Sports brands must reassess their relationship with YouTube if they want a deeper connection with a Gen Z audience

Daniel Parker

Evaluating the opportunity of using YouTube as a platform for sports content.

It’s no secret that Gen Z are pioneers in defining new behaviours, more so than any generation before them, and emerging trends show how this generation are also consuming sport and sport culture on social media in different ways to previous generations. 

For instance, it helps explain the success of basketball star Kevin Durant’s embodiment of ‘goblin mode’ on Twitter, and the positive reception to Serge Ibaka showcasing the unexpected edges of his personality via his cooking showon YouTube. This audience views niche behaviour on social media as the key to authenticity, which is why calling...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands