Future Fans: How Sports Teams Are Talking to Kids

Sports Brands Adapt to a Digital‑First Generation

Sports groups are trying new ways to win over kids who grew up on TikTok and YouTube. A dad in Chicago, Trevor, watches the Blackhawks like his son did a decade ago—on TV and paper. His 14‑year‑old, Tye, checks scores on Snapchat or searches Google for a quick answer. This shows how the audience has shifted.

Only 20 % of Gen‑Z adults say they love sports, compared with a third of Millennials. Many younger people do not follow games at all. When they do, they look to social media and streaming services first. Sports leaders note that the old tricks no longer work; they must keep up with new habits.

College professors say Gen‑Z and Alpha love quick, visual content. They enjoy seeing a Zamboni in action live on TikTok or memes about the game. To reach them, leagues partner with creators who already have large followings. The NBA works with more than 200 influencers for its All‑Star week, using AI to spot promising talent but still checks their vibe and authenticity.

Players themselves are a big draw. They use personal accounts to connect with fans, especially when the fans come from food, fashion or other areas. The NBA’s strategy is to bring casual followers into baseball by showing how the game fits with their interests.

The International Olympic Committee teamed up with Roblox to create an Olympic World, and big names like LeBron James appear in Fortnite. Baseball has a learning program on ABCmouse that turns young kids into baseball lovers.

Youth programs are key. The NHL runs a “Power Players” board of teens who give advice on marketing, tech and content. They meet monthly online and help the league understand how younger fans think differently.

Leaders say they keep experimenting. The NBA uses generative AI to create kid‑friendly animation, while the NHL checks its youth board’s feedback every season. The goal is to stay ahead of trends and keep the next generation excited about sports.