1. Challenge what “engagement” means
For decades, being a sports fan meant donning a jersey, showing up to stadiums, and catching the game on cable TV. If we apply this model to the modern sports environment, it appears to be in crisis: hundreds if not thousands of sporting events were cancelled over the pandemic. As for televised sports games? Gen Z are half as likely as millennials to watch.
But this approach is outdated. The reality is that young people are engaging in sports in a myriad of ways. The fluidity of their engagement is unprecedented, and, for the most part, misunderstood. The Belong Effect 2021 Report indicated that while only 11% of the 8,000 young adults surveyed were season ticket holders, 85% of them engaged with sports on social media. With this in mind, brands must consider what types of content they’re producing, how it’s packaged, and where it shows up.
For example, the NBA leaned into its social media strategy and currently boasts 113 million followers across Instagram, TikTok and Twitch. It’s also had great success posting weekly game summaries on YouTube and Twitch. The NFL has partnered with thousands of sports influencers and recently penned a deal with Fortnite.
2. Take a stand (or a knee) to champion values
One of the report’s most significant findings was that brands must engage in communities intentionally to drive growth through network effects. Gen Z respond well to brands that advocate for their values and beliefs, like racial justice and equity. For Gen Z, it’s not enough for brands to align themselves with causes—they must back up their statements with action. In other words, Kendell Jenner handing a cop a Pepsi isn’t going to cut it.
Nike, the LA Lakers, and the NBA have been excelling in this category by being forthcoming with their values (even in the face of adversity) and backing them up with both philanthropy and clear messaging. Our data shows that Gen Z will mobilize for brands that align with their values. They get more satisfaction, entertainment, inspiration, and joy from them. 90% would encourage others to join.
This is a space with enormous potential.
3. The starting line: youth participation
Research shows that youth participation in sports correlates to fan loyalty later in life. The problem is that sports participation is down, and even more so for girls (of which 1 in 3 drop out of sports by the time they’re teens). Brands have long sponsored youth teams to pay for uniforms, equipment, or other fees; but perhaps it’s time to go deeper. Consider Tennis Canada’s collaboration with National Bank—a ten year, multifaceted plan to engage young girls in sports. Beyond being an investment in youth sports, it’s also a clear marker of National Banks values that has potential to pay dividends down the line through the network effects of values-based communities.
Besides increasing fan loyalty from an early age, there’s plenty of goodwill to be found in this arena. Sports participation has been linked to better mental health, academic performance, and physical fitness in youth.
