by Adam Mingay, business director at Unit9
2022 is shaping up to be quite the year for sports, with the Commonwealth Games, the return of the Premier League, the hotly anticipated Qatar World Cup – and of course the Lionesses officially bringing football home for England.
But while fandom is stronger than ever among millennials and older generations, some teams and sports are struggling to build and maintain loyalty with the all-important power base of Gen Z – a demographic where only 23% identify as passionate sports fans.
With regular viewership of live sports on TV dropping to just one in four among Gen Z, this group needs more exciting and dynamic experiences to command and maintain
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