While most other sports are seeking to allure younger consumers, football seems to be obsessed with Millennials. Nostalgia from the nineties is leaving room to "Newstalgia" (as Business Of Fashion would phrase it) of the noughties:
•⁠ ⁠Kit makers seem to make every football shirt a remake these days.
•⁠ ⁠Social media is ripe with memes and jokes about classic PC/PS2 football games.
•⁠ ⁠Football stars from the 2000s are now plugging their children into professional football: Kluivert, Weah, Hagi, Ibrahimovic, Thuram, Zidane, Simeone… all have footballer children (generally speaking, all less talented than their fathers).

This is a smart move as Millennials are now parents to the next generation of football fans, so their value as a customer is significantly higher.

Does taking a single-minded aim at Millennial audiences imply brands are being relevant to the following consumer cohort - Gen Z?