Getting In Touch with Gen Z

Sports Direct approached us with a question: how does Gen Z, a new generation of footballers, engage with the sport, and how can they connect with them? Although they had ideas about both Gen Z and football, there was little clear intersection. To address this, we explored social media, past research, and engaged directly with Gen Z football lovers to shape the research based on their insights. We also worked with stakeholders to ensure the segmentation would drive practical results.

Our study focused on Gen Z’s broader attitudes and behaviours towards football. But how do you keep non-footballers engaged in a deep dive about the sport? By allowing both the positive and negative experiences to come through, whether people were engaged through family, friends, or children, or felt pressured by society to love (or hate) the sport. We made sure to acknowledge football’s impact across lives, even for those who don’t actively participate.

Usually, there’s a clear link between attitudes, motivations, and behaviours, but this time, the landscape was far more diverse. We found die-hard fans who never set foot on a pitch, football-haters who spent hundreds to support others playing, and those who were ambivalent but played weekly to stay social. Our segmentation broke Gen Z down by their behaviours and how Sports Direct could meet their needs, all while keeping in mind what first drew them to — or pushed them away from — the sport.

Our research gave Sports Direct their first comprehensive understanding of how Gen Z and football are interwoven. With clear insights, they now know the messages, products, and brand activities that best engage this key audience.