The Hyper-Evolved Sports: What's Gen Z’s Outlook on Sports Industry?

The performances of gen z athletes at the Paris Olympics have undeniably captivated audiences across the globe, from Huang Yuting and Sheng Lihao taking home the first gold medal in sport shooting to Pan Zhanle breaking the world record in the 100-metre freestyle swimming, and Zheng Qinwen redefining tennis in China…

Notably, a remarkable 70% of athletes on Team China are from the post-2000 generation, underscoring the rise of gen z in the world of sports.

Simultaneously, the sports market is seeing generation z emerge as the primary consumer demographic. The Sports Fan Insights survey conducted by Deloitte in 2023 reveals that 72% of gen z rates their enthusiasm for sports at seven or higher on a scale from 1 to 10. The spending per person on sports among the youth of gen z in Shanghai, a top city with a vibrant young community, is significantly high at 5,677.2 yuan.

With their strong interest in sports and impressive spending power, gen z has emerged as a crucial consumer group for the sports industry. The years 2024 and 2025 are set to feature a number of sports events, highlighting the importance for brands to gain insight into the viewing trends and preferences of gen z in their sports marketing strategies.

So, how does gen z’s outlook on sports differ from that of other demographic segments?

01: TOP NICHE SPORTS PLAYERS

Representing the key player and the audience, gen z is notably more inclusive and varied in their engagement with or interest in trendy niche sports.

In 2024, tennis and motorsports are experiencing significant growth, with their online engagement rising by 51% and 38% respectively, drawing in more new audiences than major events like the NBA and the World Cup. At the same time, as gen z brings lesser-known sports like skateboarding, breakdancing, cycling, and lure fishing into the spotlight, there is a swift increase in professional competitions for various niche sports.

In addition, community sporting events like Village Super (local football games) and Village BA (local basketball games), which have seen a surge in online engagement in recent times, have proven to resonate strongly with younger audience.

These captivating sports events fuse unique cultural traditions and heritage that appeal to young people, all while narrating the authentic stories of local communities. The Village Super and Village BA have evolved from simple sports events into cultural symbols that reflect the uniqueness of Chinese athletics and serve as landmarks of cultural and tourism celebration.

Throughout the Village Super in 2023, 98 games attracted over 10 billion views across all platforms, bringing in 3.38 million travellers to watch the games in real-time. And the Village Super continues to rise in popularity in 2024 and beyond.

eSports have consistently ranked as the leading and most sought-after sport for gen z, a group that is inherently connected to this form of entertainment. The recognition of eSports players and organisers as official professionals in China’s sports frameworks has further catalysed the growth of eSports and virtual sporting events.

The audience of young fans for eSports tournaments has now hit 260 million and continues to rise at a rate higher than 15%. The interest in eSports consumption is impressive, with 87% of audiences opting to buy virtual props, value-added merchandises, or investing money to elevate their experience while watching matches.

It’s worth noting that their interest lies not only in eSports but also in traditional sports events when presented in gaming and digital environments.

Findings show that 51% and 54% of gen z audiences think that gaming and virtual fantasy content can increase their engagement in sports. It’s evident that major global leagues like the Premier League and NBA are venturing into virtual sports gaming.

In the meantime, more brands are vying for titles and sponsorships in worldwide events like the Summer and Winter Olympics, the Asian Games, and the FISU World University Games, with the Hangzhou Asian Games alone bringing in an impressive 175 sponsors. As gen z shows a heightened curiosity for alternative gaming experiences, brands are expected to prioritise emerging niche sporting events.

02: THE SOCIAL NETWORK FOR SPORTS

Growing up in a socially connected era, gen z engages with sports not just for the thrill, but as a way to enrich their social experiences. The social dynamics add to the gaming experience and are reshaping the way younger generations experience the sport.

Instead of watching live sports on TV, gen z chooses to follow events via short video platforms and social media like Douyin, Weibo, and Xiaohongshu.

As highlighted in the 2023 Sports Fans Insight Report, a significant 90% of gen z turn to social media to watch sports events and their related content. They watch highlight reels and content on short video platforms, engage with athletes in the comments of their social media, and participate in discussions about matches with other fans and netizens in fan communities and event-related topics.

For younger audiences, the social aspect holds greater significance than the act of watching itself.

The report also reveals that 71% of respondents favour live sports events, yet this figure falls to 58% among the Millennial and gen z demographics. Young people are finding joy in binge-watching games at home alongside family and friends, as opposed to the classic sports fan’s enthusiasm for attending live events.

Thus, during the Paris Olympics this year, CCTV’s initiative ‘Watching the Olympics in Cinemas’ turned out to be quite popular, with many young people flocking to cinemas to soak in the joyful ambiance of camaraderie and collective cheering. More than 2,300 film screenings were organised nationwide, with over 800 theatres taking part, attracting 55,000 viewers, and achieving a box office total of 2.442 million.

Brands have the potential to mirror this strategy by enhancing social interactions throughout gen z’s viewing experiences, designing more immersive online spaces, or hosting offline events that bring a carnival-like vibe.

03: ATHLETES TAKE THE SPOTLIGHT

Differing from previous age groups, gen z engages with sports by looking past just the accomplishments and stats of athletes, intertwining the allure of celebrity culture with their sports passion. The practices, interests, and daily lives of athletes are creatively turned into fun memes that are popular among young communities.

The 2023 Weibo Report of Athletes shows that fans are more interested in athletes’ personal lives than their on-field performances, with many trending searches centred around their off-field activities.

The interest of youth in athletes extends to their lives outside of competition, where their good looks, consistent performance, and engaging personalities have turned into appealing features, represented by athletes like Pan Zhanle, Quan Hongchan, Zhang Yufei, and Xia Sining. Increasingly, young people are looking up to sports figures instead of pop stars as their sources of inspiration.

While the lucrative pop stars often depend on exaggerating their performances and creating a buzz to gain fame, younger people are more pleased to see new sports talents highlighted in magazines and landing endorsements.

Blending the experiences of watching games, producing memes, and connecting with fan culture is likely to increase the appeal of sports marketing to younger audiences.

Engaging in sports marketing doesn’t always require a large budget or a high-profile strategy to showcase the importance and grandeur of sports competitions; instead, leveraging memes might offer a more entertaining and cost-effective way to market.

WHAT IT MEANS FOR BRANDS & BUSINESSES…

In conclusion, young people engage with gaming by embracing the trendiest sports, keeping up with the most exciting competitions, and supporting the most dynamic sports personalities.

To attract audiences from sporting events, brands can prioritise niche and trending sports, increase social interactions and create engaging spaces during the events, and partner with inspiring and impactful young athletes.

OUR WORKS…

We discovered that the ramps in skateboarding tournaments are more likely to lead to injuries than the athletes on the skateboards. Every time a skateboard rolls along the ramp, it leaves its mark, and for the audiences viewing the live stream of the competition, the ramp often captures the majority of their attention on the screen.

Drawing from this insight, the Bactroban brand turned the ramp into a display to showcase the swift response of its topical spray against infections.

For the X Games, a major event in extreme sports, we designed a custom U-shaped ramp and transformed it into a large interactive touchscreen with tailored technology, while still capturing the authentic nature of skateboarding.

As skateboarders glide over the ramp, their tracks will become visible, yet a quick spray of Bactroban will make those marks disappear almost immediately. The animated display captured the audiences’ interest, leaving them both amused and drawn to the brand showcased by the eye-catching U-shaped ramp.

Bactroban’s partnership with niche sports garnered 700 million views across the network, contributing to a 24% rise in brand engagement.