To say sports mean a lot to young people would be an understatement. According to YPulse’s Sports and Athletes report, 66% of 13-39-year-olds consider themselves sports fans—and for many, that label runs deeper than casual viewing. YPulse data also shows half (49%) of 13-39-year-olds agree, “Being a fan of a sports team is a big part of who I am.” And that’s not something they say lightly. It reflects the real time and dedication they’ve invested in one of their favorite pastimes. That level of immersion means athletes aren’t just players on a screen to young consumers—they’re some of their favorite personalities and cultural figures. Gen Z and Millennials follow their favorite athletes everywhere: they watch their social media posts, catch behind-the-scenes videos, listen to their podcasts, and get updates on everything from what they wear to the brands they endorse. Their exposure to athletes feels far more personal and immersive than previous gens ever experienced. As a result, many young fans feel like they “know” athletes off the field...
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