According to this NYT article.
'High school athletes buy all the obvious products — sneakers, gear, sports beverages — along with general items like grooming aids, magazines and video games. Many high schoolers shop for the family while their parents work, so they may be buying groceries along with items for themselves.
Students can also influence the purchasing choices of their parents in important categories like cars, cellphones and computers.
For example, in 2005 Allstate Insurance started coordinating a program for local agents “to demonstrate their support of high school athletes,” said Lisa Cochrane, vice president for integrated marketing communications at Allstate in Northbrook, Ill. Today, the brand is present in more than 700 high schools where agents sponsor teams and make donations to athletic departments.
“In many, many communities, high school athletics is one of the premier events,” Ms. Cochrane said, adding: “Teenagers themselves are not big customers for insurance, but their parents are. And they will be, in the future.”"
Comments