Kids today! They’re overscheduled with activities, and they’ve got no attention spans thanks to social media, video games, smartphones, and assorted other screens. That’s the gist of how today’s younger generations have been routinely portrayed. And these factors are among the reasons cited for waning interest and participation in sports that once captured the attention—and dollars—of the masses, but are now considered too old-fashioned, too time-consuming, too unexciting, or just too uncool by kids today.
These struggling sports aren’t simply conceding defeat, however. They’re introducing marketing initiatives and new business models to win over younger consumers as if the future of these sports depends on them—which is pretty much the case.