Sport has long been one of the preferred territories for brands to market and reach consumers. However, the way new generations experience sports is significantly changing traditional engagement rules.
Generation Z represents a fundamental shift in how one is a sports fan. For these young people, being a fan does not end when the game is over, which represents a break with previous sports consumption models.
This new generation of fans continues their involvement through social media, music, fashion, digital content, and conversations that happen online, extending the sports experience far beyond the event itself.
Faced with this transformation, brands are trying to find a new way to get in the game and capture the attention of these consumers, adapting their strategies to a fan who experiences sport in a continuous and multidimensional way.
