How Gen Z is reshaping sports: Opportunities for brands

Frances Wain

How Gen Z wants to consume sports is changing, a nuanced shift, that as today’s youth becomes the mass market will shape future sports consumption.

Gen Z is falling out of love with sport, some recent headlines suggest. But reality is somewhat different. How Gen Z wants to consume sports is what’s changing – a more nuanced shift that as today’s youth becomes the mass market will shape future sports consumption. This means a widening array of opportunities for brands, not less.

What’s changed?

In 2023, people’s preference for outside-of-venue sports experiences – especially among younger fans – is growing, fast, with smart devices, streaming and social media dominating sport consumption.

Over two thirds of global consumers – 67% – follow sports on a regular...

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