Gen Z gets a kick out of the Women’s World Cup

The Women’s World Cup scores big with Gen Z

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The Future. As digital natives, Gen Zers are engaging with sports content like the FIFA Women’s World Cup in a significantly different way than previous generations. Their interest goes beyond the sporting event itself, as they seek meaningful connections with individual athletes, teams, and brands. By embracing authenticity, building community, and promoting social responsibility, brands could leave a lasting impact on the world of women’s soccer for generations to come.

Emotional connection > mere consumption
AdAge breaks down how Gen Z’s preferences differ from traditional sports fans.

  • 43% of young people aged 16 to 24 interact with sports content on YouTube and 31% on Instagram, while only 30% do on traditional TV. Social media offers uniquely compelling storytelling like BTS moments and player interviews.
  • 74% of young people aged 18 to 34 express interest in watching games outside their homes, compared to 57% of those aged 35 and older. Zoomers prioritize community and belonging, so creating shared experiences is key to connecting with this generation.

The more socially conscious, the better
Because Gen Z admires players for their personal stories and philanthropic efforts as much as their on-field talent, brands can get closer to Gen Z by aligning with their values.

True stories, relatable feelings, and social impact initiatives that encourage positive change make the Women’s World Cup more than just a sporting event. All these combined make it a transcendent experience representing a generation’s ideals. Score.

Kait Cunniff

Kait is a Chicago-raised, LA-based writer and NYU film grad. She created an anthology TV series for Refinery29 and worked as a development executive for John Wells Productions, Jon M. Chu, and Paramount Pictures. Her favorite color is orange.


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