E17: How to connect with the GenZ sports fan

Dec 1, 2022

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Our guest today is Bas Schnater, founder of Fan Engagement Consultancy, a fan experience sports marketing business that has worked with the likes of UEFA, the dutch club AZ Alkamaar and even the Premier League.

Shortly after participating in WFS Europe as a speaker in a panel discussing fan engagement strategies, Bas published a brilliant article with detailed research on how football clubs can do a better job in connecting with GenZ fans.

You can read the article HERE

You can also see his participation in the WFS Europe stage on this VIDEO

If you are a regular follower of the industry you know this is one of the key priorities for sports properties worldwide. What are the main conclusions of the study?

Give Gen Z influence in helping shape the future, they want to be involved in the strategic
“Gen Z said carries the weight of the world on its shoulders” - The importance of psychological wellbeing
Sports organizations need to stand up against topics that concern Gen Z like equality and inclusion, social empowerment, and other "Purpose-driven" initiatives.
The balance between “career and personal life” is a key factor that GenZ values when deciding their next career move.
Gen Z shows great concern about the environment and climate change.

Now, what we liked most from Bas’ article is that it gives practical advice for any sports business to implement, and during the conversation, he shares practical advice anybody in the industry can learn from.

Why should you care? Well, GenZ are the fans of today and the ones who will educate the future generation of sports fans. Is your sports business going to risk its long-term strategy because it was not able to connect with them today?

Enjoy!

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