Welcome to issue #020 of Contemporary Football, your inside look at how the game really works behind the scenes.
Monday to Friday, you’ll uncover a new perspective on football business, and sometimes a deeper story that sharpens your thinking and gives you an edge in the beautiful game.
If you need support on your football journey, just write me.
Hey everyone,
Gen Z fans (13-25 y.o.) are not behaving like we’re used to.
And if you work in football, this is the kind of shift you cannot ignore.
Their habits are changing fast. Last year:
they cut spending by 13%
81% switched brands
Plus, 80% wait for sales.
For this new generation, loyalty today feels like a trap.
And this matters for football much more than it matters for retail.
The old assumptions no longer work
For years, clubs have acted as if fans will stay no matter what.
Maybe that worked with previous generations.
But Gen Z is built differently.
They stay only if the behaviour matches the message.
Not the history.
Not the PR.
The behaviour.
And look at what they have grown up watching:
clubs talking about “values” while raising ticket prices
owners preaching loyalty while selling their best players (often that’s the right move!)
players “loving the shirt” until a better offer appears
What Gen Z actually wants
Not hype but honesty.
Not noise but clarity.
Not 15 product lines but one thing that matters.
Football still thinks loyalty comes from slogans.
Gen Z looks at actions.
And actions tell the truth.
Loyalty isn’t assumed anymore.
It’s earned.
Three big myths clubs still believe
1. “Fans want more products.”
Wrong.
They want meaning, not clutter.
2. “Fans care what others think.”
Wrong.
Gen Z cares what they think, not what the crowd thinks.
3. “Fans stay loyal.”
Wrong.
They stay only if the club deserves it.
If it doesn’t, they move on and fast.
This should worry a few executives.
But honestly, it should excite anyone entering the industry.
Because loyalty is no longer bought through marketing.
It’s built through behaviour (and content!).
The future belongs to clubs that act like people
Clubs that simplify.
Clubs that listen.
Clubs that stop pretending.
Clubs that keep their promises.
And here’s the part many executives still underestimate:
Gen Z may not be your biggest segment today… but they will be.
Year after year, their share of your fan base grows.
So every decision your club takes, pricing, communication, signings, content, matchday experience, should consider what this generation values.
Because if you lose them now, winning them back in ten years will be almost impossible.
Have a great football weekend and see you on Monday,
Federico