Gen Z Report
Gen Z are driving a significant shift in the way football content is consumed. Their behaviours indicate strong interest in the sport — but social media has afforded them the option to forge a more autonomous experience.
Consuming Football On Their Own Terms
Gen Z are driving a significant shift in the way football content is consumed and although their behaviours still indicate a strong interest in the sport, social media has afforded them the option to forgo full match broadcasts in exchange for a more autonomous experience of football media.
This generation increasingly yearns for an engaging and entertaining experience. They seek opportunities to interact with football content on social media platforms — where they can catch up with match highlights, memes and even follow their favourite players. They're not so interested in attending match days, but will passionately tweet along and engage with other fans on Twitter.
Pushing for a More Inclusive Game
Gen Z's attitudes towards sports are different from those of previous generations. They value diversity and inclusivity and are pushing for greater representation of women, people of colour, and the LGBTQ+ community in sports.
For example, we've seen game publishers EA add the Women's National Soccer League in FIFA 23, inspiring the next generation that female footballers deserve the same platform as males — whilst encouraging young girls to pick up gaming as they can play with players who look like them.
Digital Natives Shaping the Future of Sport
Being digital natives means Gen Z are shaping the future of sports through their use of technology. They are accustomed to having information at their fingertips and expect instant access to stats, scores, and highlights.
This has led to new uses for technologies like augmented reality, which Snapchat employs to enhance the fan experience — offering immersive, real-time overlays that bring match day energy into everyday moments.
Six Key Insights Into Gen Z Fans
These findings distil the core behavioural and attitudinal shifts that brands and rights holders need to understand when engaging with the next generation of football fans.
GET THE FULL GEN Z REPORT
Sign up to receive the complete Gen Z Football Report — including full data breakdowns, brand case studies and strategic recommendations.
