ABSTRACT
Even though they have not reached their peak consumption age, millennials’ collective buying power should not be ignored; their direct spending was recently estimated at $200 billion annually, and their indirect spending was an estimated $500 billion annually. Accordingly, sport marketers from the field pay a great deal of attention to this consumer group and have tried their best to meet the needs and desires of millennials (e.g., Rovell, 2014). However, only a limited amount of research has been conducted on millennial fans and they were focused primarily on X-Sports only and there has been no agreement on the definition of the millennial generation. Without a common definition of the generation span, findings from millennial fan studies will lack external validity. The purposes of the current study were to suggest a common definition of the generation span for Baby Boomers, Generation X, and millennial sport consumers and to identify the millennial fans’ generational traits that distinguish them from other generations.
