GAMECHANGER:RETHINKINGSPORTSEXPERIENCESFORGENERATIONZNIELSENSPORTSCopyright©2019TheNielsenCompany2Iftraditionalsportsdon’tevolve,decliningattendanceandviewershipwillaccelerate,becauseGenerationZ,whichforthepurposesofthisreportwedefineasthe16-24agegroup,iscomingofage.ThebestsportspropertiesintheworldwillsucceedinthelongrunbyunderstandingthewantsandneedsofGenerationZandtransformingthemselvessotheycanattractandengagefansforyearstocome.Theprofessionalsportslandscapefacesseriousheadwindswiththeteensandyoungadultswhogrewupsimultaneouslyholdingsecurityblanketsandsmartphones.GenerationZhashighexpectationsforentertainmentexperiences,andit’samistaketobelievethey...
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