According to the latest Sports Engagement Index, Gen Z adults (born between 1997 and 2012) in the UK have distinct behavior patterns compared to other demographics. The study, which surveyed over 4,000 adults, suggests that younger female fans are more likely to remain engaged with sports as they mature. As the sports industry continues to evolve, organizations must adapt to the needs of their current and future female audience to stay relevant.
By fostering female participation, attendance, "and followership," sports organizations can ensure a growing and evolving fanbase that ___ engaged throughout women's ___s. As noted in SportsPro... this shift in audience dynamics is likely to impact the popularity of certain sports in the future. Sports organizations must recognize the importance of nurturing their female fanbase to avoid being left behind.
The Sports Engagement Index is based on a survey of more than 4,000 UK adults and uses comparative data to identify engagement levels across a range of sports. The study classifies those aged between 18 and 24 as a Gen Z adult. "The latest analysis from the Sports Engagement Index suggests that Gen Z behaviour is markedly different to other demographics," said Tal Hewitt, sports strategy lead at EY-Parthenon.
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