The COVID-19 pandemic imposed innumerable obstacles on the sports industry. With an outsized reliance on live events, there were seemingly endless barriers to success for brands and properties over the year. However, the situation also yielded an opportunity to listen to fans and better understand their wishes and concerns for the industry going forward.

This was especially important regarding the the younger generations, as they have demonstrated that they do not typically conform to traditional models of sports fandom, and their voices have often gone unheard. Navigate surveyed 2,000 people age 13+, with a goal of understanding how Gen Z (13-24) feels about a variety of issues — and how they compare to older adults (25+).



Our research was created for brands and properties looking to better understand their young audiences, with the hope that the entire industry can emerge from the pandemic more informed and better prepared for the future.

Download our eBook — Gen Z Sports Viewership and Attendance Post-Pandemic: How Teams and Brands Can Engage this Generation — for additional insights and tips for maintaining relevancy in 2021 and beyond.

Download the Navigate Gen Z eBook now!