The driving force for change of the younger generation in the sports industry

Mar 13, 2024

The Emerging Sportech Opportunity


Sport, in all its forms and with less and less distinction between some sports and others, is being an increasingly multicultural and globalized phenomenon, also reaching the youngest in our society. In one of our latest blog posts, we discussed how Generation Z was leading the hype phenomenon in terms of fan engagement in different ecosystems. On this occasion, we put the spotlight on the young and upcoming generations in the sports landscape, attending to how they interact and what their global trends are.

In a recent unveiling by We Are Family, the Global Sports for Kids Report provides a comprehensive overview of the current landscape of children’s sports across a spectrum of 11 diverse countries including Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, the United Kingdom and the United States. This extensive study, which gathers insights from over 25,000 parents of children aged between six to twelve, delves into the intricacies of sports participation among youth, pinpointing various motivating factors and barriers that shape the experience.


Unveiling the global sports for kids report


A significant revelation from the report is the participation rate, with 72% of children engaged in some form of sporting activity. This figure, however, uncovers a discernible gender gap, highlighting a disparity in sports involvement between boys and girls. The motivations driving children into sports are multifaceted; while some indulge for the sheer joy and fun it brings, others see it as an opportunity for physical exercise, skill development, and socialization.

The study also identifies critical barriers that impede children’s participation in sports. High costs, time constraints, and the lack of accessible facilities and programs stand out as principal obstacles. Additionally, the COVID-19 pandemic emerges as a significant disruptor, casting a long shadow over children’s sports activities, underscoring the pandemic’s extensive impact on youth engagement in physical activities.


From Global Kids Sports report by We Are Family



Insights and implications

Addressing these challenges, the report offers targeted recommendations to bolster children’s participation in sports. It underscores the importance of making sports more affordable and accessible and broadening the range of available activities to cater to diverse interests. Furthermore, it advocates for promoting sports as a pleasurable and healthful endeavor and underscores the value of parental and family involvement in facilitating children’s sports experiences.

The conclusions drawn from the Global Sports for Kids Report are profound. Sports play a crucial role in the holistic development of children, not only contributing to physical health but also in fostering vital social and emotional skills such as confidence, teamwork, and discipline. Moreover, the correlation between sports participation and academic performance is highlighted, emphasizing the broader benefits of engaging in physical activities.

However, the report goes beyond merely presenting data and insights; it acts as a clarion call to all stakeholders involved in children’s welfare. It emphasizes the collective responsibility to ensure that sports become more inclusive and accessible to all children, irrespective of their background or circumstances.

The next step: crucial insights into the children sports dynamics

In sum, the Global Sports for Kids Report by We Are Family offers crucial insights into the dynamics of children’s sports participation globally. It sheds light on the positive impacts of sports, the challenges faced, and the path forward, advocating for a concerted effort to nurture a healthier, more inclusive, and active younger generation. The detailed findings and recommendations serve as a valuable resource for policymakers, educators, parents, and all those invested in the wellbeing and development of children.

The full insights and in-depth analysis is able to be explored by visiting the We Are Family website and delving into the comprehensive report.


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