I'm a day late, but there was a good article in yesterday's New York Times about how marketers are targeting the population of high school athletes, which to my surprise, is 7.2 million strong. As a former high school athlete, this story is of great personal interest to me. My take-away from this story is the increased interest by large media corporations in the population called Millenials, Generation Y or baby boom babies. It was only a matter of time before CPG and the beverage industries also took an interest. The 80% growth figure over the past 35 years quoted isn't a surprise. With the popularity of women's soccer after the 1996 Summer Olympics, interest girls has grown in all sports.
I hope this all isn’t some preamble to corporate sponsorships of high school championship games. The Sprite 1-AAAAA Georgia High School Football Championships at SunTrust Field, anyone?