Bay Area sports teams reach out to non-traditional groups... From cultivating gays in San Francisco to trying to make San Jose the launch pad to promote ice hockey in China, Bay Area pro sports teams are facing the demographic fact that the biggest growth in their fan base isn't necessarily among fans with a lifelong affinity for their sport.
Latinos and Asians will comprise the majority of U.S. population growth between now and 2020. But in Santa Clara County, they will represent 90 percent of all growth, according to state and federal population projections. Teams like the San Jose Sharks and the 49ers will increasingly need to attract fans who did not grow up watching Joe Montana throw on Sunday afternoon, or hearing the crack of a slap shot on a winter night.
Recognizing that demographic fact, the four mainstream professional leagues are trying to expand their demographic base. They are cultivating female, Latino, Asian, and gay and lesbian fans; signing international stars who can forge lucrative immigrant connections in a team's home market; and even planting teams outside the United States.
The Sharks are following that last route. San Jose's NHL franchise will have an affiliated pro team in Shanghai this fall with North American and Asian players - the China Sharks - playing teams from Japan and Korea.
The goal, said Sharks President and Chief Executive Greg Jamison, is to seed hockey interest in the world's most populous nation.
"It's a generational process," Jamison concedes...