Give next-gen fans a reason to come, and an easy way in.
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Give next-gen fans a reason to come, and an easy way in. 〰️
The situation
Next-gen fans (Gen Z, Gen Alpha and the parents who bring them) are tuned in to the NBA. Morning Consult found that 40% of Gen Z adults have a favorite NBA player, more than for any other major league, and 38.5% of U.S. NBA fans were under 35 as of January 2025 [1]. Live attendance has also risen across every major consumer group since early 2023, and Gen Z adults are among the most regular attendees, with about one in five going two to four times a year [2].
However, the arena still competes with the couch. In Capgemini Research Institute’s 2023 survey of 12,000 sports fans in 11 countries, 77% of Gen Z preferred to watch sports outside the venue [3]. Gen Alpha is next, and its path to the arena runs through parents. In Morning Consult’s 2024 survey of Gen Alpha parents, 39% had taken their youngest child to a professional game, close to the rate Gen Z reported about themselves in 2023, yet kids’ interest in watching pro sports ranked below TV and movies, arts and crafts, and video games [4]. To win both groups, the live experience has to offer what home can’t: easy entry, personalization and moments worth sharing.
What evidence shows
Digital entry and its risk : In Ticketmaster’s 2026 State of Play survey of 15,000 fans in eight markets, 32% said mobile ticketing and entry would improve the live experience (all fans, not only Gen Z) [5]. But it only works if the signal does. Nearly 40% of fans in Deloitte’s 2023 survey said poor connectivity makes it hard to use their phones at live events [6], and the Intuit Dome’s facial-entry system failed at its 2024 opening-night concert, backing up crowds and delaying the start by two hours [7].
Social-ready and in-venue moments (2026): In a July 2026 USC Annenberg and Acceleration Community of Companies survey of 2,154 Gen Z adults, 39% had attended a live sporting event for celebrities, performances or brand activations, and another 39% said they would [8]. In Deloitte’s 2023 survey, 58% of fans wanted the same stats, analysis and replays at the game that they get at home, rising to nearly 70% of Gen Z and millennials, and about a quarter already post to social media from live events [6]. In Ticketmaster’s survey, 24% said music and entertainment integration would improve their loyalty [5].
Personalization (2025): In IBM’s 2025 survey of 20,864 fans in 12 countries, 82% said they use sports apps during in-person events, and 65% said personalization would improve their digital sports experience [9].
The takeaway
Next-gen fans, from Gen Z to Gen Alpha and the parents who bring them, want more than a seat: a way in that works on their phone, moments worth sharing at the game, and an experience that feels personal. Each can be graded, and most teams have no consistent way to do it. Allcourt scores the Next-gen fans category against the team’s standard experience, shows where younger fans drop off and helps the team fix it with the data and tools it already has. Progress is measured against the team’s own baseline: the share of next-gen fans attending, entry wait time, fan satisfaction and per-fan spend.
How the Allcourt Grade Applies
| What gets graded | Connect | Grade | Advise |
|---|---|---|---|
| Digital entry and its risk | Entry scans and ticket data by age, plus gate wait times and connectivity data the team already holds. | Share of fans under 25 using digital entry, scan success and gate wait times, scored against the team’s standard experience. | Promote digital entry in pregame communications to fans under 25 and to parents bringing kids, and set a backup entry lane for connectivity problems. |
| Social-ready and in-venue moments | The in-arena entertainment schedule, app and Wi-Fi usage, and post-game survey data. | How well replays, alternate views, music and shareable moments land with fans, scored against the team’s best nights. | Add shareable moments to timeouts and breaks, and fix connectivity in the busiest sections. |
| Personalization | Ticketing, app and survey data the team already holds. | Whether offers and in-app content reflect each fan’s preferences, scored against the standard experience. | A prioritized plan with owners and timing for the next homestand. |
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Sources
1] WSC Sports, “The NBA’s Head Start With the Next Generation of Fans,” Oct. 19, 2026 (wsc-sports.com).
[2] Morning Consult, “The Role Sports Play in Gen Z’s Lives,” 2025 (pro.morningconsult.com).
[3] Capgemini Research Institute, “A whole new ball game: Why sports tech is a game changer,” 2023 (capgemini.com).
[4] Morning Consult, “How Gen Alpha Feels About Sports,” Apr. 2024 (intel.morningconsult.com).
[5] Ticketmaster, State of Play: Sport, 2026 (business.ticketmaster.com).
[6] Deloitte, “Fans want to enhance their in-person professional sports experiences through technology,” Mar. 22, 2024 (deloitte.com).
[7] CBS Los Angeles, Intuit Dome opening night, 2024 (cbsnews.com).
[8] TheWrap, reporting a USC Annenberg and Acceleration Community of Companies study, July 21, 2026 (thewrap.com).
[9] IBM, “Sports fans demand more dynamic digital content, powered by AI,” Aug. 18, 2025 (newsroom.ibm.com).
