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Writer's pictureHeather McKinney

The New Playbook: Gen Z and College Sports Fandom

Updated: 3 days ago



College sports have always held a special place in American culture, but no generation has shaken up the game quite like Gen Z, defined as people born between 1997 and 2012. Growing up in a world where smartphones, social media, and streaming platforms reign supreme, Gen Z is redefining what it means to be a fan. Their approach to college sports is different from anything we’ve seen before - more digital, more interactive, and more player-focused.


While cheering for my alma mater, the University of Georgia, I’ve noticed first hand how the stands and the online conversations are evolving. Gen Z’s digital-first mindset, their embrace of NIL (Name, Image, Likeness) rights, and the dynamics of the transfer portal are all playing a huge role in shaping the future of college sports fandom.


The Digital-First Approach to College Sports

Gen Z is the first generation to grow up with the internet fully integrated into their lives, resulting in a strong preference for interactive and immersive experiences that go beyond traditional sports consumption:


  • A 2024 Talk Shoppe study reveals that 7-in-10 Gen Z sports fans follow social media updates and posts from their sports or leagues of interest, significantly higher than older generations.

  • Conversely, less than 4-in-10 Gen Z fans watch their favorite leagues on broadcast TV or cable/satellite TV, a significantly lower proportion than their older counterparts. 


For Gen Z, following college sports on platforms like Instagram, TikTok, and X/Twitter is second nature. These platforms offer real-time updates, interactive content, and direct engagement with athletes and teams, things older generations prioritize at lower levels:


  • 76% of Gen Z sports fans engage with sports content on Instagram and 68% engage with sports content on TikTok, significantly higher than Millennials, Gen X, and Boomers. 

  • According to the Oliver Wyman Forum, social media content from athletes is the single largest driver of Gen Z sports engagement, with 63% of Gen Z saying content from their favorite athletes increases their engagement (versus 42% of non-Gen Zers).


The Influence of NIL and the Transfer Portal

Two significant developments in college sports - the transfer portal and NIL rights - have particularly resonated with Gen Z and further shifted their engagement patterns.


NIL Opportunities

NIL has allowed college athletes to monetize their personal brands, and Gen Z fans are deeply interested in these athletes as individual influencers. They follow athletes not just for their performance on the field but for their off-field personalities, social causes, and entrepreneurial ventures.


According to a 2021 survey from Arizona State University, younger sports fans are significantly more likely than older fans to “strongly agree” with the new NIL rules and say the rule changes make them view college sports more favorably.


Star athletes have capitalized on NIL, creating a personal brand that extends beyond the field. Gen Z fans might be just as likely to buy a product endorsed by their favorite player as they are to attend a game, showcasing the shift in how loyalty and support are expressed.


Transfer Portal Dynamics

The transfer portal has introduced a new level of fluidity in college sports, making it easier for athletes to switch schools. Gen Z, accustomed to rapid changes and instant gratification in the digital world, finds this dynamic and player-centered movement engaging.


Gen Z is more likely to follow individual athletes as they transfer between schools, prioritizing the player's brand over team loyalty - a shift from older generations, who tend to remain firmly dedicated to their alma maters. Instead of feeling betrayed when a player leaves, Gen Z fans often continue to support that athlete at their new school, spreading their loyalty across multiple teams.


Impact on Alma Mater Support

According to research firm Morning Consult, about 4-in-10 (38%) Gen Zers say they don’t have a favorite sports team, a considerably higher proportion compared to all U.S. adults (25%). In a 2019 report, Nielsen showed that Gen Z is more loyal to individual athletes than teams or leagues, and places loyalty on brands and athletes with social values that align with their personal beliefs. 


And some of these broader Gen Z team loyalty trends transfer over to the collegiate level.


Gen Z's support for their alma mater is more flexible and influenced by broader factors, such as the school's stance on social issues, the presence of high-profile athletes, and digital engagement opportunities. 


Rather than a blanket loyalty to the school and its teams, Gen Z will follow and support specific athletes who are more aligned with social causes they feel passionately about, especially if these athletes are active on social media or have strong personal brands. 


Unlike older generations who might support their alma mater through attending games or donating to the school, Gen Z fans are more likely to engage digitally. For many of them, the real action happens online. They follow their alma mater’s social media accounts, participate in virtual events, and engage with digital content related to the school’s sports programs.


Whether they’re posting Instagram stories or retweeting the latest highlight reel, Gen Z’s connection to their teams and alma maters is as much digital as it is physical.


The Future of College Sports Fandom and What Brands Should Know

As Gen Z continues to mature, their preferences and behaviors will likely shape the future of college sports fandom. Teams, brands, and marketers must adapt to this generation's digital-first, player-focused, and socially conscious approach to remain relevant. The rise of NIL and the transfer portal only amplifies these trends, making it essential for stakeholders in college sports to understand and cater to the unique demands of Gen Z fans.


Here are some key learnings for brands: 


  1. Embrace digital platforms: to connect with Gen Z, brands need to meet them where they are - on social media and streaming platforms. Engaging content that’s shareable, interactive, and provides real-time experiences will resonate most with this audience.

  2. Leverage athlete influencers: with NIL now in play, partnering with college athletes who align with your brand values can be a powerful way to reach Gen Z. These athletes are seen as influencers, and their endorsement can significantly impact brand perception among younger fans.

  3. Align with social values: Gen Z is highly conscious of social issues, and they expect the brands they support to reflect these values. Brands should ensure that their messaging and actions align with the causes that matter most to this generation.

  4. Focus on authenticity: authenticity is key when connecting with Gen Z. Brands should be transparent and genuine in their marketing efforts, particularly when engaging with issues of social responsibility or partnering with athletes.


Brands that recognize and adapt to these shifts will be well-positioned to connect with Gen Z and build lasting relationships with the next generation of college sports fans.

And last, but certainly not least…Go Dawgs! 🐶


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Ruth has over two decades of experience in market research and has been the managing partner of Talk Shoppe for 12 years. She enjoys spending her time traveling, writing blogs, and reading non-fiction.

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