We’ve never really seen the work of “action sports” marketers laid out so succinctly as in this story about ASA Entertainment in Florida Today.

Gen Y consumers can be a hard market for advertisers to crack, but an Indialantic company has found a way to lure teens and 20-somethings to its clients. . . . Marketing agency ASA Entertainment fuels brand loyalty through the use of action sports events that plug into young consumers’ psyches. . . “Action sports are a great way to reach the market,” Bratman said.

Found a way to lure teens? . . . Fuels brand loyalty through the use of action sports? We know that’s the whole point of sponsors, but still it sounds so dirty. We feel so used.

[Link: Florida Today]