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Master Thesis

Comprendre et fidéliser les millennials, un enjeu majeur des années à venir pour les clubs de ligue 1

Abstract : The Millennials are a different generation from the previous ones, with new desires and consumption patterns. A demanding and hyper-connected generation, the smartphone is often at hand to share or improve the experience they are living. Football, like any other sector, must take an interest in this generation, as it will represent 75% of the working population in 2030. With empty stadiums, an ageing audience and an offer that no longer really meets the expectations of this new generation, League 1 clubs need to change the way they approach the fan and put in place strategies to satisfy them during their match day experience. But the Millennials don't want to consume the brand only on game nights, they want to consume it all year round. Clubs must therefore engage fans all year round through social networks, but must also engage fans with regular physical events. Attracting and retaining the Millennials has become the major challenge for Ligue 1 clubs to continue to grow.
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Sébastien Robert. Comprendre et fidéliser les millennials, un enjeu majeur des années à venir pour les clubs de ligue 1. Sciences de l'Homme et Société. 2018. ⟨dumas-02941985⟩

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