Document Type : Research Paper
Authors
1
Department of sport management and motor behavior, Faculty of sport sciences, Shahid Bahonar University of Kerman, Kerman, Iran
2
Department of sport management, Faculty of physical education and sport sciences, University of Isfahan, Isfahan, Iran
Abstract
Background and Purpose
In the contemporary landscape of sports, where competition intensifies across markets and industries, understanding and addressing the needs of the target audience is paramount. Sports and sports brands operate within a dynamic environment where the expectations of fans, who are the core customers, continuously evolve. The ability to accurately identify and respond to these needs is a key determinant of success in the sports industry. The growing demand from fans has compelled sports managers and marketers to develop strategies that not only satisfy but also anticipate the multifaceted needs of their audience to increase attendance and engagement at sports events. Effective communication management with fans requires a deep understanding of their cognitive and behavioral profiles. Such knowledge enables sports organiZations and teams to tailor their services and interactions, fostering stronger connections and loyalty. Generation Z, defined as individuals born roughly between the mid-1990s and early 2010s, represents a distinct segment of sports fans with unique experiences and expectations compared to previous generations. Their lifestyle, technological fluency, and social attitudes shape their engagement with sports in novel ways. Despite the growing importance of Generation Z as a sports audience, there remains a significant research gap regarding their specific expectations and desires within the sports industry. Addressing this gap is critical for sports organiZations aiming to build sustainable relationships with younger fans and to adapt marketing and communication strategies accordingly. Therefore, the purpose of this research is to identify and explore the expectations and desires of Generation Z fans in the sports industry, providing insights that can inform more effective engagement strategies.
Methods
This study employed a qualitative research design grounded in an interpretive-constructivist paradigm, utiliZing an inductive thematic analysis approach. The research followed the six-step model of Braun and Clarke (2006) for thematic analysis, which facilitates the systematic identification of patterns and themes within qualitative data. The research population consisted of sports fans aged 13 to 28 years, representing Generation Z. Participants were selected using purposive sampling, with data collection continuing until theoretical saturation was achieved. A total of 18 individuals participated in semi-structured interviews conducted both face-to-face and remotely. Interview durations ranged from 15 to 40 minutes, with an average length of approximately 30 minutes. Thematic analysis began with repeated readings of the raw interview transcripts to develop a comprehensive understanding of the data. Initial coding was performed with a focus on the primary research question, ensuring that codes were closely linked to the study’s objectives. The research team then grouped codes into broader themes and sub-themes based on semantic similarities. To ensure the validity and reliability of the analysis, the emerging codes, themes, and sub-themes were reviewed by three of the interviewed participants, whose feedback was incorporated into the final analysis. Additionally, two members of the research team independently analyZed the data, and discrepancies were resolved through discussion to reach consensus, enhancing the trustworthiness of the findings.
Results
The thematic analysis yielded a rich set of findings comprising five main themes, eleven sub-themes, and ninety-six distinct codes. The initial coding phase identified 96 codes that captured diverse aspects of Generation Z fans’ expectations and desires in the sports context. Through axial coding, these codes were synthesiZed into five overarching themes that represent core dimensions of Generation Z’s engagement with sports:
1. Tendency to Diversity: This theme reflects Generation Z fans’ desire for varied and diverse sports experiences, including a preference for multiple sports disciplines, diverse content formats, and innovative engagement platforms.
2. Social Responsibility: Fans expressed expectations that sports organiZations demonstrate social consciousness, ethical behavior, and community involvement, aligning with broader societal values and contributing positively to social causes.
3. Tendency to Be Seen: Generation Z fans value recognition and visibility within the sports community. They seek opportunities for personal expression, social media interaction, and acknowledgment as active participants rather than passive spectators.
4. Social Interactions: The importance of social connectivity emerged strongly, with fans desiring meaningful interactions with fellow fans, athletes, and sports organiZations, facilitated by digital and physical platforms.
5. Being Up-to-Date: Staying current with the latest sports news, trends, and technologies is vital for Generation Z fans. They expect timely, relevant, and engaging content that aligns with their fast-paced, digitally connected lifestyles.
Following multiple rounds of review and refinement, these themes and their associated sub-themes were validated and finaliZed with input from experts and participants, ensuring a robust and nuanced representation of Generation Z fans’ perspectives.
Conclusion
This study represents a pioneering qualitative exploration of Generation Z fans’ expectations in the sports industry. The findings provide valuable insights for sports marketers and managers seeking to tailor their communication and engagement strategies to this influential demographic. The identified themes highlight the complexity and multidimensionality of Generation Z’s relationship with sports. Their demand for diversity underscores the need for sports organiZations to innovate in content delivery and event programming. Social responsibility reflects a broader cultural shift toward ethical consumption and corporate citiZenship, which sports entities must embrace to resonate with younger audiences. The desire for visibility and social interaction indicates that Generation Z fans are not merely consumers but active co-creators of sports culture. Sports organiZations should leverage social media and other interactive platforms to foster community and engagement. Finally, the emphasis on being up-to-date points to the necessity of integrating cutting-edge technology and real-time communication in sports marketing efforts. Given the limited existing research on this demographic within the domestic and international literature, this study opens new avenues for deeper investigations into Generation Z fans. Each main and sub-theme identified offers fertile ground for future research, enabling a more comprehensive understanding of how to harness the potential of this generation to advance sports organiZations’ objectives.
Article Message
"Diversity", "Social responsibility", "Visibility", "Social interactions" and "Being up to date" are among the expectations and demands of Generation Z fans in the field of sports. Given the importance of Generation Z in the field of sports marketing, according to the research findings, it is possible to provide appropriate conditions for this group of fans and, by meeting their expectations, pave the way for this age group of fans to become more inclined towards sports.
Ethical Considerations
The authors affirm adherence to all ethical standards relevant to conducting and reporting research.
Authors’ Contributions
All authors contributed equally to the conceptualiZation of the article and writing of the original and subsequent drafts.
Conflict of Interest
The authors declare no conflicts of interest related to the publication of this manuscript.
Acknowledgments
The authors would like to thank all participants in the present study.
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