The Rise of Personal Branding for Athletes in the Gen Z Era

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I’ve recently been inspired by recent research that's reshaping how we understand sports fandom. Studies show that 7 in 10 Gen Z sports fans follow social media updates from their favorite sports or leagues, while less than 4 in 10 watch games on traditional broadcast TV - a massive shift from older generations. In Australia, younger fans are more likely to follow sports because of individual athletes rather than teams, and two-thirds of sports executives are concerned about declining relevance of live sports as younger audiences shift to highlights, documentaries, and bite-sized content.

The data is clear: we're witnessing a fundamental transformation in how sports are consumed, and athletes who understand this shift will thrive.

Check out the full research from Talk Shoppe, YouGov, WSC Sports, Journey, and Deloitte to dive deeper.

Gen Z craves the "shoulder content" that helps them get to know their favorite athletes - from player arrivals and locker room footage to post-game celebrations. This week, try filming a quick behind-the-scenes moment before or after your training session, sharing how you're feeling or what you're working on, rather than just posting your best play.

We're witnessing a seismic shift in sports fandom. Generation Z (roughly ages 19-24) is moving away from traditional team-based loyalty and toward following individual athletes. The numbers tell the story: about 80% of Gen Z sports fans report following a professional athlete online. They're not saying "I support Manchester United" - they're saying "I follow Cristiano Ronaldo," and that single decision dictates which games they watch, which products they buy, and where they invest their attention.

The Ronaldo-to-Al Nassr signing perfectly illustrates this phenomenon. The moment he signed, 2 million followers instantly flocked to Al Nassr's Instagram - more than the team had before he arrived. Now, Instagram followers don't directly translate to ticket sales, but they create something equally valuable: immediate attention and opportunity. Meanwhile, about 38% of Gen Zers say they don't even have a favorite sports team, compared to roughly three-quarters of American adults who do. I'm part of that older generation, I support the Sounders in Seattle, the Seahawks, and the Kraken. But Gen Z? They follow people, not logos.

This generation consumes sports in an entirely different way. They gravitate toward short-form clips, athlete personal stories, highlight reels, and social media content over watching full games or traditional broadcasts. Understanding this shift isn't just interesting, it's critical for your career. Your personal brand is now the primary vehicle for securing financial and career opportunities, both during your athletic career and long after it ends.

Here's the bigger picture: the largest, most engaged audience today is paying attention to individuals and their stories, not teams or companies. Think about how people talk more about Elon Musk than Tesla. The company has become almost a byproduct of how people feel about Musk himself, all because of his powerful personal brand.

The old world of sports fandom was built differently. Before social media dominated our lives, teams were the focal point. Elite athletes were treated like gods because fans never saw what happened behind closed doors, which is exactly why tabloids were so intriguing. But we're living in a new era now. If you're an athlete who isn't creating a personal brand, you're essentially invisible. No one will remember you. No one will know who you are.

I've watched this transformation happen in real-time. I have friends who follow specific athletes not because of their sport, but because those athletes have compelling personal stories or relatable personalities. The sport itself becomes secondary, a byproduct of the personal brand. This is something I emphasize constantly in my videos and newsletters: the most successful athletes today have learned to separate who they are from what they do. For Gen Z audiences, who you are matters far more than what you do. When athletes authentically share their true selves, they build larger followings and unlock diverse opportunities that extend far beyond their sport.

So why is this happening? The answer lies in how Gen Z grew up. They're digital natives who came of age with smartphones, social media, and short-form content at their fingertips. This is fundamentally different from my generation, who could sit down and watch an entire ninety-minute soccer game without needing breaks or distractions. As more athletes recognize how much they can leverage their platform - whether they're professional or even non-professional - personal branding continues to strengthen. And here's something important: people love the story of a non-professional athlete just as much as they love following the pros.

