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  • Writer's pictureLori Marion

2024 Super Bowl LVIII, Gen Z and Millennials


If there is one thing Americans will show up for, sports, news, and event-related programming are at the top.


Source: CBS Sports


Combine those with an estimated 250 million pounds of Avocados From Mexico, trash talk, players' lives, and a legendary performer known for causing break-ups, makeups, and a population explosion—and the 2024 #Super Bowl has got the Gen Z and Millennial audience's attention.


This year's match-up radiates electricity as the #Super Bowl game festivities between the defending champion Kansas City Chiefs and San Francisco 49ers begin. Shifting demographics, and musical superstars on and off the field potentially cause more engagement than traditional TV shows or coverage for the year. But why?


Research from GWI shows that Gen Z significantly over-indexed in their interest around the NFL and, specifically, the Super Bowl. Some thoughts:


The Festivalization of the NFL. The food, fashion, performers, and talent-led brands are in a frenzy, this year, with so much to enjoy as Las Vegas hosts its inaugural 2024 #Super Bowl for just $60 million. Overall, the U.S. Chamber of Commerce projects a $1 billion economic impact in return for the city, mitigating some investment in constructing the $2 billion Allegiant Stadium in 2020.


68M American Adults Expected to Bet: A projected $23.1B on this year's game in a combination of online and traditional sports wagers. Of those, 36.5 million are expected to bet casually with friends in the living room experience in pools or squares, according to the American Gaming Association. That's a 35% uptick from last year's game, which may be partly due to the nature of Millennial and Gen Z consumption habits of being accustomed to real-time, interactive, and engaging entertainment blurring the lines between IRL and real-time.


The Cultural Zeitgeist: This year's energy has an increased use of talent-led brands to hype conversations ahead of time, akin to fashion 'drops' and shoppability according to the Wild By Jungle e.g., the Beckhams and Victoria's Rolls Royce t-shirt to extend the engagement.


But It's the Trash Talk: 49ers' Brock Purdy says he's ready to disappoint Taylor Swift in the Super Bowl against her boyfriend. More notable, if Swift does attend, she will fly 8,900 miles from her Tokyo show to Vegas to see boyfriend Travis Kelce play—a carbon footprint of 91,752 pounds one way. A spokesperson noted that "Taylor purchased more than double the carbon credits needed to offset all her tour travel."


Heating America's Cold Spell is artist #Usher. With nine studio albums, ten compilation albums, eight extended plays, and 81 singles (including 19 as a featured artist), the 2024 Super Bowl is intentionally about to go down in the history of halftime performance with one of America's steamiest performer televised. Gen Z and Millennials are, if anything, music, fashion, and culture lovers of steamy performances. 


Here is Team Fade's top 11 set list and guest performance predictions including Ludacris, LiL John, Justin Bieber, and Alicia Keys:


"Yeah!" 

"OMG" 

"U Got It Bad" 

"Good Good"

"My Boo"

"Caught Up"

"DJ Got Us Fallin' In Love" 

"Superstar"

"Coming Home"

"Make Me Wanna"

"There Goes My Baby"


Engineering is doubling down on:

"Lil Freak"

"Bad Girl"

"Somebody to Love" Justin Remix 

"Good Kisser"

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