A recent article from USA Today bluntly stated, “Gen Z doesn't care about sports.” It anchored on the stat that, “Only 23% of Gen Z describe themselves as passionate sports fans, as opposed to 42% of millennials and 33% of Generation X.” This failing interest in sports is then linked back to Gen Z’s isolation and historically low civic engagement—from church to community gatherings. 

But it might not be that deep. Most leagues, especially the NFL, just need to step their game up in terms of transparency, content distribution, partnerships and fandom engagement. On the morning of the first game of the new season, here are four ways the NFL can win with Gen Z and other young fans.

Adopt popular content accounts currently viewed as competitors

Massive social media giants such as Bleacher Report and House of Highlights have often been seen as rivals for fan attention or even as threats to the integrity of the NFL's curated viewer experience. But instead of shutting them out, it should embrace them. Let House of Highlights mic up players and produce the kind of raw, entertaining content that might be too edgy for the NFL brand. Ignoring them is not the answer—collaboration is. 

International Games have to work harder

This year, the NFL’s global expansion series will continue to grow, with regular season games in São Paulo, London, and Munich. But for many longtime fans, these games feel more like a self-serving or transactional growth strategy than a celebration of the sport's global influence. The NFL should consider creating a short-form video series that highlights veteran players’ connections to these regions through local culture—whether it's food, art, family ties or other personal interests. This would add depth and make these global moments more engaging and meaningful to those who have supported the NFL for so long.

Lean into collectibles

The NFL has a tremendous opportunity to tap into the diverse and highly valuable fandom that spans across mediums, channels and business models. This isn’t just about fan engagement—it's a significant revenue opportunity. By dominating every aspect of the sports ecosystem— a market valued at $31 billion that includes entertainment, art, live experiences, gaming, fashion, livestreaming, music and collecting—the NFL can expand its influence across an increasingly broad universe.

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One easy starting point would be to partner with the successful Fanatics Fest event series by Michael Rubin. The first iteration of the IRL sports culture and collectibles meetup in New York City featured stars such as Tom Brady and Travis Scott. Another one is rumored to be coming to LA later this year; the NFL should partner and even co-host the event, investing back into the collector culture and adjacent interest points. 

Make peace with the social media kid who got suspended last season

In Week 6 last season, 20-year-old content creator and NFL cameraman Kevin Fitzgibbons was infamously suspended by the NFL after superstar receiver Tyreek Hill grabbed his phone to take a selfie in the end zone as part of a touchdown celebration.

“The NFL then let me know that I was suspended for the remainder of the season and possibly for good,' Fitzgibbons shared on social media that week. 'They said that regardless of whether I knew the celebration was coming, I still had to be disciplined and shouldn't have jumped onto the sidelines after the play.”

This was a missed opportunity—an incredible moment created by a player and a young cameraman—and instead of celebrating the next generation of sports photographers, they punished him. This year, Fitzgibbons should be at the forefront of social content creation and behind the scenes looks with the NFL.

Gen Z isn’t averse to sports, in fact, sport offers one of the most important opportunities for community building, fandom and IRL connections—and as the most watched league in America, the NFL has perhaps the greatest opportunity of all.

Let’s kick it off right.