Keeping score
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| | | | | | | | Do you follow a sports team? Ever buy some merch? The NFL's chief marketing officer said that "if you don't acquire a fan by the time they're 18, you're most likely never going to get them." A few years ago, execs feared that millennials would be the death of sports fandom—they were largely wrong, but now it's Gen Z's turn in the hot seat. | | | | | | | | | | | Official sports team accounts on TikTok or Snapchat might repost edited highlight reels or playfully smack talk other teams' accounts in the comments section. Those efforts have seen big wins, as brands have astronomically grown their followings among Gen Z and millennials.
| | | Many of us like sports; we just follow them differently—and one survey found that respondents aged 34 and under claimed to follow more sports (an average of 6.3 sports) than older viewers.
| | | Plus, while it's not the same hot-dog-and-Cracker-Jack affair, esports are booming among Gen Z—tournament prize pots can be in the millions of dollars—as are viewership stats. While online versions of sports like soccer or basketball are well watched, it's video-game-only events like Fortnite that are truly popular.
| | | Only time will tell how faithful Gen Zers are to traditional sports—but the odds are looking good.
| | | | | | | Sports-apparel sales stayed particularly strong online despite pandemic-era dips, and the industry was back on track by early 2022.
| | | | | | | | | | | | | | | Constant evolution. Esports are rapidly expanding, with millions of viewers worldwide tuning in to watch fantasy, sports, or battle matches online. And with that comes a lot of opportunity for major brand deals.
Don't compete; collaborate. Actor and former pro football player Terry Crews shares his insights on how to make it to the top—and it's not only through aggression. Instead, he wants "tough guys" to open up to succeed.
Try something new. Bill Osborne, outgoing president of New Zealand Rugby, shows you can have it all—he was a star player with the All Blacks who also struck it big in business. He shares how his Maori worldview (and his in-game strategy) taught him leadership on a global stage. | | |
| | | | | Show me the money. Now that college athletes in the US can make their own brand deals, a few have signed deals worth seven figures, and some with smaller followings are turning to platforms that award small payouts per post. [WaPo]
What a journey. Ever wonder how it became popular for fans (not just the people playing) to wear jerseys to games? Here's a great throwback article on the history of the commercial jersey. [Sports Illustrated]
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| — Edited by Sarah Skinner, Gen Z curation editor, New York
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