Pocket Marketing Guide: Gen Z Edition
With $12 trillion in projected global spending power by 2030, this generation does not just follow trends, they set them.
77%
of Gen Z sports fans trust women athletes and believe in the products they promote
54%
say sponsorship of women athletes makes them more likely to purchase
60%
of women's soccer fans think brands are not investing enough in women's sports
48%
say sponsorship drives purchase intent
65%
are proud to support sponsoring brands
Based on our national survey of 2,400 U.S. adults, you will discover the key findings about Gen Z perceptions of women's sports sponsorships, the brand categories breaking through, the power of athlete partnerships, and what authenticity means to this generation.
Why Gen Z Fans Deliver ROI
Gen Z does not just watch; they believe, buy, and advocate. They are more likely than any other generation to trust women athletes, reward brands that invest in women's sports, and describe those sponsors as progressive, authentic, and forward-thinking.
This is a generation that actively seeks out brands aligned with their values. When they see a brand sponsoring women's sports, they do not just notice it — they act on it. From social media engagement to direct purchases, Gen Z converts attention into action at rates that outpace every other demographic.