YPulse just released our Sports and Athletics Report, where we explore how young consumers participate, consume, and watch sports. Our research reveals that 71% of Gen Z and Millennials in North America consider themselves sports fans, and 74% do in Western Europe, meaning the vast majority of young consumers are sports fans. For young consumers, part of the experience of being a sports fan means following their favorite leagues and spending time watching sports on-screen. As a result, advertising in the sports industry has a huge influence over brands’ sales. Take the example of Rihanna’s recent nod to her brands...