REDEFINING THE GAME: HOW YOUNG AUDIENCES ARE SHAPING SPORTS MARKETING

Understanding what younger audiences like and believe in is super important in the fast-changing world of sports. We're seeing clear patterns in what they consume, and these choices are key to figuring out the future of how sports connect with these fans. Young fans are not just following trends; they're creating them, influencing everything from sports marketing trends to who gets sponsored and how sports can grow.

Looking into the EY Sport Engagement Index, we find that while football is still huge in the UK, the share of its base made up of Gen Z is less than sports like badminton, volleyball , and boxing. Could football learn a few things about how to engage young fans from these sports?

Diving deeper into the data, we see that basketball, MMA, and weightlifting are gaining popularity with young adults. Being active and taking part in sports seems to be a big deal for them.

With so many sports out there, broadcasted, streamed, and shared on social media, it's tricky for those who run sports, sponsor them, or invest in them to know where to put their focus.

That's where Clarity Sport comes in. We help you understand these trends and prepare for what's coming next, making sure your sport, brand, or investment keeps up and stands out.

If you're looking to make your marketing better, find new sponsorship deals, or just figure out the best way to invest in sports, Clarity Sport is here to help.

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