What is Driving Younger Fan Experiences? Exploring Generational Differences in Large Event Consumption at the “Battle at Bristol”

Given the aging fan base across spectator sport (Fischer, 2017), and the decline in attendance at NASCAR races (Gluck, 2016, July 2), live sport consumption is of high interest among sport marketers as they explore new ways to increase attendance and revenue for motorsport organizations. As a result, sport marketers of motorsport venues are now seeking non-traditional events to generate interest in their venues and drive revenue. This study focused on a one-off event, the Battle at Bristol, which was created to bring spectators to Bristol Motor Speedway, a NASCAR sanctioned racetrack. The event required the speedway to transform the infield into a football field for a collegiate football game. With nearly 160,000 in attendance, this event was the most highly attended NCAA football game in history. Marketing researchers examined the fan experiences at the Battle at Bristol including; generational differences, consumption of ancillary events, and communication of this crossover event. As motorsport facilities continue to explore ways to increase interest and improve fan experiences, especially with an aging fan base, there is a need for practitioners to understand different generations, their interests, and how they experience non-traditional events. Data for this study was collected on-site at Bristol Motor Speedway before the Battle at Bristol event. Participants (N = 728) completed a survey which explored many facets of fan behavior and generational differences. Results indicated differences among the generations and how they consumed this event. The study looked at generational differences among social, technological, and ancillary elements that were part of the event's overall success. Millennials emerged as the most active generation when looking at the ancillary events. Attending in groups of five or more emerged as another trend among the different generations, suggesting the social atmosphere was of high importance to all age groups. It is vital for sport marketers to recognize these trends as motorsport organizations continue to explore these types of one-off events.