重新思考 Z 世代的体育体验
对于同时抱着安全毯和智能手机长大的青少年和年轻人来说，职业体育格局面临着严峻的挑战。Z 世代对娱乐体验有着很高的期望，如果认为他们会像父辈和祖辈一样自动爱上同样的体育运动，那就大错特错了。他们不仅对体育运动的品味不同，消费方式也与上一代人不同。
Z 世代还倾向于更多地关注运动员个人，而不是团队或联赛。这意味着他们的忠诚度会随着运动员职业生涯的变化而变化。欧洲足球运动员克里斯蒂亚诺-罗纳尔多（Cristiano Ronaldo）和美国篮球名将勒布朗-詹姆斯（LeBron James）这两位全球体育界的巨星就证明了这一现象。
This presents both a challenge and opportunity for sports properties and marketers as they leverage the power of athlete ambassadors to connect and engage with young fans.
Through Nielsen Fan Insights™, this is what we know will shape the industry going forward.
This report is a collaboration of Nielsen Global Media, the source of One Media Truth™, and Leaders, a global networking organization that specializes in connecting people and ideas through the business of sport. It examines how Generation Z sports fans differ from predecessors in interests, media consumption habits, entertainment preferences and purchase behaviors.
