Euroleague Basketball launches new Gen Z research program FanZ Lab

Euroleague Basketball has announced the launch of a new initiative to work with select Gen Z fans and trendsetters to effectively identify the latest and most disruptive trends in an ever-changing sports ecosystem, integrate their key areas of interest and ultimately drive engagement with the fans of the future. The first edition of the Euroleague FanZ Lab will gather a representative group of 121 participants between 18 and 25 years old from 11 cities in eight different countries. The participants will be chosen from the applications received and will participate from February to May in a series of creativity and ideation workshops and digital sessions conducted through innovative research methods. “We are thrilled to launch this new project as part of the Euroleague’s DNA is to constantly evolve and provide all of our fans with the best possible experiences,” Alex Ferrer Kristjansson, Marketing and Communication Senior Director at Euroleague Basketball, stated. “Opening this dialogue and having the opportunity to receive direct feedback from our emerging fans will definitively allow us to connect and enhance loyalty with the fans of the future, showing once again that basketball is a transgenerational sport.” Creative, pioneering and critical thinking skills plus a strong interest in basketball or sports in general are some of the qualities by which applicants will be chosen to help advise the league on a wide variety of topics important to their generation. Apply now! According to the GWI Core survey, basketball is the only major sport that is growing among Gen Z across 19 European markets, having experienced an increase of 10% in the number of younger fans who follow the sport in the last three years (Q3 2021 vs. Q3 2018). Moreover, interest in the EuroLeague, in particular, has grown 25% among Gen Z members over the last two seasons in FanZ Lab-selected countries, according to Nielsen Sports.