Kantar survey shows Gen Z's growing interest in basketball, women's sports

While the NFL is still king among U.S. sports fans, basketball’s appeal to Gen Z shouldn’t be underestimated. That’s just one insight gained from Kantar Sports MONITOR’s 2023 Fan Engagement study related to the shifting sports media landscape. (The survey was fielded among a nationally representative sample of 5,000 sports fans ages 12 and up in April 2023.) Women’s college and pro basketball are both over-performing with Gen Z sports fans:

“The breakthrough performance of Iowa phenom Caitlyn Clark in this year’s women’s basketball tournament suggests the strong potential for more growth ahead,” said Kantar Executive Vice President Ryan McConnell. That appears to be the case, as 65% of all sports fans agree with the statement, “I wish the culture of sports would change to be more inclusive of women than it is today.” TV ratings, sponsorships and prime-time coverage were all up for the WNBA this season, however, so the tide is turning. Furthermore, 55% of sports fans agree, “I would watch more women’s sports on TV/online if more options were available,” (62% among Gen Z sports fans). Add to all that, basketball is the country’s favorite sport to play. Yet, given the historical imbalance of attention and resources devoted to men’s vs. women’s sports, it’s perhaps no surprise that both men and women sports fans continue to show a strong preference for men’s sports – a pattern largely maintained by Gen Z men and women.

“The NBA appears to be the sport most likely to challenge the NFL over the long-term given its strength with Gen Z fans. Both the WNBA and college women’s basketball are relatively niche compared to men’s sports -- but they may also offer partnership opportunities for brands/sponsors that the established men’s sports cannot match,” said McConnell.

Kantar’s complete report can be found here, and for more sponsorship and brand insights, check out www.sbjatlas.com.