Download an overview of this report. Genuinely connecting with this generation will empower brands, leagues, and teams to remain current and adapt to the evolving cultural norms and trends embraced by this new generation.

The values, preferences, and behaviors of Gen Z are molding the cultural and sports landscape. The specifics of Gen Z sports fandom vary by cultural cohort, yet for all groups, sports affinity is deeply tied to culture and identity. While White Non-Hispanic Gen Z particularly value sports as an enabler for socializing, Hispanics and Blacks tend to connect to sports at a deeper emotional level with the success of their favorite teams and players being an important part of their identity. Download this 1-pager to learn more or contact us for more information!