How Young Fans Are Changing the Sports Marketing Game

Leagues, athletes and brands are finding new ways to break through, from collaborations to creating new sports

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The sports industry is going through transformational changes to meet the needs and expectations of 21st century fans.

From leagues and athletes getting closer to culture through music, fashion and gaming tie-ups, to new partnerships designed to drive audience connection, it’s all about engaging with fans beyond the field.

However, live sports is facing a problem: Gen Z doesn’t seem to have much time or interest in following it, alarming news to the many major brands that spend hundreds of millions of dollars on sponsorships each year.

Deloitte recently surveyed 3,000 people in the U.S.,

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