Download an updated overview of Engaging Gen Z Through the Power of Sports 2.0 ©2025, refreshed with the latest cultural trends and insights.

Engaging Gen Z today requires understanding where their passions live, and sports remain one of the most powerful cultural forces shaping how this generation connects, expresses identity, and builds community. This 2.0 update explores how brands across categories can stay relevant by tapping into the evolving role sports play in Gen Z’s lives, beyond fandom alone.

As Gen Z continues to redefine culture, their relationship with sports reflects deeper values around belonging, emotion, and self-expression. While expressions of sports engagement vary across cultural cohorts, the passion behind it is universal. For some, sports serve as a social connector; for others, they represent pride, legacy, and emotional investment tied to teams, athletes, and cultural identity.

Download an overview of the report to explore select data, key trends, and insights into how the power of sports influences Gen Z attitudes, behaviors, and brand connection across categories, or contact us to purchase a copy of the full report.