Technological advancements have driven a digital transformation that has reshaped consumers’ purchasing decision processes. In this process, the internet, mobile technologies, and social media platforms have fundamentally influenced how individuals access information, interact with brands, and form purchasing tendencies. Generational differences have become particularly evident in terms of adaptation to digitalization and consumption habits.

The X generation, often described as digital immigrants, represents a user profile that adopted technological innovations later in life. In contrast, Generation Y serves as a transitional cohort that simultaneously maintains both traditional and digital consumption behaviors. Generation Z, however, consists of individuals who are natively integrated into the digital world and have made technology an inseparable part of their lives. These consumers can access information instantly, evaluate products and brands through social media, and prefer personalized shopping experiences.

This generation participates in sports activities not only as spectators but also as active participants engaging through digital platforms. In this context, Generation Z constitutes the focal point of digital marketing strategies for sports brands. Mobile applications, social media campaigns, and interaction-based digital content play a critical role in attracting the attention of this generation and fostering brand loyalty. Consequently, in today’s rapidly digitalizing environment, the consumer behavior of Generation Z presents a new paradigm that necessitates innovative and interaction-oriented marketing approaches within the sports industry.