Advanced Television

Research: Gen Z falling back in love with sport

June 6, 2024

Ahead of 2024’s summer of sport, research from 3Gem shows almost half (47 per cent) of 18-24 year olds believe the world of traditional sports fandom is inaccessible to them; a tight-knit community they’re not able to be a part of without meeting certain criteria.

In fact, almost half (43 per cent) of young people say they grew up believing they needed to be passionately invested in one particular sport, athlete or team to be considered a true ‘fan’. Another third (35 per cent) admit they have felt pressure to either be a ‘die hard’ sports fan, or not get involved at all.

It seems the tides are turning, however, as additional research – conducted by Snapchat – has highlighted a growing connection between sports and popular culture, with both online communities and fashion trends empowering young people to be part of sports communities. Notably, emerging fashion trends including ‘Bloke-core’ and ‘Blokette’ – both a firm feature of SS24 fashion shows – are helping Gen Z to feel more immersed in the world of sports.

The research also found:

  • 65 per cent say their interest in sports has grown over the past year
  • 37 per cent of young people say they seek out opportunities to connect with like-minded sports fans online
  • 22 per cent say this online connectivity has increased their interest in sports
  • 36 per cent say their increased interest in sport is a result of sportswear inspired fashion
  • 51 per cent say wearing sport-inspired fashion helps them to feel more connected to sports, and reduces the pressure to be a ‘die hard’ sports fan
  • 38 per cent say that fashion plays a key part in how they express themselves as sports fans

According to the research, over half (56 per cent) of Gen Z say platforms like Snapchat help them to feel part of a community where they can celebrate sports in a relaxed way. For young people, this means:

  • Using group chats to discuss game and sports fixtures live (60 per cent)
  • Accessing sports news (49 per cent), and seeking inspiration for where to catch the game (29 per cent)
  • Seeking inspiration for what to wear on match day (22 per cent)

Kahlen Macaulay, Senior Manager, Sports Partnerships at Snapchat adds: “Sports fandom today isn’t just about liking one sport or supporting a particular team. Fans love using Snapchat to chat, watch and celebrate sports – whether you’re a casual fan that loves being part of sports culture through your matchday fit or a “die hard” fan – we’re excited to see how people will celebrate this summer of sports.”

Categories: Articles, Consumer Behaviour, Research, Social Media

Tags: ,