Boxing, basketball and badminton are considered among the most popular sports with Gen Z adults based in the UK, according to a study from Ernst and Young (EY).
Confirmed:
Boxing came second to soccer in the list of top ten sports Gen Z adults most engaged with in the UK
Formula One, basketball and badminton made up the rest of the top five
Context:
EY produced lists covering the top 20 sports by size of engagement base for adults as a whole and Gen Z specifically. Engagement was gauged by whether those polled had either followed the sport on TV, online or on social media. Participating in the sport or attending a match or event was also considered to be engagement.
The survey found that about four million Gen Z adults in the UK were engaged with sport out of the 32 million engaged adults of all ages.
For badminton, Gen Z made up nearly a quarter of the sport’s engagement base, as well as 84 per cent of its participation numbers. 21 per cent of boxing’s engagement base was made up of Gen Z adults, who also comprised a quarter of basketball’s engagement base.
Other sports that were found to have garnered strong engagement among Gen Z adults included esports, mixed martial arts (MMA) and dancing. Meanwhile, sports such as cricket, rugby and tennis ranked lower on the list gauging Gen Z people compared to the list polling adults of all ages.
Comment:
“Gen-Z adults are redefining the sporting landscape, revealing areas of untapped potential,” said Tal Hewitt, sports strategy lead at EY-Parthenon.
“Sports such as basketball and badminton are resonating with this influential demographic, while wellness activities, esports and dancing are changing the definition of a what a sport is.
“It’s crucial that investors, sponsors, governing bodies and the sports themselves recognise the importance of this highly engaged age-group which is shaping the future of sport.”
Coming next:
As well as esports and badminton, EY also listed cycling, wellness sports, the Formula E motorsport series and climbing as sports that could rise up the rankings going forward, with all thought to have a strong appeal among Gen Z adults.
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2023-11-09 15:33:48
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