For long time, marketers actually use sports as way to promote and advert their product and service as a sponsorship and promotional with major sport popular such as football, soccer, basketball, tennis and more. However, marketers realized that promote and involvement via traditional sports is becoming less effective to connect with Gen Y,peoples who are approximately aged 11-31, that more interest in extreme sports or alternative sports which have begun rejecting more traditional sports in increasing numbers, such as skateboarding, mountaineering, ski jumping, and more .
For example, Mountain Dew, a carbonate soft-drink brand produced and owned be PepsiCo, that has continued it's involvement with extreme sports over the past 10 years by raised it with action sport to new level when it launched Dew Action Sport Tour (DAST). The key to the DAST is the promotional opportunities associated with the various events and it can also developed the numbers of off-site promotions to support DAST. Then, other brands have recognized Mountain Dew's street credibility with young people and have signed up as a sponsors of DAST including Panasonic, Toyota, and Sony play station, and develop specific retail promotion.
In conclusion, marketer are changing how they advertise to this young and profitable segment of the population because they are defined by two characteristic: time and money. it is an experience culture for gen Y, the marketer must be thinking about what to do is an ineffective way to break through by the way they must become involved with the experience of Generation Y in order to be taken seriously and respected enough for them to buy the product or service. Extreme sports are considered cool and exciting by generation Y, another great place to reach this market.
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