Scoring with Gen Z Soccer Fans
By Nick Lowery
Soccer has evolved into a lifestyle and worldwide cultural phenomenon. I grew up watching soccer here in the U.S. and have witnessed both its growth and wane over the years. With the global audience for sports growing, the next generation of fans requires a shift in market approach and engagement. What strategies does your brand have in place with this lucrative audience? What does engagement for the 2026 World Cup look like? Read on to learn actionable strategies derived from insights to target the Gen Z soccer market in leadup to the 2026 World Cup.
Changing the Approach to Fandom
Gen Z’s interactions with sports, and soccer in particular, are distinct from other generations. Their association with sports is influenced by the immediacy of digital interactions, social relevance of a sport, and values of players and teams. In this context, a growing number of fans are equally loyal to individual players as they are to entire club teams. With a combined social reach of over one billion and individual post values exceeding $2.5 million, Lionel Messi and Cristiano Ronaldo remain two of the most influential soccer figures prompting brands to leverage their stardom through long-term endorsements to drive youth engagement ahead of the 2026 World Cup.
Fans now transcend the constraints of geography and tradition. My favorite club is Manchester United. I have no personal connections to England, however, I was exposed to the team at an early age, and for better or worse (and mostly worse), have remained a loyal fan ever since.
What the Numbers Say About Gen Z and Sports
Recent data paints a clear picture of how Gen Z connects with sports, especially soccer:
A study from Deloitte and Google found that 93 percent of Gen Z sports fans access their preferred sports through digital channels. This includes watching games while multitasking, such as scrolling social media, shopping online, or ordering food.
The 2025 L.E.K. Sports Survey added further insight, showing a 12 percent year-over-year increase in sports engagement among adults under 30. This points to sports becoming more central to daily life for younger demographics.
Strategic Optimization of World Cup 2026
With the 2026 FIFA World Cup expected to be the most expansive tournament in history, brands have a rare opportunity to connect with a global audience. For marketers looking to reach Gen Z, this moment is especially significant. The way this generation interacts with sport is changing fast and the World Cup will only speed up that shift.
Gen Z fans are not just watching matches. They are participating in soccer culture across platforms, often starting well before a match begins and continuing long after it ends. They follow players through short clips, engage with memes, react to highlights, and build online communities around their favorite teams. Because their behavior is spread across multiple touchpoints, marketers need to understand the rhythm of engagement throughout the entire fan journey.
Strategic planning should go beyond the match schedule with campaigns that focus on key engagement periods including team announcements, player profiles, qualification matches, and pre-tournament hype. Each stage creates a chance to build interest and loyalty over time.
Emotional connection also plays a key role. Soccer often ties into identity, culture, and national pride. Gen Z is especially tuned to stories that reflect real values, whether a player’s background or a country’s underdog journey. Brands that approach this audience with thoughtful storytelling, supported by real insights, are more likely to break through the noise.
It is also important to recognize that Gen Z does not view soccer through a single lens. Their fandom spans everything from international tournaments and domestic leagues to video games and influence-led content. These experiences blend and shape how they define their connection to the sport. Marketers should not separate these categories when planning campaigns but instead look at how fans navigate between them with strategies that reflect that flexibility.
Final Thoughts
Gen Z is reshaping soccer fandom into something more fluid, digital, and personal. For marketers and sports organizations, the opportunity lies in translating research into strategies that feel authentic. Meeting Gen Z where they are, with language and values they care about, will not only capture attention but build long-term loyalty.
Partner with W5 to uncover insights that help you connect with a new generation in ways that are authentic, meaningful, and on their terms.