Boxing, basketball and badminton are considered to be among the most popular sports among UK-based Gen Z adults, according to research by Ernst and Young (EY).
Confirmed:
- Boxing ranks second only to soccer in the top 10 sports that Gen Z adults are most passionate about in the UK.
- F1, basketball and badminton made up the rest of the top five.
context:
EY has created a comprehensive list of the top 20 sports by size of engagement base among adults overall and Gen Z in particular. Engagement was measured by whether those surveyed followed the sport on TV, online or on social media. Participating in sports or attending games or events also counts as engagement.
The research found that of the 32 million adults of all ages in the UK, around 4 million Gen Z members are involved in sport.
When it comes to badminton, Gen Z accounts for nearly a quarter of the sport’s participants and 84% of participants. 21 percent of his boxing audience is made up of Gen Z adults, and adults also make up a quarter of his basketball audience.
Other sports found to have strong interest among Gen Z adults include esports, mixed martial arts (MMA), and dance. Meanwhile, sports such as cricket, rugby and tennis ranked lower on the list targeted at Gen Z compared to the list surveyed among adults of all ages.
comment:
“Gen Z adults are redefining the sports world and revealing areas of untapped potential,” said Tal Hewitt, Sports Strategy Lead at EY Parthenon.
“Sports such as basketball and badminton resonate with this influential demographic, but wellness activities, esports and dance are changing the definition of what sports are.
“It is important that investors, sponsors, governing bodies and the sport itself recognize the importance of this highly engaged age group in shaping the future of the sport.”
Next up:
In addition to esports and badminton, EY also identified cycling, wellness sports, the Formula E motorsport series, and mountaineering as sports with the potential to rise in the rankings, all of which are popular among Gen Z adults. It is thought that it has a strong appeal.
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