The Attention-Span Myth: Why Sports Marketers Need To Reimagine Youth Fan Engagement

The sports industry is grappling with a profound shift: Gen Z is disengaging from traditional sports media, and the idea of lifelong team loyalty is being replaced, in some parts, by what’s now called “fluid fandom”. This new breed of sports fan doesn’t feel bound by geographical or generational ties to a specific team. They might tune in for a few matches here, follow a player there, and be more likely to watch a highlight reel on TikTok as they are to sit through 90 minutes of live football. Some might even switch allegiances between clubs or sports entirely, depending on who’s trending.

But while many in the sports world blame Gen Z’s dwindling engagement on short attention spans, the real issue is far more complex. Having worked in sports marketing for many years, I can confidently say the problem isn’t young people’s limited focus; it’s that sports organisations aren’t capturing their imagination in compelling ways. Sports fans today, particularly the younger ones, still crave excitement, emotion, and connection – but the traditional methods of delivering that, through linear TV broadcasts or in-person attendance, no longer suffice.

Reimagining Football’s Digital Engagement

All is not lost. Football clubs are uniquely positioned to bridge the gap, but they need to do more to engage digitally with this next generation. Gen Z wants personalised experiences that they can access at any time. Clubs need to start thinking beyond just posting on social media and begin creating immersive, interactive environments that truly connect with fans. Personalised content—whether that’s a tailored feed of behind-the-scenes videos or player-led vlogs—can make fans feel closer to their teams. At this year’s Premier League Mornings Live event in Chicago[1], Avery Dennison designed a special-edition jersey that paid tribute to the windy city. The jersey showcased Avery Dennison’s embedded NFC technology, which allowed fans to scan a digitally-enabled logo and connect with online content. This is just one example of how teams can create immersive, connected experiences that keep fans engaged long after the final whistle.

Storytelling is essential. Gen Z wants to know more than just the scoreline or stats; they want to understand the players, their stories, and the values that drive their clubs. It is no coincidence that the two most-followed Instagram accounts are Cristiano Ronaldo[2] (640 million) and Lionel Messi[3] (503 million). In women’s football, teams like Chelsea FC Women and Barcelona Femení have built global followings through engaging personal narratives of players like Sam Kerr[4] and Alexia Putellas[5], who resonate with fans on and off the pitch.

Gen Z thrives in online communities. Whether it’s a dedicated space on Discord or a football-themed Reddit community, clubs need to foster online environments where young fans can share content and conversations about the sport they love.

Gamification and User Generated Content

Beyond personalised content and storytelling, the sports industry needs to embrace innovative strategies that align with the digital habits of Gen Z. Gamification is a powerful tool in this regard. Look at how video games like FIFA have shaped the way young fans understand football. They don’t just watch the matches—they want to play them, simulate them, and compete with friends. ‘Taking part’ can include interacting with friends through user-generated content: blogs, art, fiction and memes. NFL Canada’s Instagram account #FanArtFriday[6] is a great example of how traditional fandom is evolving.

 Premier League, or Champions League interactive experiences, might involve fantasy leagues, prediction games, or even digital badges and rewards for engaging with club content.

Gen Z values creativity, fun, and authenticity on platforms like TikTok, YouTube and Instagram. Clubs should leverage these channels not just for promotion but for building a personality that resonates. A great example is AS Roma’s X account[7], which has built a loyal following by combining humour, memes, and fan interaction. And when it comes to TikTok, look no further than the rise of women’s football globally. The social media push behind events like the 2023 FIFA Women’s World Cup[8] has helped to grow the audience and bring fresh fans into the fold, showing the power of these platforms to connect with new generations. 

Tech as the Gamechanger: NFC-enabled Apparel

Near-field communication (NFC) technology, commonly used for contactless payments by enabling wireless data transfer between close-range devices, plays a crucial role in crafting experiences that resonate with younger fans. For instance, some clubs are using NFC-enabled apparel to offer exclusive content and interactive experiences.

 Whether it’s through NFC-enabled badges or scannable QR codes on jerseys, fans can access exclusive content, participate in promotions, and even get digital care instructions. This creates a deeper connection between fans and their favourite teams, while also providing valuable data to brands and sponsors.

For example, Embelex™, Avery Dennison’s portfolio of solutions for on-garment branding, supplies LaLiga’s sleeve badges with hidden QR codes that allow fans to scan and win exclusive prizes, while capturing consumer data that helps drive future engagement. Similarly, for events like the Premier League Mornings Live fan festival in the US, we’ve designed NFC-enabled jerseys that give fans access to unique content through a simple tap of their badge. 

Team badges and embellishments are more than just design elements. They are symbols of unity, spirit, and identity for both players and fans. By connecting these to digital content, clubs can provide immersive experiences that resonate long after the final whistle. NFC connectivity from any item of team merchandise opens the door to all kinds of interactivity, as well as commercial partnerships.

Why Winning over Gen Z Matters

This generation’s appetite for innovation is changing the dynamics of fan engagement, and those who fail to adapt risk being left behind. In today’s experience economy, clubs are competing, not just against others in their league and sport, but with the broader entertainment market, including the likes of Disney, Netflix, Marvel, and Nintendo. They have to think beyond the sports environment itself if they want to build meaningful, lasting relationships with young fans.

Ultimately, capturing the attention—and imagination—of Gen Z is about speaking their language. Through innovative, personalised, and immersive experiences, sports organisations can retain this pivotal generation of fans, ensuring the continued growth and success of the industry for years to come. The rules may have changed, but the game is still on.

The future of sports engagement is digital, immersive, and interactive. By embracing innovation, sports organizations and sponsors can build deeper connections with fans while unlocking new commercial opportunities.

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