---
title: Pro sports leagues are doing whatever they can to engage Gen Z
description: The decline of cable is leading to changes in sports consumption for young fans.
---

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# [Pro sports leagues are doing whatever they can to engage Gen Z](https://hs-sbup.thehustle.co/news/01142022-sports-gen-z)

 Written by [Rob Litterst](https://hs-sbup.thehustle.co/news/author/rob-litterst) | Jan 14, 2022 10:39:08 AM

While cord-cutting has been on the rise for years, Gen Z is the 1st generation to grow up as true [digital natives](https://www.mic.com/p/gen-z-cant-believe-you-crusty-millennials-are-still-watching-tv-73609501), per *Mic*. As a result, they’re far [less likely](https://www.immersiv.io/blog/gen-z-sports-media-innovation/) to watch live sports than previous generations.

This finding isn’t lost on professional sports leagues, who are [finding](https://www.nytimes.com/2022/01/12/sports/video-games-nfl-gamers-gen-z.html) new ways to engage with young sports fans.

Examples include:

- The **NFL** [partnering](https://www.marketingdive.com/news/popular-gamer-ninja-calls-nfl-game-in-co-stream-on-twitch/544372/) with livestreamer Ninja in 2018 to co-stream a game on Thursday Night Football
- The **MLB** running a [contest](https://www.usatoday.com/story/sports/mlb/2021/06/17/mlb-makes-push-for-gen-z-fans-via-tiktok-influencer-contest/46078743/) where budding TikTok influencers could win the chance to be ambassadors
- The **NBA** [partnering](https://pr.nba.com/nba-2k-eleague-launch/) with Take-Two Interactive to launch the NBA 2k esports league

However the leagues reach Gen Z, one thing seems clear — the future of fandom will be decentralized.

[View full post](https://hs-sbup.thehustle.co/news/01142022-sports-gen-z)

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