Gen Z isn’t going to sporting events just for the love of the game. According to a new report by USC Annenberg, 39% of Gen Z have attended a live sporting event only for the opportunity to see celebrities, concert performances, and brand activations instead of the sport itself, and another 39% said they would. (They report 78% do, but only half of that figure actually already have.) And while 26% of Gen Z respondents claimed to be “die-hard” sports fans, another 26% said they aren’t fans at all, while 48% landed somewhere in the middle. While for some young fans it might not be the sport itself drawing them to live events, they do end up embracing them when their favorite celebrities get involved—like when the World Cup added Justin Bieber to its halftime show lineup. (TheWrap)
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