GEN Z SPORTS FANDOM + THE MEGA-MOMENT

The USC Annenberg x ACC Think Tank is a semester-long program that brings together top students at the USC Annenberg School for Communication and Journalism with industry leaders for an immersive research collaboration exploring the future of culture, media, and marketing. Through rich ideas, interdisciplinary exploration, and critical forecasting, this initiative turns academic insight into actionable strategy. Prior Think Tank reports have examined Gen Z sub-cultures and consumer behavior (2024), and the rising influence of Gen Alpha (2025).

Now in its third year, the Think Tank explores how Gen Z discovers, engages with, and sustains sports fandom. Released exactly two years ahead of the 2028 Summer Olympics Opening Ceremony, the study comes at a time that Los Angeles hosts an unprecedented run of global sporting events from FIFA World Cup matches, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games.

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SPORTS FANDOM USED TO BE PREDICTABLE. GEN Z IS REWRITING THE PLAYBOOK.

For decades, fandom was relatively stable. Viewership was habitual. Team loyalty was inherited. But for Gen Z, there are endless ways to be a fan: fluid fandom, second-screen viewing habits, and algorithmic interest drive new fan behaviors. And while athletes still compete against each other, they also compete against an infinite TikTok scroll, countless streaming options, and every other form of entertainment vying for Gen Z’s attention.

Gen Z is changing the game. Here’s what comes next.

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