The Evolution of Sports Partnerships: Winning Gen Z and Gen Alpha
Gen Z and Gen Alpha aren’t just changing how we engage with sport, they’re transforming what “sport” even means. Our VP and Head of Sport, Lauren Best, attended her first esports event, the Intel Extreme Masters in Cologne with our client DHL, a long-standing ESL FACEIT Group (EFG) partner. Beyond the sold-out arena and high-energy atmosphere, it was a glimpse into the current and future of fandom.
Brands Already Playing in the New Arena
When we look at how brands are already engaging smartly in the esports space including Mastercard with Riot Games in League of Legends and DHL as part their employer brand strategy and we are seeing ‘traditional’ sports adapting too. The Premier League’s collaboration with Sky Sports and YouTube Shorts, reflects a growing focus on short-form, shareable content tailored to new consumption behaviours. In the US, the NBA’s VR courtside seats with Meta and the NFL’s Roblox Super Bowl experience, show how even legacy leagues are experimenting with emerging formats to stay relevant. At Bright we are having weekly conversation with current and new clients, about how they can engage with this key audience, how they are seeing the changes within their businesses and how to plan ahead for their future pipeline.
A Generation Raised in a Different Media World
However, the challenge is that these generations have grown up in a completely different media environment. In the UK, just 48% of 16–24-year-olds watched any broadcast TV weekly and those who do watch, spend only 33 minutes a day, with just 20 minutes of that live. With 85% of Gen Z using short clips to decide whether longer content is worth watching. That’s why formats like YouTube Shorts, TikTok and Reels dominate, brevity and instant impact are essential, but we have known this for some time. Even finance education platforms like GoHenry have seen engagement jump by 60% when using game mechanics, proving that interactivity works across multiple business categories.
Culture Now Flows Through Creators
Influencers and creators now drive culture. 28% of UK teens (12–15) say TikTok is their main source of news, overtaking traditional outlets. That means credibility sits with people, not platforms. Brands must co-create with trusted voices, not just sponsor events and hope for reach. Purpose matters too. Forest Green Rovers, the world’s greenest football club, has built a meaningful fanbase by putting sustainability front and centre, supported by brands like Oatly and Ecotricity. With Gen Alpha growing up in a world shaped by climate anxiety and digital transparency, authenticity isn’t optional, it’s expected.
From Spectators to Co-Creators
This generation also don’t just consume content, they create, remix and co-own it. Gen Z and Gen Alpha have been raised in ecosystems like Fortnite, Twitch and Roblox, where participation is the norm. For them, esports isn’t niche, it’s as legitimate as traditional sport. In fact, many Gen Alpha fans won’t recognise a difference at all between sports like Football, Golf, F1 and esports, they will see it as one in the same.
Traditional Sport Still Holds Power - But It’s Evolving
However, traditional sports like football do remain strong, especially with new formats like Baller League, The Hundred in cricket, the explosion of the women’s game, and crossover content through FIFA and Panini stickers. Basketball is rising fast thanks to its highlight-friendly, social-first nature. Meanwhile, climbing, BMX, skateboarding and even paddle and parkour are gaining traction thanks to TikTok visibility, indoor centres and school-level participation.
What This Means for Brands
The future of sports partnerships is co-created moments, digital storytelling, immersive activations and platform-native content. Whether it’s a TikTok challenge, a Fortnite event or a cause-led stream, the brands that win will be those who build with their audience, not just for them.
The stadium still matters, but for Gen Z and Gen Alpha, the real results will be seen when we make them part of the action and feeling valued in the real and digital world with shared values and experiences.
To chat with the team to find out how Bright Partnerships can help you and your brand, contact us at Bright Partnerships.
Sources
Canvas8 (various articles)
