Brands & Sponsorship, Digital & Media, Future Trends, Sport Business | Jan 23, 2020
Gen Z sports fans in focus.

Download the latest Nielsen Sports and Leaders whitepaper, examining the power, potential and myths surrounding a younger generation of fans.

Their high expectations for entertainment experiences as well as their divergent desires and tastes when compared to their predecessors make Generation Z – or Gen Z – a challenging group for sports properties to attract, engage and, most importantly, retain. Yet the group is brimming with potential and the best sports entities will succeed in the long run by adapting their offering for this pool of younger fans.


This whitepaper examines:

  • The dilemmas that come with the younger generation: individual athletes being a bigger draw than teams or leagues, to cite just one.
  • The myths about Gen Z sports fans.
  • How Gen Z fans are consuming their sport, outside of the stadium or arena.


Whitepaper – Power of One: Athletes as endorsers

Leaders Special Report: Fan Engagement
Leaders Special Report: Opportunity and challenge in betting and integrity
Leaders Special Report: VC & investment in sport
Leaders Special Report: Data-driven decision making
Leaders Special Report: Anatomy of a sports fan


This whitepaper has been produced by Leaders and Nielsen Sports. The whitepaper is free to download and requires a basic set of details. We will not share these details with any third party.

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