Gen Z and Sports Media: 5 Things Every Team and League Needs to Know

Let's face it, the sports media landscape is shifting, and Generation Z is leading the charge. If you're a sports team or league, understanding how this digitally native generation interacts with content is crucial for building lasting connections. Gone are the days of just broadcasting games and hoping for the best. Here are five key things you need to know to truly engage with Gen Z fans.

1. The Second Screen Isn't Just a Trend – It's the Main Event

For Gen Z, watching a game often means having another screen in hand. They're not just passively viewing; they're actively participating. Think live watchalongs, real-time peer-to-peer interaction, and social tracking through fantasy leagues and games. Recently some EPL fan owned channels have pulled in an astounding 100,000+ concurrent viewers for their live watchalongs during key matches on platforms like YouTube. This isn't just about multitasking; it's about shared experiences and constant engagement. If you're not thinking about how to integrate a second-screen experience, you're missing a massive opportunity to connect with these fans.

2. It's Not Just About the Team Anymore – It's About the Stars

While team loyalty still exists, Gen Z is increasingly drawn to individual sports stars. Think about the global phenomenon of Ronaldo and Messi; they've cultivated a generation of fans who are as likely to follow a player's entire career path as they are a single team. This means content strategies need to highlight not just the team's achievements, but also the personalities, journeys, and off-field lives of individual athletes. Fans want to connect with their heroes on a personal level.

3. Social Media is the New Home of Loyalty

Traditional avenues for fostering team loyalty, like attending live games, are becoming less accessible for younger fans. Season tickets are often held by older generations, and ticket prices continue to climb. This lack of in-person access means Gen Z is turning to social media to find their community, debate games, and express their passion. For teams and leagues, this means your social media channels aren't just marketing tools, they're vital community hubs where new loyalties are formed and nurtured. Authenticity and direct engagement are key here.

4. Written Content? Not So Much.

If your content strategy is still heavily reliant on written articles, you might be talking to an empty room when it comes to Gen Z. Sports fans under 35 are reportedly five times less likely to consume written content than older generations, and this gap widens even further for team-owned media. News outlets and teams absolutely need to embrace new creative formats like short-form video, interactive graphics, and audio content to deliver news and information effectively. If it's not visual and easily digestible, it's probably not landing.

5. Playing It Safe Is Playing to Lose

There's a noticeable gap between the engagement rates of official team content and independent fan channels. Why? Many sports teams and leagues are stuck in risk-averse content strategies. Think stale interviews, polished discussions, and a general lack of unfiltered personality. Compared to fan TV channels, which thrive on raw, unedited passion, official channels can feel, well, bland. This leads to significantly lower engagement, sometimes as much as 97% less than independent outlets. Teams and leagues need to find a way to create genuinely engaging content that resonates with the raw emotion of sports, even if it means stepping outside the traditional comfort zone. It's time to ditch the corporate line and embrace content that truly speaks to the fans.