BY Kathy Crosett
Are your sports team accounts asking how they can attract younger consumers and build the next generation of fans? Reaching Gen Zers is a concern for major league teams and for good reason. For example, AudienceSCAN data, powered by AdMall, shows that consumers under age 35 under-
New research from USC Annenberg School for Communication and Journalism and the Acceleration Community of Companies (ACC) highlights what’s different about Gen Z sports fans. Your accounts can leverage these differences to reach Gen Zers, and your media company can help by developing unique programming.
What are “forever fans” and why do teams want to attract them?
Sports clubs want to attract fans. For decades, fans were all about their devotion to the love of the sport. The pride of local sports teams and culture also drove consumers to buy tickets to live games or to watch on TV. These fans remained loyal for life and could be counted on to buy team-
Now, there are more sports fighting for attention, and women’s teams are attracting their own fan base.
Sports teams are feeling the pressure. Industry experts note that “forever fans” usually form an affinity for a local team “before the age of 17.” And they can count on these fans for long-
What interests Gen Zers about sports?
Marketing to Gen Z means understanding their unique engagement with sports. They don’t necessarily fall into the “forever fan” category.
The ACC research indicates that Gen Zers' interest is often about the athlete’s personal story (25%) instead of the game they’re playing. These young consumers want to understand what the athlete overcame to reach their level of expertise and fame.
But there’s more than just the game at stake and advertisers are tapping into consumer interest. At a time when players get reimbursed for NIL (name, image and likeness), consumers are growing accustomed to seeing younger players in various promotions. Naturally, they want to know more about them.
Curiosity about a range of sports
As your accounts ramp up their marketing to Gen Z, they need to understand how this audience differs from other U.S. adults. AudienceSCAN data shows that Gen Zers are significantly less likely to be fans of football than all other U.S. adults. However, they over-
What is short-
Some sports fans, including Gen Zers, belong in the short-
They’ll watch videos, along with ads. Their interest in individual competitors will be intense but fleeting. When the event ends, they’ll move on to the next most interesting person in their feeds.
Gen Zers and live sports attitudes
Gen Zers don’t attend live sports at the same rate as other generations. They do not want to sit in the stands and follow the game. They would consider buying a ticket to a live sporting event under the following conditions:
- Lower ticket prices 50%
- Friends/
family to go with 39% - Entertainment beyond the game 23%
Cost is clearly one concern. But sports clubs that promote games as a family affair and that add more entertainment options could boost ticket sales from Gen Zers.
How can media companies generate more revenue and interest?
These attitudes about sports teams reveal the ways to attract younger consumers. Whether they attend in person or watch the game on a TV or other device, they’re into experiences. Brands can tap into this enthusiasm and energy by offering on-
Local broadcasters can tap into this interest level by featuring interviews and videos about the player’s challenges or passions. These programs can run before or after the game.
While traditional fans were all about connecting with their teams through place and heritage, younger fans are more interested in a specific player. Or they may be interested in a scandal or drama about the team or sport. Extended programming on local TV and social media, where clips can be posted, is a great way to build interest and sell media space to accounts that want to reach Gen Z.
Finally, when marketing to Gen Zers, remember the short-
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