For Gen Z, sports fandom has never been less about sport itself. In sports marketing today, scale matters less than authenticity. Of course, the athleticism, skill and competition still matter. But the storytelling that makes Gen Z fans feel closer to the personalities, communities and lifestyles behind the sport is what’s fueling a new era of fandom, not the game play alone.

As a marketer, this means there are more ways than ever to be a part of the storytelling. It’s not about finding the most athletic angle of your brand. It’s about finding the most true-to-your-brand moment to shine in.

It’s no secret that the Netflixification of sports (e.g., “Drive to Survive,” “Full Swing”) has invited a new wave of fans in to see the drama behind the game. In parallel, professional athletes are building their own brands as content creators (e.g., Isaac Rochell, Ilona Maher, Bryson DeChambeau) by sharing their day-to-day stories and personalities beyond the sport.

However, it’s now up to leagues and teams to continue gaining and retaining this new wave of fans that are here for the plot. This high demand for beyond-the-sport content has resulted in a huge supply of always-on content being produced on and off season across every sport.

With this influx of content generation, leagues and teams are looking for unique partners to help them create moments that show more personality and connect more deeply with fans.

Google brought the sideline and off-the-pitch banter to fans through their Pitchside with Pixel initiative, putting Google Pixel phones into the hands of NWSL superfans and professional........

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