It’s no secret that sports leagues, including soccer and the World Cup, have a problem with Generation Z. Those born between 1997 and 2012 play much fewer sports compared to other age groups. This includes both playing and being interested in watching games on television.
Statistics show that younger Gen Z kids, in particular, are becoming more stagnant and less interested in sports. Michael Lewis, a marketing professor at Emory University, suggests that only 38% of kids between the ages of 6 and 12 currently play team sports. This number is lower than the 45% of the previous decade.
Even if some of these children play sports, it also seems that a part of them is still not interested in the activities. Last year alone, 28% of parents with kids in team sports said their kids weren’t even interested in playing the sport. That was a nine percent increase from the previous year.
Additionally, only about 23% of Gen Z said they were passionate sports fans. Compare this to the 42% of millennials, 33% of Gen Xers, and 31% of baby boomers who considered themselves passionate about sports.
When it comes to football, the FIFA video game series has been an important part of many children’s childhoods. 68% of Gen Z also say that gaming is a core part of their identity. FIFA 22 reportedly sold nine million copies in the first two months of its release. However, the leap from video games to playing sports appears to be a Carl Lewis-level long jump.
World Cup brands look to break into Gen Z
However, brands are trying to attract Generation Z to team sports. Soccer media company Footballco recently partnered with Overtime ahead of the World Cup. Overtime, a digital sports brand, specifically targets a Gen Z audience.
Unlocked folder! ???? Ready to taste. ????Introducing the Official Kits of the @FIFAWorldCup National Teams
Hit the -link in bio- to get yours now.#adidasfootball #FIFAWorldCup pic.twitter.com/NjlmcReNTT
— Adidas Football (@adidasfootball) August 29, 2022
Adidas even recently used influencers to help reveal new World Cup jerseys. The campaign allowed fans, targeting Generation Z, to essentially discover the new designs rather than presenting the ideas in a more traditional sense.
One aspect that brands could take advantage of is the fact that the World Cup takes place during the Christmas season. Gen Z spending is on the rise and there is almost always an uptick in holiday shopping. Brands will have to find a way to reach these fans during the tournament.
The next World Cup could be a vital moment in these matters. Brands will have to be creative in coming up with new marketing schemes. The personalities of the players in the competition could become an important factor in recruiting new fans. And, of course, competitive games could also increase the interest of Gen Z.
PHOTO: IMAGO / Richard Wareham
