sports Marketing illustrates that nearly half (49%, 115M) of all American adults are MLB Fans and 15% (36M) are Avid Fans. Scarborough Sports Marketing, a consumer marketing firm specializing in sports and fan insights, defines “Fans” as American adults who say they are “very, somewhat or a little bit” interested in a given sport. “Avid Fans” are American adults who say they are “very” interested in a given sport.
The study reveals that there is ample opportunity to turn young fans into lifelong MLB enthusiasts as 44% of Generation Y* is MLB Fans and 13% is Avid Fans. Gen Y MLB Fans are 23% more likely than all MLB Fans to be Black/African American and 83% more likely to be Hispanic. The top local markets for Gen Y MLB Fans are Milwaukee (76% of Gen Y are MLB fans); Philadelphia (70%); Hartford, C.T. (66%); St. Louis (66%) and Albany, N.Y. (62%).
Looking at the two teams that play in the season opener, Gen Y makes up 21% of the total St. Louis population and 18% of the Miami population. 72% of Gen Y St. Louis residents watched, attended or listened to a Cardinals game in the past year and 36% of Gen Y Miami residents watched, attended or listened to a Marlins game in the same time period.
*Scarborough defines the different American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).
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