SPORT BUSINESS: Sampson Yimer | Lessons From The Super Bowl Halftime Show

“With a focus on short-form content and cultural storytelling, Gen Z is playing an outsized role in shaping the future of consumption and, by association, fandom.”

Sampson Yimer, SVP Sponsorship Consulting NA at Momentum Worldwide looks into whether the Super Bowl LVI halftime show was about connecting with a younger demographic or leveraging middle-aged nostalgia in this piece published by Sport Business.

Read more here.

(Source: Sport Business)