In the same month we’ve seen EY publish their latest Sports Index survey, we’ve also seen major sports like rugby and cricket launch new strategies to get more young people in their sports.

That got us thinking – what are some of the best ways sports are capturing the attention of Gen Z, and what can others learn from it?

In an age when attention is the hottest commodity, certain sports have cracked the code to engaging younger audiences. These sports are not just keeping pace with the interests of Gen Z; they are setting the pace. From embracing digital innovation to building authentic player brands, here’s what some of the most successful sports are doing to connect with young fans—and how others can follow suit.

1. Embracing Short, High-Impact Content

To understand the success of sports like football and basketball among younger fans, look at how they deliver their most thrilling moments. Football, for example, is a game of moments: a single goal can completely alter the course of a match, creating a “must-watch” atmosphere. Basketball operates in a similar vein, where every dunk, steal, or buzzer-beater offers a viral moment that resonates with the TikTok and Instagram generation. Short, high-impact content highlights the essence of these games, capturing attention in ways that align with Gen Z’s preference for fast, snackable media.

For sports that traditionally rely on longer formats, the lesson is clear: don’t just shorten the game but re-imagine how it is consumed. Cricket’s T20 and The Hundred formats have already embraced this idea, while Sevens has injected speed into the traditionally longer game of rugby. The challenge now is to bring this to life digitally with cutting edge short-form content.

2. Building a Digital-First Experience

Young fans don’t just want to watch a game—they want an interactive experience that lets them connect with the sport in new ways. Leading sports have invested heavily in digital platforms to create immersive experiences that allow fans to feel like part of the action. The NBA, for example, has mastered this by using social media as a place for highlights, player-driven content, and behind-the-scenes moments – they’ve used it to build an entire community that doesn’t focus on the game, score or result at all. Formula 1’s Netflix series Drive to Survive took this a step further, capturing the personalities and rivalries that define the sport and translating it into binge-worthy content that has dramatically expanded its fanbase beyond those diehards who care about the Driver’s or Constructor’s Championship.

By focusing on the “off-field” experience, successful sports have shown that the modern fan wants more than just a scoreboard — they want stories. 

3. Authentic Player Brands that Resonate with Young People

Today’s young fans are drawn to the personalities behind the game as much as to the game itself. Sports stars like Simone Biles, Vini Jr and LeBron James were recently named by SportsPro Media as the three most marketable athletes in the world, and they’ve done this by building influential personal brands through authentic, relatable personas. These athletes have shown that Gen Z values connection and authenticity, championing causes and sharing stories that make them more relatable than ever before.

For sports to connect with young audiences, it’s essential to empower athletes to engage in authentic ways. This could mean encouraging athletes to speak openly about issues they care about, celebrating diverse cultural backgrounds, or simply letting them share their daily lives with fans.

4. Meeting Gen Z Where They Are

Finally, leading sports understand that to capture Gen Z’s interest, they must meet them where they already are: on platforms like TikTok, Instagram, and YouTube. Engaging younger audiences means creating content tailored to these platforms. Successful sports leverage each platform’s unique format to connect with fans, emphasising immediacy, accessibility, and creativity.

Creative collaborations with influencers, interactive challenges, and fan-driven content can all help create a more engaging, accessible brand that resonates with younger fans.

So what’s the answer?

As attention spans shrink and competition for fan engagement grows, successful sports have adapted by prioritising accessibility, authenticity, and innovation. They’ve shown that connecting with younger fans is less about changing the sport itself and more about how it’s presented, shared, and celebrated. By emulating these approaches, all sports can forge stronger connections with Gen Z, building a new generation of passionate fans ready to embrace tradition and innovation alike.