Gen Z’s lack of interest in live sports is changing the sports marketing game. Even though fan bases on social media apps like TikTok have grown, only a tiny percentage of fans consistently attend their team games, limiting the amount of in-person engagement between fans and sports teams. Unlikely collabs, such as an athlete sponsored by a fashion brand, allow brands to break into sporting communities and reach Gen Z audiences using nontraditional routes. Soccer publisher Footballco found that 67% of player-first supporters feel positive about brands that sponsor their favorite players. YPulse has shown you how brands can use sports to connect with young fans, but it’s almost always outside the stadiums. (Adweek)
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