Nearly all Gen Zs use social media to consume sport-related content

Celeste Huang

Gen Z sports consumption habits and the growth of women’s sports sponsorship opportunities.

Nearly all Gen Zs use social media to consume sport-related content, and around 80% of Gern Z fans follow a professional athlete online. This leads them to watch live sports events from home or attend in person, and follow other brands or athletes, according to Deloitte’s sports fan insights. 

As the FIFA Women’s World Cup came to an end, record-breaking viewership and growing consumer interest cast a positive light on brand sponsorship moving forward: Australia’s quarter-final match versus France drew in an average of 4.17 million viewers in its home market, making it the highest-rating...

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