There's another factor at play: team loyalty isn't what it used to be. Traditional fandom meant being raised supporting your local team, attending games, and sharing an identity with your community. But younger generations aren't as committed to that model anymore. Attendance is down. Exclusive team loyalty is fading. Fandom has become more fluid. Older generations might call this "bandwagoning" - jumping to whoever's winning - but I see it differently. There's a genuine transition happening where people value individual athletes over teams. The athlete matters more than the jersey.

This shift also reflects how much people value authenticity and personal alignment today. It's becoming increasingly difficult to define what a team's brand even means anymore because of constant player transfers and roster changes. Manchester United used to represent something very specific under Sir Alex Ferguson's leadership, but that identity has shifted dramatically over the years. The brand of Manchester United has diminished, while individual players from that era have maintained their personal brands. That's because personal brands are anchored to personality, values, mission, and vision… not just a logo or team colors.

The real opportunity for athletes lies in leveraging personal stories to forge deeper connections with Gen Z fans. It starts with one simple but powerful principle: be authentic to who you are as a person. Sharing stories that go beyond the highlight reel is where Gen Z truly connects with athletes.

We're seeing a fascinating evolution in how athletes communicate with fans. Take the Inter Derby, for example. When AC Milan loses, you rarely see players discuss it beyond expressing frustration in post-match press conferences. But now there's immense value in athletes taking to social media and genuinely expressing how they feel. They might post: "I'm disappointed with the result. I'm really bummed. This is what I'm feeling." That kind of emotional honesty, whether positive or negative, creates authentic connection. Fans relate to it because they also feel disappointed when they lose.

If you're someone like me who played lower-division professional soccer, you have powerful stories to share: how challenging it is to reach the pro level, the reality of low pay, facilities that don't meet expectations. These real experiences resonate far more than aspirational content, like watching Ronaldo pull up to his $12 million mansion in a Bugatti. That's not relatable. Gen Z gravitates toward personal fandom when athletes share genuine, human experiences.

I noticed Ronaldo's following exploded when he started posting more about Georgina and their kids. He created a world around himself that feels real, interesting, and human - a stark contrast to how footballers used to be perceived as untouchable gods on a pedestal. We only saw their perfect performances on the pitch, never the person behind the player. Now, connecting with the ups and downs of actual life is what resonates most with Gen Z and younger generations.

When I shared some difficult experiences I had at Michigan Stars a couple years ago, the response was overwhelming. People wrote back saying, "Oh my God, that happened to me too," or "I remember when this happened," or "This reminds me of another situation I faced." That kind of honesty about life's challenges builds stronger, more loyal fan bases.

But here's the question I know you're thinking: how do you maintain a public image while posting authentically? The answer is to focus on what you're known for while strategically revealing your humanity. As an athlete, definitely share content about your sport and what genuinely interests you. But every once in a while, share something more human! Maybe you're learning guitar, or you recently read a book that sparked new thinking. Yes, you might lose some fans. But you'll likely gain an equal or even larger number of fans as you share more personal, relatable experiences.

You don't have to share everything. But as you gradually introduce topics that extend slightly beyond typical sports content, something interesting happens: you invite superfans who want to relate to you in a more accessible, meaningful way. Imagine posting a YouTube video about a book you recently read, explaining how it changed your perspective on your sport or life in general, and describing how you plan to apply those insights. People genuinely want to hear that kind of content.

You can also combine your interests in creative ways. We've seen podcasts recorded in saunas, running podcasts where people jog around a park while talking. There are endless possibilities! When you marry what you genuinely enjoy with authentic conversation about life, you create a powerful way to engage younger audiences who are hungry for real connection with the athletes they follow.

The bottom line? Your personal brand as an athlete is the foundation for every opportunity that will come your way. The athletes who understand this and act on it now will be the ones thriving five, ten, fifteen years from now.

I’m curious:

Hit reply and let me know - I read every response! And if this resonated with you, I'd love for you to share this newsletter with another athlete who needs to hear this message. The shift is happening now, and the athletes who adapt will be the ones who thrive.