Described as the ‘always connected’ generation, generation Z or GenZ are driving demand for increased expansion and more immersive and engaging ways to consume sport. With sports organsations adapting ‘traditional’ sports to stay relevant, what might this mean for the future of sport consumption? These questions were the focus of a recent study by University of Bath student Oliver Snoddy.

In this episode, Professor Emma Rich talks with Olly about his research study and what it might mean for making sport relevant to the ‘always connected generation’.

Oliver recently graduated with a BSc Sport Management and Coaching degree from the University of Bath. He was awarded the Department for Health undergraduate student prize for innovation in his final year research project titled ‘innovating to engage and expand, a critical analysis of the Major League Baseball home run derby x’ which focuses on generation Z and emerging sports formats.

You can contact Oliver via: [email protected]

LinkedIn: https://www.linkedin.com/in/osnoddy/

You can find out more about studying on the BSc Sport Management and Coaching degree here: https://www.bath.ac.uk/courses/undergraduate-2024/sport-exercise-and-health/bsc-sport-management-and-coaching/

The views and opinions of those taking part in this video are their own and not necessarily those of the University of Bath. bath.ac.uk/corporate-information/disclaimer