Gen Z rewrites loyalty and purpose expectations; Gen Alpha brings gaming-born identity and fluid fandom norms. What this means for content, partnerships, and product strategy. Executive summary By 2026, two generations will be setting the rules of fandom in sports: Gen Z , who prizes authenticity, creator-driven culture and purposeful brands; and Gen Alpha , the first fully digital-native cohort, whose relationship with sport is play-first, participatory and highly fluid. For
