Hey there!

Welcome to another edition of the Tactical TDAY newsletter. I've got some exciting insights for you today plus a full personal brand breakdown of arguably one of the most successful athletes to grace the earth. Let's dive right in!

Today, we're covering:

• How the NHL is Flipping the Script on Gen Z Stereotypes

• Winning Content & Monetization Strategies for Gen Z Sports Fans on YouTube

• A Quick Life Update

NHL's Game-Changing Play: Overturning Gen Z Stereotypes

So this week I wanted to break down a new ad campaign that’s challenging everything we thought we knew about Gen Z sports fans.

If you haven’t seen it (I’ll drop a link at the end of this email)...

The ad itself is called “Gen Z” and it features young NHL stars talking about the common stereotypes of Gen Z and completely flips them on their head.

You know…

That we’re lazy…

That we don’t dress properly…

That we want huge salary increases…

But this ad is a masterclass in disputing common misconceptions about Gen Z.

Connor Bedard, the 19-year-old rookie, crushes the idea that Gen Z doesn't work hard by showing him furiously working out.

Auston Matthews challenges the notion that Gen Z dresses inappropriately by showcasing his stylish wardrobe.

It’s a double play.

It highlights the talent of these upcoming NHL stars…

But also connects with the NHL’s younger audience in a relatable way. 

Here’s some of the comments from fans on YouTube:

“Dude i saw this on the tv and thought it was awesome”

“This is a fire commercial. Love it, I'm a gen z. I play roller hockey. 🔥🔥❤️”

So, what's the lesson here for us YouTube creators and sports marketers?

Don't underestimate your audience.

Gen Z appreciates humor and authenticity because it meets them where they are at.

It’s relatable.

They want to see themselves represented accurately and not as a lazy poorly dressed person.

The NHL understood their audience deeply and created content that resonates with their real experiences and values.

That’s why this ad received such a warm response.

If you’d like to work with TDAY to reach your Gen Z audience, tap the button below to chat with our team - Let’s see how we can work together!

Winning Content Strategies for Gen Z Sports Fans on YouTube

Now, let's take this insight and run with it.

How can you create content that truly resonates with Gen Z sports fans on YouTube? And how do you then monetize it?

The best way to do this is to look at a real life example.

And who better than one of the most successful soccer players of all time, both on and off the pitch.

This guy…

Ronaldo has amassed a YouTube channel of 64.8 million with 542 million views…

In just over a month… INSANEE!

What’s equally as awesome is the strategic methods Ronaldo is using to build and monetize his personal brand.

So I’m going to break this down in two parts…

First off…

Ronaldo’s Winning Content Strategy

I was most impressed by how authentic Ronaldo’s content is…

In traditional media we’re used to seeing polished interviews where athletes are trained and told what to say…

So it’s super refreshing to see athletes build brands that are unique to them.

And in terms of content and how you can model Ronaldo’s success…

Here’s some of the content he posts…

• Day in the Life videos basically give fans an all-access pass to his day-to-day life. These videos are gold for building that personal connection with fans.

• Best Moments - a smart way to keep casual fans engaged and remind everyone why he's a legend.

• Milestones videos like "Ronaldo's 900th goal at every angle".

• Sit-down chats with his former teammate, Rio Ferdinand. Pure content gold. It's authentic, it's nostalgic, and it gives fans insights they can't get anywhere else.

• Lifestyle Content… "How to dress like Ronaldo" videos are genius. They tap into the lifestyle aspect of his brand and give fans a way to connect with him off the pitch.

• Videos like "This is how I overcome adversity in life 💪" show a more vulnerable side of Ronaldo. They're perfect for building a deeper connection with fans.

Variety and authenticity are my key takeaways here.

It's a full-spectrum approach that keeps fans coming back for more.

But here’s the super cool part…

Ronaldo’s Monetization Strategy

Yes, Ronaldo is probably racking up the YouTube AdSense…

But this isn’t where the real money is being made.

As his content continues to bring in 100s of millions of views, it is being directed to his website where he is promoting his footwear, underwear and fragrance brand plus brand partnerships.

Think of it like a funnel…

His YouTube content is casting a wide net, attracting a huge audience (that’s the top of the funnel).

Then, as fans keep watching, they start moving deeper into his ecosystem - following him on socials, visiting his site, and ultimately, buying his products (the bottom of the funnel).

But here’s where it gets really interesting…

Ronaldo’s playing the long game by building real leverage through his personal brand.

He’s capturing emails. Millions of them.

That gives him a direct line to his fans, landing right in their inbox.

No algorithm gatekeeping.

Because here’s the thing…

YouTube traffic is controlled by algorithms. 

But an email list? That’s your direct connection to your audience. Ronaldo can send out product launches, exclusive deals, or personal updates whenever he wants, building an even stronger bond with his fans and driving sales consistently.

That’s where the real power is - owning your audience vs renting it.

And if you’re looking to build and monetise your own audience, let’s schedule a strategy call and see how we can help you. Tap the button below to talk with our team!

Some Recent Personal Highlights

I’ve got just 68 days left until I graduate, so I thought it’d be cool to share some highlights of my final semester…

In August, Juan Faura and I successfully exited Penn State REACH and left it in the worthy hands of Reagan Phillips and Akshita Pothula (who are both crushing btw).

In September I was Interviewed by Lia Haberman (The Hollywood Reporter) to showcase how Penn State and the Happy Valley LaunchBox powered by PNC Bank are becoming one of the hottest universities for content creators!

And just a few days ago I featured on Fox 29 Philadelphia, WTXF alongside Eagles first round pick Freddie Mitchell and the Pat McAfee of Penn State, Landon Tengwall.

It’s been a crazy few months.

But trust me there is a lot more to come in this final semester and beyond as I graduate.

I’m excited to share what my plans are soon 😉

That’s all for today.

Have a blessed rest of your week!

Justin

P.S. Here’s the link to that NHL ad I mentioned… Enjoy :)