In the same month we’ve seen EY publish their latest Sports Index survey, we’ve also seen major sports like rugby and cricket launch new strategies to get more young people in their sports.
That got us thinking – what are some of the best ways sports are capturing the attention of Gen Z, and what can others learn from it?
In an age when attention is the hottest commodity, certain sports have cracked the code to engaging younger audiences. These sports are not just keeping pace with the interests of Gen Z; they are setting the pace. From embracing digital innovation to building authentic player brands, here’s what some of the most successful sports are doing to connect with young fans — and how others can follow suit.
1. Embracing Short, High-Impact Content
To understand the success of sports like football and basketball among younger fans, look at how they deliver their most thrilling moments. Short, high-impact content highlights the essence of these games, capturing attention in ways that align with Gen Z’s preference for fast, snackable media.
2. Building a Digital-First Experience
Young fans don’t just want to watch a game — they want an interactive experience that lets them connect with the sport in new ways. Leading sports have invested heavily in digital platforms to create immersive experiences that allow fans to feel like part of the action.
3. Authentic Player Brands that Resonate with Young People
Today’s young fans are drawn to the personalities behind the game as much as to the game itself. Sports stars like Simone Biles, Vini Jr and LeBron James were recently named by SportsPro as the three most marketable athletes in the world, and they’ve done this by building influential personal brands through authentic, relatable personas.
4. Meeting Gen Z Where They Are
Finally, leading sports understand that to capture Gen Z’s interest, they must meet them where they already are: on platforms like TikTok, Instagram, and YouTube. Engaging younger audiences means creating content tailored to these platforms.
So what’s the answer?
As attention spans shrink and competition for fan engagement grows, successful sports have adapted by prioritising accessibility, authenticity, and innovation. They’ve shown that connecting with younger fans is less about changing the sport itself and more about how it’s presented, shared, and celebrated.
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