As the intersection of pop culture and sports grows stronger, a new type of fan is emerging – the “sport-curious” consumer. These younger, socially-driven viewers are changing the way we experience sports, blending traditional fandom with modern, casual engagement. In this blog, Kim Donlan explores how this trend is shaping sports marketing and fan interaction, with pop icons like Taylor Swift playing a key role in drawing new audiences to the game.
I don’t know about you, but I look forward to watching Taylor Swift this NFL season—and I am not alone. During last Thursday’s Chiefs-Raven kick-off game, 28.9 million viewers watched, surpassing last year’s 27.5 million fans. Are these new football fans, Swifties, or a new type of fan who wants to experience football differently? This is a crucial question for the sports industry.
This year, we’re seeing the rise of a new audience: the sport-curious consumer. Research from Horizon Media reveals that these individuals are younger, social-first, and engage with sports in a more casual, exploratory way. Rather than attending or watching live games, Gen Z prefers to follow sports through social media and streaming platforms. They don’t need to know every detail about the game to enjoy the excitement, the crowd, and their favorite celebrities. Key factors for engaging sport-curious Gen Z include how they were introduced to the sport, their preferred viewing methods, and the types of content that captivate them.
For organizations like the NFL, the key challenge is reaching and engaging the sport-curious audience and turning them into passionate fans. Gen Z is particularly influenced by pop culture icons like Taylor Swift. For example, the spotlight on football through Travis Kelce and Taylor Swift’s relationship shifts the focus from the game itself to the cultural phenomenon surrounding Swift’s personal life and her fans’ fascination with her. If Taylor is going to the game, the 53% of the adult population in the US who are her fans might tag along.
Using pop culture icons to introduce and filter sports viewership has been a key factor in the success of events like the Summer Olympics. Celebrities such as Snoop Dogg, Kevin Hart, Kenan Thompson, and Martha Stewart helped introduce audiences to new sports and athletes. Their coverage focused less on winning or losing and more on enjoying the performances and the personal stories of the Olympians. By showcasing highlight reels and humorously commenting on athletes’ experiences, these celebrities’ genuine enthusiasm was contagious. Their social media and streaming content served as entry points for deeper engagement with new audiences.
The crossover between pop culture and sports goes both ways. New sports figures are emerging as pop culture icons, capturing the attention of sport-curious audiences. For example, Stephen Nedoroscik, known for his pommel horse routines, and Iiona Maher, a standout rugby player, have made a significant impact with their performances and personalities. Not to mention B-Girl Raygun, the Australian breakdancer who was just ranked the #1 breakdancer in the world. (The fact that I know this, and it shows up in my social feed, is proof the sport-curious trend supports engagement and revenue).
Vying for new audiences while keeping existing fans happy puts the NFL – and every sports organization – in a precarious position to address the needs of newer, younger audiences and existing customers. It is a classic marketing problem. Younger sport-curious, lifestyle audiences seemingly clash with the hardcore, traditional super fans who believe in (and bet on) winning at all costs. Nothing speaks to this more succinctly than Chiefs President Mark Donovan commenting to FOS “She wants to be a fan, right” Donovan said in September. “This is her off time. She wants to be there to support Travis. We’re going to create that opportunity where we provide that. This is another conversation we had with Travis. We did our very best to respect the relationship. We’re not trying to capitalize on this. We’re trying to celebrate it, but it’s not about doing too much or showing her every touchdown or anything like that.” Source
Showing Taylor Swift on national TV and cutting to her celebration of a touchdown is at the heart of which audience to serve. Traditional NFL fans, football players, owners, and coaching staff are focused on the media coverage of a touchdown being their accomplishments. The greatness of athleticism, teamwork, strategy, and ability to execute under intense pressure is worthy of celebration and the spotlight. Younger sport-curious viewers disrupt the hero/athlete dynamic where fans celebrate the players conquering a remarkable feat. Sport-curious viewers are more interested in celebrating the touchdown with their friends and community.
Engaging new audiences enhances the football-watching experience. Catering to the sport-curious audience is crucial for the continued growth of a sport that, despite its profitability, is currently navigating through disruption. One thing is clear: Who wins and loses is anyone’s game.
