Football is by far the sport European Gen Z is the most interested in: YPulse data shows that 74% of 13-34-year-olds watch football on-screen (+46pts more than basketball, the second sport they watch the most), and it’s also the top sport they participate in. But there’s increasing competition in the sports industry to catch Gen Z’s attention outside football. Leagues that used to be exclusively confined to North America like the NBA, the UFC, and the NFL are now targeting Europe to expand their global fanbase. So, knowing which other sports leagues are most popular among European Gen Z is crucial for brands wanting to expand their marketing efforts. In this year’s Sports and Athletes survey, YPulse asks young consumers which sports leagues they’re fan of, from a list of 20 options with a mix of global leagues and national leagues. All these different options help to consider Gen Z’s love for global competitions as well as regional ones—and even ones that happen only at national level. European 13-24-year-olds’...
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