Sports and Athletics Report

Vital insights into Gen Z and Millennials' behavior, plans, and views—with major takeaways for brands.

Last year, YPulse’s special report on how sports fans were coping during COVID-19 found that 63% of 13-39-year-old sports fans agree: “Life without live sports is boring.” Clearly, many Gen Z and Millennials were missing sports. These generations were already creating challenges for sports brands pre-pandemic and with games and tournaments on pause, the future was uncertain. YPulse’s latest data on sports and athletics reveals the shifts that have occurred among young consumers and their sports watching behavior, and how they feel about the changes the sports industry has made due to COVID-19.

Download the full report for insights on: 

  • COVID-19’s impact on live sports, and the group that is much less likely to be watching broadcasted sports
  • If and when young consumers will be comfortable with attending live sporting events
  • How COVID-19 futurized sports marketing and the sports content the majority of young people are interested in
  • The future of kids’ participation in sports

Report length: 11 pages

Based on a survey of 1000 13-39-year-olds in the U.S., fielded in March 2021

Additional survey content for Pro users: Whether they consider themselves a sports fan, celebrity marketing statements, how they participate in sports, their favorite physical activity/sport/exercise, the kind of in-person sporting events they’ve been to, their favorite sport to watch, and how they watch the league/sports they follow. 

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