From grandstands to holograms: The revolution of sports ‘fandom’ as Gen Z redefines how to be a fan
From Boomers to Gen Z, there’s been a massive shift in how sports teams – and superstars – are followed. Find out what the differences are between the two generations.
SA News
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From grandstands to holograms, a new generation of fans is redefining what it means to be a supporter in 2025 and the nation’s expert on “fandom” tips even bigger changes.
As well as rise in the “fluid fan” and a shift from team focus to player idolisation, Adam Karg forecasts virtual locker room catch-ups with players, at-home augmented reality fan walls and backyard coaching by sporting hero holograms.
Prof Karg has spent the past 15 years working with about 120 professional sports teams and leagues “studying the experiences, the connection, the role of technology and the management of fans”.
“Fandom patterns around the world are changing and we are seeing the rise of ‘fluid’ fandom as new technologies change the way consumers access and enjoy sport as traditions and rituals start to fade,” the Deakin University sport management program researcher said.
“We’re heading into an era where Gen Z and Gen Alpha consume and do things in very different ways … supporting just one team or two teams is not what it is going to look like in the future, instead it is this concept of the ‘fluid fan’, waking up to watch highlights from six different leagues (in various countries) across five different platforms.
“(There’s) a shift in connection … for the younger generations it is more about the athlete, above the team, than it has ever been.”
Still, when it comes to teams, younger fans value “purpose over tradition”.
“I think it’s fair to say they’re expected to deliver not only wins on field but also have a social impact for the communities that they operate in,” Prof Karg said.
In contrast, fans of the Gen X and Boomer vintage value “loyalty and history”.
“Tradition and rituals matter, this drives connection and belonging for established audiences …
they also value the live, in-person experience,” he said.
Highlight-hungry, tech-savvy younger fans want to be “part of the story and experience … beyond passive to co-created, interactive and personalised experiences”.
Prof Karg says expect to soon see holograms of fan favourites coaching in the backyard or at community sporting clubs.
“Fast forward a couple of years … Josh Giddey will be there as a hologram watching you train (and offering tips),” he said.
“Fan-created” and “digital collectible” moments” and augmented reality trophy rooms where fans collate “favourite moments … (and) rewards gifted by the team for attending games or supporting causes” are also on the agenda.
Old-school Crows supporter Pattie Miles, 75, is unflinching in her adoration of the entire Adelaide team, even if she is yet to convert her 16-year-old Port Power grandson Jack Runner, a massive fan of Mitch Georgiades and international cricket tragic.
Prof Karg was in Adelaide to address a Flinders University gathering which included students enrolled in the Sports Management program delivered in conjunction with the Port Adelaide Football Club, Adelaide United and SACA.
Originally published as From grandstands to holograms: The revolution of sports ‘fandom’ as Gen Z redefines how to be a fan
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