CREDIT: Federico Mari
When Ferrari revealed that 40% of its new buyers are under 40, it shook the luxury industry. The stereotype of Ferrari buyers as silver-haired collectors no longer holds. Instead, Millennials and Gen Z are stepping into €200K cars — and they’re doing so willingly, enthusiastically, and digitally.
Football clubs should pay attention. Because if Ferrari can convince a 25-year-old to spend six figures on a car, why are clubs struggling to sell €30 memberships to the same audience?
The Ferrari Revelation
Ferrari’s latest buyer insights show a radical shift:
- 40% of buyers are Millennials and Gen Z
- The average buyer age keeps dropping
- They are digital natives with serious money
This isn’t just about cars. It’s about lifestyle. Ferrari isn’t selling horsepower; it’s selling identity, access, experience, and values.
That’s precisely what football should be selling.
The Revenue Revolution
Young audiences don’t want the old model of “buy a ticket, watch a match.” They’re building ecosystems around the things they love:
- €200 limited drops that vanish in minutes
- €50/month premium content subscriptions
- €500 exclusive experiences that blur lines between sport and lifestyle
- Digital collectibles valued in the thousands
Traditional fans bought shirts. New fans buy belonging.
The Content-Commerce Playbook
Football’s old pipeline — watch game → maybe buy shirt — is obsolete. Ferrari, like other forward-thinking brands, flipped the model.
New pathways look like this:
- TikTok clip → Exclusive drop
- Player livestream → Limited merch
- Behind-the-scenes footage → Premium access
- Value-driven content → Brand loyalty
Every interaction is monetizable. Every fan touchpoint is an opportunity.
The Values Economy
Gen Z and Millennials aren’t passive consumers; they’re value-driven investors in identity. Clubs that align with their expectations will thrive. Those that don’t will fade into irrelevance.
- Sustainability? Show it with carbon-neutral stadiums.
- Diversity? Prove it with real inclusion initiatives.
- Innovation? Enter gaming and metaverse spaces.
- Transparency? Open your books and show accountability.
No values = No connection = No revenue.
The Attention Reality
Younger audiences are spending three hours a day with streamers, influencers, and creators — not with 90-minute broadcasts.
Clubs that continue to force-feed tradition will keep asking, “Where have the fans gone?”
Clubs that adapt will already know.
The Uncomfortable Truth
Ferrari sells €200K cars to 25-year-olds.
Most football clubs can’t sell €30 memberships to the same demographic.
The reason? Ferrari evolved. Football clings to the past.
The next decade will belong to the clubs that see what Ferrari has already proved:
Young fans have money. They’ll spend it. Just not on yesterday’s model.
The only question is: Which football club will be the Ferrari of the next generation?
What Clubs Must Do Now?
At 365247 Consultancy, we see Ferrari’s success as a direct challenge to football. The playbook is clear:
- Reframe Value – Stop selling tickets. Start selling ecosystems.
- Own the Digital Narrative – Meet fans on TikTok, Twitch, and streaming platforms with monetizable experiences.
- Build Cultural Capital – Align with sustainability, inclusivity, and innovation in authentic ways.
- Monetize Every Touchpoint – From matchday to metaverse, every interaction should generate revenue.
- Evolve Identity – Clubs must transition from “sports teams” to cultural brands.
Those who adapt will create global, next-gen loyalty. Those who don’t risk becoming museums.
Call to Action
At 365247 Media & Consultancy, we help clubs, leagues, and brands translate cultural shifts into revenue strategies. Ferrari cracked the code. Football can too — but only if it acts now.
To explore how your club can capture the next generation of fans and revenue, get in touch with us at 365247. Let’s talk
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