How Gen Z is Using Digital to Change Sports Fandom (Straight from Gen Z)

Sports fandom isn’t dead – it's just different. To Gen Z, being a fan doesn’t mean sitting in front of a TV and learning chants anymore. They're still deeply connected to sports communities, but social media has completely changed how we show our support. Everything is tech-first.

Finding out about games? Social media.  
Buying merch? Almost always digital.  
Watching games? Streaming services have it covered.

The way Gen Z shows up has shifted, but their loyalty still runs deep. Across Bounteous, from analytics to global syncs, teams have noticed the same thing: fandom isn’t fading, it’s evolving. As Gen Z matures, the culture of sports grows with them. Companies like Fanatics are already adapting, meeting them where they are: online.

The Platforms & Tech We Use

TikTok is the MVP of modern fandom. Athletes aren’t just scoring points, they’re also joining trends, stitching memes, and building massive followings. Why watch a three-hour game when the best moments surface on social in 15-second increments?

Research shows only 54% of Gen Z “often” watch a full game from start to finish, while 18% “sometimes” do – and they watch highlights 23% more than other generations. It’s not about laziness; it’s about efficiency.

Instagram and Snapchat keep fans connected to athletes’ real lives, from locker-room photo dumps to travel-day stories. These behind-the-scenes moments make players feel human, not just headline material.

And while streaming or scrolling, fans are rarely just watching. A PwC survey found that nearly 70% of 18-34-year-old fans use social media while watching games at home, and almost half browse the web at the same time. For Gen Z, sports are never a one-screen experience.

Digital-First Shopping and Self-Expression

The way fans shop? Completely digital. Instead of waiting in line outside stores at 8 a.m., they're setting alarms for midnight drops. With Gen Z's safety concerns, lining up outside at night isn’t even an option. The hype lives online now.

Customization is just as important as access. Fans don’t want to wear the same generic jersey as everyone else. Nike By You and other personalization options let fans design gear that feels like theirs. Even basic pieces get remixed with personal styling.

Fanatics has mastered this rhythm, reaching fans with drops, collaborations, and promos that match how fans shop – fast, digital, and hype-driven.

What Fans Want from Sports

Authenticity

Nothing turns fans off faster than forced corporate language. Fans connect when athletes are real – celebrating, joking, or even messing up. It makes them feel like people, not just icons.

Seamless Shopping

If fans are buying gear, the experiences must be fast and easy. If checkout takes too long, they’ll bounce. Try-on videos, unfiltered reviews, and content from real fans matter more than polished models.

Community That Gets It

Fandom lives in group chats, memes, and live reactions. Big plays light up the phones of fans instantly. They’re not just consuming content, but co-creating it.

How Brands Can Actually Connect With Gen-Z Fans

To win with Gen Z, brands must move beyond traditional sponsorships and think like creators.

• Collaborate with people they already follow.  Don’t hire random influencers; partner with athletes and creators fans already trust.
• Make shopping social. Let fans see what friends are buying, wearing, or recommending. User-generated content should be front and center.
• Offer trade-ins. Give fans options to swap old gear for new instead of letting it sit unused.

When brands get this right, fans notice. When they miss, they get roasted.

Real Examples: Wins and Misses

Athletes Who Get TikTok Right

Younger players, especially recent college grads, get it. They know how to use TikTok to show personality, not just highlights, and that’s why their content blows up. Sports teams on TikTok average a 2.7% engagement rate, far higher than most industries.

On the flip side, when brands try too hard with outdated slang or tone-deaf humor, they become memes for all the wrong reasons.

Brand Drops That Broke the Internet

Limited collabs and surprise drops fuel the hype. Everyone’s scrambling in group chats to cop before it sells out. Think Balenciaga x Crocs – retailing at $500, then reselling for $1,500. More unexpected collabs like this, beyond the usual Nike or Puma, keep the fan experience exciting and unpredictable.

The New Playbook for Brands

Gen Z is rewriting the rules of sports fandom and shopping. They don’t just want products, they want real digital experiences. They want authentic moments, social commerce that works, and to share it all with their communities.

At Bounteous, we help brands co-innovate at this intersection – blending data, creativity, and technology to build experiences that feel real, relevant, and effortless.

Because at the end of the day, we’re not just buying stuff. We’re creating culture.