Polo's Youth Revolution: 35% Of Players Under 30

A new generation of consumers is rediscovering polo, with the sport attracting a younger audience and increasing its visibility through high-profile players and spectators, broadcasting agreements, and social media presence.

The Hurlingham Polo Association has a significant number of young members, with 35% of its playing membership under 30. Similarly, the USPA has members who entered the sport through arena polo, with 64% of its members citing this as their entry point.

Polo's visibility has been helped by a new generation of high-profile players and spectators, including the Prince and Princess of Wales, who attended the Out-Sourcing Inc. Royal Charity Polo Cup at Guards Polo Club on July 6, 2022. The sport has also gained mainstream attention through the television adaptation of Jilly Cooper's novel 'Rivals'.

The sport's increased visibility can also be attributed to its major broadcasting agreements with ESPN, TNT, Eurosport, and Star Sports. Additionally, clubs are becoming increasingly sophisticated on social media platforms such as TikTok and Instagram, further expanding the sport's reach.

## Why it matters The resurgence of polo among a younger audience is significant, as it challenges the traditional image of the sport as exclusive and elite. With its growing visibility and accessibility, polo is becoming a more inclusive sport, attracting a new generation of players and fans. As the sport continues to gain popularity, it will be interesting to see how it evolves and whether it can maintain its traditional heritage while appealing to a broader audience.

## What happens next As polo continues to grow in popularity, it is likely that the sport will see increased investment and participation. With its growing visibility and accessibility, polo is poised to become a major player in the world of sports, attracting new fans and players from around the globe.