Lessons from the European Super League: the importance of listening to young people.

by Ryan Deluchi

"Young people are no longer interested in football. They have other platforms on which to distract themselves," Florentino Perez claimed defiantly last week, taking it upon himself to speak on behalf of millions of young people around the world. 

He even had the stats to back it up. Well, one stat. According to Perez, 40% of fans aged between 16 and 24 are disinterested in football now. 

According to Perez, 40% of fans aged between 16 and 24 are disinterested in football now. 

Whether that’s true or not isn’t really the point. The point is, when you make assumptions about huge audiences based on top-line stats taken out of context, you end up making mistakes. You know, like pissing off most of the football community by trying to form the footballing equivalent of The Avengers. 

The point is, when you make assumptions about huge audiences based on top-line stats taken out of context, you end up making mistakes.

But how many other Florentino Perezs are out there in boardrooms across the world right now, making major decisions about their organisations based on stereotypes, googled stats and conversations with their grandkids?

I don’t have a stat for that, but I suspect it’s many. 

On the flip-side, how many people in charge of global brands are regularly seeking counsel from young people as to how their brands should evolve? 

how many people in charge of global brands are regularly seeking counsel from young people as to how their brands should evolve? 

What might Perez et al have concluded about young people if they had actually spoken to them about the reasons why they’re feeling alienated by football?

Perhaps it wouldn’t have changed a thing - after all, doing your research is one thing, but acting upon it against your own interests and instincts takes courage.

doing your research is one thing, but acting upon it against your own interests and instincts takes courage.  

If nothing else, hopefully this footballing omnishambles inspires CEOs and Marketing Directors around the world to dig a little deeper when it comes to listening to what young people really want.