Gen Z and Gen Alpha: the future of women’s college sports.
The Generational Shift Powering the Next Big Leap in Women’s Sports Growth
Women’s sports aren’t just gaining momentum—they’re showing consistent, explosive growth. For Division I athletic programs, this presents a strategic opportunity to capture untapped revenue, fan engagement, and brand loyalty. The future of women’s sports is being shaped by two powerful generations: Gen Z and Gen Alpha.
Gen Z: Driving Engagement Today
Gen Z, born roughly between 1997 and 2012, is already one of the most passionate and socially conscious sports fanbases. According to Nielsen Sports, 90% of Gen Z sports fans are interested in women’s sports (Nielsen, 2022). They engage deeply on social media platforms like TikTok, Instagram, and YouTube, following athletes and teams authentically. This generation expects brands and sports organizations to prioritize diversity and equity, values that women’s sports embody. Their loyalty translates into ticket sales, merchandise purchases, and brand support.
Gen Alpha: The Next Generation of Fans and Athletes
Following closely is Gen Alpha, born from 2013 onward. This generation is growing up in a world where women’s sports are more visible and celebrated than ever before. Exposure to strong female athlete role models encourages participation in youth sports, especially among girls, creating a pipeline of future athletes and fans. Gen Alpha’s early engagement means they will be a driving force in sustaining and growing women’s sports for decades to come.
What This Means for women’s college Programs
To capitalize on this momentum, athletic departments and brands must engage both generations thoughtfully:
Build authentic stories and digital content that resonate with Gen Z’s values.
Invest in youth outreach and accessible experiences to inspire Gen Alpha’s passion.
Create revenue strategies focused on long-term fan development and community building.
Gen Z and Gen Alpha aren’t just future fans—they’re shaping the future of women’s sports today.
If you’re ready to build women’s programs that attract fans and generates revenue, let’s connect.
Sources:
Nielsen Sports (2022). Gen Z and Women’s Sports: A Growing Connection.
Women’s Sports Foundation (2023). The Power of Women’s Sports and Gen Z Fans.
McKinsey & Company (2023). How Gen Z is Changing Consumer Behavior.engagement stand to build lasting fanbases and increase revenue.
