Engaging Gen Z in Sports

Generation Z's relationship with sports is evolving, as recent trends indicate a decline in youth engagement with live sporting events. Despite this drop, many young individuals still display enthusiasm for participating in various sports, often encouraged by their parents. For instance, observations reveal an increasing number of children engaging in activities such as baseball and skateboarding, traditionally deemed niche in China. This suggests that while Gen Z may be less inclined to watch live sports, they continue to embrace physical participation, indicating a shift in how sports are valued across generations.