Understanding Generational Shifts in Sports Fandom

If you want to understand today’s Sports Fandom landscape, start by examining shifting generational preferences and trends. Over the past five years, fans have found new ways to engage with their favorite teams and sports, with most leagues focusing efforts on attracting younger audiences—especially Gen Z.  According to the most recent study of Sports Fandom study by SBRnet, Gen Z fans currently accounts for 21% of all sports fans, which actually represents the smallest number of fans in terms of volume. However, this segment is growing rapidly, showing a 12% year-over-year increase from 2023 to 2024. In contrast, Millennial fandom grew just 1%, Gen X remained flat, and Boomer representation declined by 1.4%.

Understanding the key generational shifts among sports fans is like reading the tea leaves for brands, advertisers, and sponsors when allocating their dollars for media and determining which sports are best for providing a healthy return on their investment.

Younger fans prefer streaming over traditional TV, which is still preferred by older sports fans.  When it comes to live attendance, once again, Gen-Z makes up the smallest proportion of fans in terms of volume, while demonstrating the highest growth again, with an 11% annual increase. Only Gen-Z fans are showing gains regarding live attendance.

Click here to access a copy of the complete Generational Shifts in Sports Fandom, which examines generational shifts among sports fans across the 24 sports surveyed. Generational shifts at the team level will be available in two weeks.

Click here to get a copy of the SBRnet 2025 Annual Topline Study of Sports Fandom.

Neil Schwartz, President of SBRnet, Inc, has more than two decades of marketing & consumer research experience in the sports, fitness and active lifestyle categories. Previously, Neil has worked for SportScanInfo from SportsOneSource in addition to heading the research team at the Sports & Fitness Industry Assoc. (SFIA). Neil has been a featured speaker at many industry conferences and events. He is also well respected for his work with leading financial and investment firms, top brands and retailers in the sports footwear and apparel categories. As President of SBRnet, Neil is committed to growing the use of data throughout the academic and related commercial categories of sports management, sports business, sports marketing and sports analytics. Neil is also one of the owners and creators of the Get in the Game sports business industry event that is focused on students of color at HBCU (s) and other colleges and universities around the country. Neil is a graduate of Syracuse University with a major in Communications and Business.