New research from Acceleration Community of Companies finds that nearly half (49%) of Gen Z sports fans say they have become interested in a new sport or athlete because of fan-created content or something entirely outside the sport, like a documentary or TikTok fan edit or even an athlete’s personal relationship.  

And 32% say they support individual athletes over specific teams, and 25% of Gen Z overall would rather follow an athlete’s personal story than watch them compete.  

According to the research, traditional sports fandom was founded on team loyalty and was inherited. Viewership was habitual, and fandom often began with geography or family tradition.  

But today's younger audiences are taking a different path. Increasingly, they are discovering sports through creators, entertainment, social media, fashion, gaming, athlete personalities, and internet culture before they ever become fans of the sport itself.  

To understand how Gen Z is reshaping sports fandom, researchers combined national survey data, community research and live focus groups. The study included a nationally representative survey of 2,154 Gen Z adults conducted in partnership with YouGov and secondary data from YouGov Profiles, alongside a global community survey, and in-depth discussions with USC undergraduate and graduate students ranging from die-hard fans to casual participants and sports skeptics. 

“For previous generations, the game was the front door to fandom. For Gen Z, it's often the last stop,” said Monica Chun President of ACC. “Young fans aren't necessarily falling in love with the sport first. They're falling in love with the athlete, the story, the creator, the controversy, or the community around it.”  

More highlights from the research include: 

Access the full report here.