Five ways Gen Z is Approaching Sport Differently
Here’s the top 5 ways Gen-Z are approaching sport differently, and what this means for your brand.
Source: Corteiz, Aimé Leon Dore, It’s Nice That
Netflix shows, multi-million dollar sponsorships, YouTube Takeovers, hot wing interviews and #sportscore. Welcome to the new world of sport, a content heavy battle between audiences, codes, and brands. Where eyeballs aren’t necessarily glued to TV’s, fans are of players over codes, and engagement is measured cross platform rather than in the stands. With Gen Z seemingly becoming sport’s lost generation, sports clubs and brands are losing sleep over how to re-establish the connection between young people and sport. Keeping up might take some creativity, but getting it right may not be as difficult as you’ve been sold.
As youth specialists, sport culture is a way of life for Livity. Ready to get those creative juices flowing? Here’s five ways youth audiences are approaching sport and how you can capitalise on them.
Source: Netflix
Gen Z want approachable participation
Youth audiences are viewing participation in sport as a way to facilitate bonds with peers, communities, and family in a way other activities aren’t able to. Where young people find themselves within communities or spaces that don’t support their views or values, sport clubs and leagues are spaces they feel celebrated and heard.
Enter the age of niche clubs like Baesianz FC, a London-based football team for women, trans and non-binary people of Asian heritage, or Queer Running Club, a space for queer people to run together without judgement or fear. These clubs are adding a new level to participation within sport by allowing young people to connect with like-minded, building their version of the future of freedom. It’s within these groups their voices to be heard where they may find barriers elsewhere. Collectives like Baesianz are appearing all over the globe, empowering young communities everyday.
What moves should you be making?
Help facilitate safer spaces for young people by partnering with global communities that reflect your (and your audience’s) mission. By building long-term partnerships with communities, you’ll facilitate a future of reciprocal respect.
Gen Z think culture over category
The split between the worlds of fashion, entertainment, music and sport is becoming increasingly blurred as young people view the culture of sport and the sport itself as one entity. For them, it’s all a part of the culture they engage with.
Brands like Art of Football have struck the perfect balance between cultural renaissance and sporting references by developing pieces steeped in sports history, with a twist of today. And when Wales Bonner dropped their collaboration with Adidas for the new Jamaica kit on the runway at Paris FW, the reaction on social media reflected how relevant the collaboration was for the football community, not just fashion. Activations that win are hyper-individual yet hyper-influenced.
Source: Adidas
What moves should you be making?
Get involved in cultural collaborations by using your brand as a vehicle to create new ways to talk about sports in fashion, entertainment, and art.
Gen Z are leaning into Stan culture
What do Formula 1 and Ice Hockey have in common? They’re both quickly becoming the internet’s latest source of guilty pleasure, propelled into the spotlight by stan culture and lusting fans. The great part about it all? Both sporting giants are leaning all the way in.
Culturally the F1 is recognised by the teams, drivers, and management that bring the sport to life. But on TikTok, fast cars and champagne towers meet sex-fuelled masculinity in a way that drives their newly engaged fangirls wild. By sprinkling thirst traps throughout their social content strategy, F1’s social team are switching into 8th gear and leaving the rest of us in their slipstream.
Booktok has crafted its own resurgence in readers and writers alike, and now have their eyes locked unashamedly on Ice Hockey players for inspiration. Teams like the Sea Krackens are showing their appreciation for new fans by acknowledging them within videos and comments, some even taking it as far as sitting for interviews with new authors to co-create their characters.
What moves should you be making?
Embrace alternate audiences across social channels, leaning into their requests and niche focus points through subtle (or seriously head on) content pillars.
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Gen Z are craving cultural clashes
We’re now seeing the repercussions of pausing live sporting experiences during the pandemic - 1 in 3 young fans report they just aren’t watching live sports. We aren’t saying goodbye to the face-painting superfans we’re used to seeing on grounds and on our screens, but there has been a sidestep into a world where fans are investing in culture first.
Flexing their ability to multi-view, youth audiences are consuming content across multiple topics, multiple sports and supporting multiple teams. They’re cultural chameleons who love points of interest being smashed together in ways that hit home.
That’s why athletes like Tom Daley and Lebron James, even Neymar are seeing success by sharing their own interests, hobbies, and experiences across social media. Taking away the mysticism around being “just an athlete”, they’re showing they are creators and personalities in their own right. Tom Daley has won over fans with his knitting skills on TikTok, Lebron is speaking out on the importance of activism on YouTube, and Neymar has featured his love for F1 across Instagram. And brands can get involved too, with our friends at Sky Sport ahead of the curve when we created the Sidelines podcast with them, exploring how the biggest names in sport are pushing the culture forward.
What moves should you be making?
Co-create content with athletes or creators that reflects actual interest points, giving audiences another layer of access to their favourite teammates.
Gen Z get involved with niche content
As attention spans for traditional content dwindles, highlight reels and match round ups will become secondary content for young sports fans. Right now, creators are blending niche content styles with new perspectives on their favourite sporting codes.
Social spectators Shepmates are on the edge of alternative sports commentary, verging into the space between cultural content and sports media. Applying trending styles like greenscreen and duets to content and focusing their efforts on entertainment.
Taking advantage of niche sports media opportunities doesn’t need to be so far out of your wheelhouse you’re reaching for the knitting needles (read: Tom Daley). Footasylum has assembled their own content Avengers, engaging with young people in their own spaces and delivering video content that connects them to culture.
What moves should you be making?
Create content that uses language native to the audience you’re speaking to. Whether that’s engaging in #corecore content, or using edit techniques unique to the platform, there are simple ways to get engaged.
If you need even more convincing, Tim Ellis the chief marketing officer for the NFL told the Washington Post their behaviour is signalling what's coming next for everyone “There’s no strategy for bringing in a 35-year-old fan for the first time. You have to make them a fan by the time they’re 18, or you’ll lose them forever”. It’s not difficult to get started, but now is the time to act and build out your youth focused streams.
In a nutshell, if you want to score big with Gen Z and grab their attention, it's all about playing their game. Here's the blueprint: create spaces where everyone feels welcome, team up with diverse cultural influences, cater to different fan bases, let your authentic passion shine through, and serve up specialised content that hits the bullseye for niche fans. Remember, winning over Gen Z is all about connecting with them speaking their language.
We’re already working with Speedo, Nike and Foot Locker to keep them relevant for youth audiences and discovering what’s next in culture. From helping understand who your audience are and how to get them moving, to creating your next brand and community platform, or even developing fresh social content for your cultural reset, Livity can secure your place in youth culture.
If you’re asking yourself what your brand means to Gen Z, we can’t wait to chat with you about how we can support the future of your brand.