Mellyza Tanoto, General Manager ANZ, Pureprofile
As the oldest Gen Zers enter the last years of their 20s and the youngest begin their teens, this generation’s influence is firmly shaping culture in 2026.
For the foreseeable future, Gen Zers will likely dictate social media, beauty, entertainment trends, and more, and will also dominate workplace and household decisions.
Gen Z influence is set to permeate every level of society, meaning attracting and retaining their attention and favour is key for brands to succeed.
Interestingly, for a generation that has grown up with a screen in their hand, sport has emerged as one of the most valuable ways to engage with them. According to our recent research of 1,004 Australians aged 18-29, 83% of Gen Z engage with sport in some way.
Here’s how Gen Z consumes sports and how brands can reach these “influencers” in 2026, backed by research and our Social Insights Tool powered by Quilt.AI.
Gen Z treats sport as social content, not just live entertainment
Gen Z’s sports consumption is increasingly digital-first. Streaming platforms, social media and short-form content are now the primary access points for 51% of young Australians. This is often replaced or supplemented through highlights, commentary and behind-the-scenes content on social media.
Live sport is also one of the few “mass connectors” left in media and entertainment, with millions watching simultaneously. Even when viewed remotely, sport functions as a social connector for Gen Z. Group chats, online watch parties, and real-time social media engagement create a shared experience that mirrors traditional, in-person communal viewing.
This reflects Gen Z’s broader preference for connection without rigidity, allowing sport to fit around fluctuating schedules and lifestyles. Brands that seamlessly show up during social moments can capture the community, become ingrained in shared memory and conversation.
Gen Z only attend live sports if it feels worth it
While 42% attend live sporting events, attendance is highly selective and intentional, concentrating on tentpole events such as finals, marquee matches and culturally significant moments.
Live attendance carries strong social and symbolic value and is viewed as a form of participation and belonging. Events that offer exclusivity, heightened emotion or strong social currency are far more likely to justify the time and cost investment.
Gen Z also demonstrates a preference for domestic travel, often pooling resources with friends to make interstate events affordable. When it comes to sporting events, long-distance or international travel is typically reserved for exceptional, “once-in-a-lifetime” experiences that combine sport with broader cultural or lifestyle value. Budget, environmental impact and opportunity cost all factor heavily into the decision.
Travel must deliver more than just the game; it must also offer memories, social bonding and experiential depth.
Meaningful merchandise matters
Sports merchandise plays a distinctive role in Gen Z fandom, functioning as personal expression and social signalling. This means that buying is concentrated around limited editions, athlete-led collaborations and sustainable offerings rather than generic, mass-market team gear.
Merchandise becomes a marker of identity and community belonging, particularly when tied to major events or cultural milestones. Gen Z also want more merch: 36% of 18-29-year-olds purchase sports merchandise, while 24% say they would like to buy more, but are constrained by cost.
For Gen Z, sport is culture – and it must feel real
Gen Z’s sports engagement is increasingly athlete-led and values-driven. Loyalty is fluid, often tied to individual athletes whose personalities, beliefs and digital presence resonate more strongly than traditional team allegiances.
Sport also intersects with broader cultural domains such as fashion, music, gaming and social causes. This positions it as a tool for identity formation rather than standalone entertainment. Authenticity, inclusivity and genuine commitment to values are non-negotiable, with performative or superficial efforts quickly rejected.
For brands and advertisers, Gen Z’s sports consumption presents four key strategic implications:
• Design for moments, not seasons: focus on tentpole events, launches, and cultural peaks rather than blanket sponsorships.
• Make experiences socially legible: whether digital or physical, engagement must be shareable and community-oriented.
• Rethink merchandise: prioritise scarcity, athlete alignment, sustainability and storytelling over mass production.
• Lower friction, raise value: simplify access while elevating emotional and experiential return.
Gen Z’s relationship with sport in Australia is more intentional. Younger people still engage deeply with sport but selectively. They invest their time, money and attention where sport delivers meaning, connection and cultural relevance.
Brands that understand and act on this shift won’t just capture Gen Z’s attention – they’ll earn lasting loyalty in a media landscape where attention is the scarcest currency of all.