Younger sports fans care more about the name on the back of the jersey than the front. They are more likely to follow the athlete, no matter the team, so lean into the voice of the athlete for brand storytelling.

From daily fantasy to sports betting, the gamification of sport has drawn younger fans to sports they wouldn't normally watch, such as MMA, Extreme Sports, Field Hockey, Cricket, and Surfing.

Gen Z fans are changing how sports content is viewed and distributed. They crave highlights, behind-the-scenes features and shareable lifestyle content over linear broadcasts.