PMG Digital Made for Humans

State of Sports Report: Connecting with the Modern Sports Fan

May 12, 2025 | 4 min read

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PMG Insights Team

Comprised of media practitioners, retail strategists, and senior business leaders, the PMG Insights Team creates compelling thought leadership, spearheads proprietary consumer research, and drafts editorial content on the current and future state of the advertising, media, and technology industries.

The future of sports fandom is being rewritten by a new generation of fans who demand more than just the game; they seek connection, culture, and customization across every touchpoint. As the boundaries between sport, entertainment, and identity continue to blur, brands have an unprecedented opportunity to evolve how they show up in the lives of fans.

PMG’s 2025 State of Sports Report explores the shifting dynamics of modern fandom across generations, genders, and platforms. Backed by proprietary research and cultural analysis, the report outlines the key forces shaping the next decade of sports marketing, from the rise of immersive viewing and the growing power of athlete influencers to the economic transformation of college sports and the surging influence of women’s leagues.

  • The 5 C’s of the Fan Experience: Examine how Culture, Community, Content, Connection, and Customization are redefining what it means to be a fan, and how brands can meet these expectations with authenticity and impact.

  • Generational & Gender Shifts in Fandom: Understand the contrasting values and behaviors of Gen Z, Millennials, and Gen X, and how their relationships with sports—and each other—are evolving.

  • Athletes as Brands and Influencers: Learn how athletes and sports content creators are reshaping brand perception, and why values-based partnerships are now critical to influence and trust.

  • The Business of College Sports & NIL: Explore the implications of a $2.5B NIL market, fan sentiment on fairness, the widening gap between large and small programs, and what it means for future brand sponsorships.

  • Digital Trends & Platform Preferences: From TikTok to Twitch, discover where fans are consuming content, why snackable media matters, and how personalization is driving loyalty.

  • Future Innovation in Fan Engagement: Get ahead of trends in AR/VR, gamified experiences, sports betting, and emerging leagues—each opening new frontiers for brand interaction.

With sports fandom becoming more fragmented and immersive, understanding these shifts is essential for any brand seeking to stay relevant and resonate across today’s media and cultural landscape.

Download your copy today.