The findings indicate that young people are reimagining the concept of sporting fandom in the lead-up to a series of big sporting events that are global in scale.
A study by Acceleration Community of Companies (ACC) shows that Gen Z is learning about sports in a new way, in ways that differ from team loyalty.
The study proposes that younger generations are changing the definition of sports fandom in anticipation of a series of major international sporting events in Los Angeles, including the FIFA World Cup, Super Bowl LXI and the 2028 Olympic and Paralympic Games.
According to the Gen Z Sports Fandom & The Mega-Moment report, 49 per cent of Gen Z sports fans have become interested in a sport or athlete due to fan-generated content or cultural moments outside of the sport. At the same time, 32 per cent would rather follow an individual athlete than a specific team, and 25 per cent of Gen Z respondents said they would prefer to watch athletes’ stories over their sports performances.
Researchers have pointed to the shift from path to fandom
The report posits that the conventional fandom entry routes are less prevalent among a younger generation. The Gen Z generation will not automatically be drawn to sports based on family or geographic location, but rather through social media, gaming, fashion, music, documentaries and online creators first, and then to the sport itself.
The research was carried out in partnership with the USC Annenberg X ACC Think Tank, which brings together students enrolled in the master’s program in the USC Annenberg School of Communication and Journalism and members of the ACC. The researchers merged a nationally representative survey of 2,154 adults who were part of the Gen Z generation with community research, global surveys and focus groups of university students.
The athlete stories gain influence
For past generations, the game was the entry point to fandom; for Gen Z, the last stop. For the younger generation, they don’t necessarily fall in love with the sport first, but with the celebrity relationship, the story, the creator, the controversy or the community surrounding it. The game used to make culture; more and more, it’s culture that makes sports fans.
The findings also highlight a move towards athlete engagement. Just 26 per cent of respondents in the Gen Z generation called themselves ‘die-hard fans’ and watched full games on a regular basis, while 48 per cent fell into the ‘fans of athletes, highlights, social content and big games’ category.
The competition is not the only event!
The report also found that 78 per cent of sport viewers in Gen Z have, or would attend, a big sporting event because of the experiences that take place around the sport, such as concerts, fan festivals, celebrity appearances and brand activations. Just 8 per cent reported they never use their phones for sports.
Interest in future international sports events is also high. Almost two-thirds (65 per cent) of respondents indicated that they would watch a Drive to Survive-style documentary about athletes during the Olympic Games. Thirty-one per cent of the population, including 38 per cent of sports fans, would prefer a mega event like the Olympic Games or FIFA World Cup to other sports experiences.
The organisations are urged to rethink engagement
Matthew Le Veque, Professor at the USC Annenberg School for Communication and Journalism: “It’s not that Gen Z is consuming sports in a different way; it’s that they’re redefining what it means to be a sports fan in the first place, and the organisations that see that are the ones best positioned to build the next generation of fans.”
The report suggests that fandom is expanding rather than fading, but sport through culture is an opportunity for sport organisations, leagues and brands to engage with Gen Z, not just through sport but also through culture.
