In a nutshell…
In partnership with Present Company, we have taken a deeper look at the Sporting Nation: Next Gen 2024 Study, and with a particular focus on seven key forces shaping the Australian Sporting landscape as we approach 2025.
The foundations of Australian sports fandom are shifting—fast. Traditional allegiances, tribal loyalty, and pure athletic competition are making way for a more fluid, culture-driven, and globally connected experience. The new fan is not just watching the game; they’re engaging with sports as a social and entertainment ecosystem, shaping their own narratives, and demanding brands meet them where they are. To win, sports marketers must rethink engagement, revenue models, and the role of sports in a changing cultural landscape.
If nothing else, three things to fuel your growth…
🚀 1. Sports is no longer just about the game—it’s about the vibe.
Social connection is the #1 motivator for under-40 fans. Whether through TikTok highlights, sports-inspired fashion, or Rihanna’s halftime show, fandom is driven by culture as much as competition. Brands must lean into this shift, creating immersive experiences that extend beyond match day.🌍 2. The business of sport is now the business of entertainment.
Appointment viewing is dying, and digital-first, personality-driven narratives are taking over. From Taylor Swift x Travis Kelce to EA Sports FC influencing ticket sales, fandom is shaped as much by cultural moments as by athletic performance. If you’re only marketing the game, you’re missing half the audience.💰 3. The money doesn’t always follow the eyeballs—yet.
Women’s sports, emerging competitions, and new formats are attracting fans, but commercial models haven’t caught up. The brands that move first—offering real investment, accessibility, and community-building—will claim the upside before the market fully adjusts.
Some additional food for thought…
- 📊 The average ‘sports fanatic’ now follows 7.1 sports, up from 4.4 three years ago. The days of a single-team obsession are fading. Fandom is broad, fluid, and often personality-driven. How can brands create multi-sport relevance?
- 🎮 1 in 3 under-40 fans first engaged with a sport through a video game. Esports, gaming crossovers, and digital communities aren’t a fringe—they’re a gateway. Are you tapping into these digital fan journeys?
3. 🏆 Two-thirds of sports fan engagement happens outside the live event window. Fan content, creator-driven narratives, and off-season storytelling matter more than ever. Where does your brand show up when the game isn’t on?
The playbook is being rewritten. The question is—are you adapting with it?
