Britain’s poshest sport has found an unlikely new audience: Gen Z. Data from the Hurlingham Polo Association (HPA) shows 35% of their playing membership is now under 30-years-old, while younger spectator numbers are growing, too. TikTok has become an unexpected recruiting ground for the sport, introducing and enticing many Gen Z through clips of the matches, their players, and the lifestyle surrounding the sport. Then there’s Rivals, Hulu’s uber-popular series that has put polo back in the cultural conversation, with the HPA saying the show has “caused people to talk about the sport, and driven awareness.” For young spectators looking for something to do on the weekend, polo can also be relatively affordable compared to other equestrian sports that are part of Britain’s summer social scene. Plus, polo clubs are giving Gen Z more reasons to show up by making matches feel more like nights out, like Cowdray Park Polo Club’s “Ibiza Night” and “DJ and Drinks” nights at Ham Polo Club. (Country & Town House)
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