How sports leagues are vying for Gen Z and Gen Alpha's attention to build the next generation of fans

""I go to YouTube with Snapchat, or Google something if I just have an idea that I want to know,""

""Something that we might have done two or three years ago to capture this audience is changing based on how they consume, the way they consume, the way that content is packaged to them as well,""

""And so we're always constantly keeping up with the trends and of how we can continue to resonate with this audience in the right way.""

""That is a Gen-Z dream right there,""

A teenage fan uses YouTube, Snapchat and search to follow sports while older generations relied on TV, highlights and newspapers. Gen Z (roughly 1997–2012) and Gen Alpha (roughly 2012–2024) display distinct media habits and varied attitudes toward sports. About 20% of Gen-Z adults identify as avid sports fans, compared with 33% of Millennials and 27% of Generation X, and one-third of Gen Z respondents say they do not follow sports at all. Touchpoints for teams and leagues are changing constantly, and content formats and packaging must evolve to resonate with these cohorts.

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