Summary

The research from USC Annenberg and ACC also finds that 49% of the younger generation gets into sports thanks to content created by athletes, fans and/or viral videos According to a new study from USC Annenberg and Acceleration Community of Companies, 78% of Gen Z only attends live sporting events for the chance to see celebrities, concert performances and/or brand activations, as opposed to purely watching the games outright — with 39% of responders saying they already have, and a further 39% indicating they would.

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