Speaking at the SpoBiS international sports business conference in Munich, Proske said the emergence of social media and the global economic recession have had a huge impact on the market and made companies target a younger generation for hospitality sales.
“Companies cannot always justify high end corporate hospitality and that means that as well as the champagne and caviar, there is a higher demand for beer and sausage packages. These are easier for some businesses to justify and are available to a much wider audience,” he said.
“Even at the recent US Superbowl, traditional advertisers Pepsi instead invested $20 million on social marketing by using Facebook to engage with the techno-savvy youth market. The hospitality industry simply cannot ignore the importance of younger audiences and must use creative online marketing tools to engage with them.
“The establishment of the first Youth Olympic Games in Singapore this year, followed by the Youth Olympic Winter Games in Innsbruck in 2012 underlines how the market is changing and companies can prosper by engaging with young audiences and creating brand loyalty that can endure.”
The PROSKE group has provided hospitality support for sponsors and corporations in 60 countries around the world.
