Beyond 90 minutes: How Gen Z audiences are changing the way football is consumed

Italian cup holders Inter defeated the reigning Serie A champions AC Milan 3-0. (AN Photo/Abdulrahman Shalhoub)
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Updated 30 December 2023
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Beyond 90 minutes: How Gen Z audiences are changing the way football is consumed

  • Lega Serie A managing director for MENA region writes for Arab News about how connecting to young football fans in the region has become a priority

Modern football has never been as dynamic and fast-flowing as the wonderful spectacle played out in stadiums around the world each week, and the way fans keep pace with the modern game is also changing at a rapid rate.

With an array of entertainment options like never before, football has been forced to adapt to stay competitive in an ever-widening sporting arena. There are already an estimated more than 16 million Lega Serie A fans in the Gulf Cooperation Council and generally in the Middle East and North Africa region — half of them under the age of 25 — and connecting with this fan base and with the wider audience of football lovers in the region is our top priority.

Gen Z is the most diverse and tech-savvy band of football lovers yet, which has created a set of unique opportunities and challenges for us as sports marketers. This generation has grown up in the internet era and has not known life without fingertip access to information via their phones. In the football world, this translates into real-time match updates, scores and goals streamed onto mobile devices seconds after they hit the back of the net.

Supporters attending live matches in stadiums will always be the lifeblood of football, as testified by an absence of fans during the COVID-19 pandemic that severely diluted the product as an entertainment spectacle. Despite this, there are only so many match tickets available for a live stadium experience, even in the biggest of venues, leaving significant opportunities to capitalize on a captive audience that can stream live action at home or on mobile devices while on the go.

And Gen Z audiences are looking for football experiences that are more than just watching a game on TV. They want to be able to interact with the game and players and feel like they are a part of the action. Social media has given insider access and behind-the-scenes content, allowing fans to connect directly with players on a new level. As the technology progresses, fans could soon use virtual reality headsets to watch games from the perspective of a player on the pitch or use augmented reality apps to interact with players and coaches in real time.

In the Arab world, the huge success of the FIFA World Cup Qatar 2022 revealed the excitement and passion for the sport, as epitomized by the huge followings for Saudi Arabia’s Green Falcons and Morocco’s Atlas Lions. And as Saudi Arabia prepares to host the World Cup in 2034, that passion is only going to increase.

With the global football market projected to reach $4.0 billion by 2028, this presents an enormous opportunity to connect with Gen Z in the region and reach new audiences who may be developing an early love for the international game.

Italian football is already making sports more relevant by integrating social media into its experiences. Lega Serie A has become the first global football league to provide Arabic content on the platforms that matter most to young fans, launching Snapchat and TikTok accounts dedicated to MENA audiences. This will allow fans to produce unique content and creation tools.

Meanwhile, reality TV shows have offered a never-before-seen look inside the workings of top football clubs. From Middle East-owned clubs like Manchester City and Newcastle United to Italian football giants like Juventus, the football establishment has been lining up to give fans an inside view of their club, vying to capture the attention of an emerging Gen Z audience.

Building on this momentum, while also ensuring we make a contribution to youth talent in the region, Lega Serie A has partnered with on-demand subscription service STARZPLAY, healthcare provider PureHealth, and award-winning film and entertainment studio Image Nation Abu Dhabi, to produce “The Italian Dream” — an original show that aims to unearth the next football prodigy from the MENA region.

Across six episodes, young footballers from the UAE, Saudi Arabia, Morocco, and Egypt will get the chance to train and play in one of football’s biggest and most storied leagues, Lega Serie A, while honing their skills alongside world-class players, including Lega Serie A legends Francesco Totti, Alessandro Del Piero, Fabio Cannavaro, Marco Materazzi and Luca Antonini.

Lega Serie A has also signed a broadcasting partnership with Starzplay and Abu Dhabi Media to exclusively stream the league’s matches to audiences across 20 countries in the MENA region, offering fans unparalleled access to live games, exclusive content, and in-depth analyses of both the clubs and players.

There’s a reason why Lega Serie A is committed to innovation and is finding new ways to engage with its fans by developing new digital platforms, creating new interactive experiences, and experimenting with new content delivery methods. It’s because our current fans, and our fans of the future, demand it.

A new era of football is upon us. The only thing supporters need to do now is sit back and enjoy the show.


ICC to decide fate of Pakistan’s Champions Trophy on Friday

Updated 32 sec ago
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ICC to decide fate of Pakistan’s Champions Trophy on Friday

  • India has declined to play in Pakistan over security concerns, which the hosts have dismissed
  • Last year, when Pakistan hosted Asia Cup, India’s matches were played outside the country

KARACHI: The International Cricket Council (ICC) will meet this week to determine the destiny of next year’s Champions Trophy after India refused to play in host nation Pakistan, a spokesman said Tuesday.

Earlier this month, the ICC informed the Pakistan Cricket Board that India would not tour Pakistan for the eight-team tournament, leaving the fate of the event hanging in the balance.

The nuclear-armed neighbors have fought three wars since being carved out of the subcontinent’s partition in 1947 and that rivalry is often reflected on the cricket field.

A spokesman for the ICC based in Dubai told AFP they could “confirm an ICC meeting on Friday” where the issue will be on the agenda, without providing further details.

The PCB has already rejected proposals that would allow India to play in a neutral third country, insisting the full schedule from February 19 to March 9 must be staged on their turf.

India’s cricket board has not commented on the tournament.

Deteriorating political ties mean bitter rivals India and Pakistan have not played a bilateral cricket series for over a decade — squaring off only in ICC multi-nation events.

Pakistan suffered a years-long drought of matches at home as teams refused to visit after a 2009 attack on the Sri Lankan team bus in Lahore. International play only fully resumed in 2020.

When Pakistan hosted last year’s Asia Cup, India’s matches were played outside the country.

But Pakistani cricket chiefs have rejected security fears for the Champions Trophy, pointing to their recent successful hosting of top teams including Australia, England, and South Africa.

The Champions Trophy will be the first ICC event staged in Pakistan since it co-hosted the 1996 World Cup with India and Sri Lanka.


Lewandowski hits Champions League century as Barca beat Brest

Updated 27 November 2024
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Lewandowski hits Champions League century as Barca beat Brest

  • It made Lewandowski only the third player to reach that milestone in the competition, behind former Barcelona great Lionel Messi, on 129, and former Real Madrid star Cristiano Ronaldo, with 140

BARCELONA: Robert Lewandowski scored his 100th Champions League goal as Barcelona beat Brest 3-0 to climb provisionally second in the Champions League group standings on Tuesday.
The veteran striker slotted home from the spot in the 10th minute to fire the Catalans ahead and reach his milestone, adding a second late on after Dani Olmo’s goal to inflict the French side’s first defeat.
After dropping points in their last two outings in La Liga, coach Hansi Flick had urged his players to “eliminate” mistakes in their game and Barca produced a solid display.
They got off the mark quickly when Brest goalkeeper Marco Bizot clumsily clattered into the back of Lewandowski after the forward controlled Pedri’s cross on his chest.
The striker dusted himself down and dispatched the penalty clinically to open the scoring after 10 minutes and bring up his century.
It made Lewandowski only the third player to reach that milestone in the competition, behind former Barcelona great Lionel Messi, on 129, and former Real Madrid star Cristiano Ronaldo, with 140.
Under Flick, the forward’s form has improved significantly this season, reaching 22 goals in 19 appearances between La Liga and the Champions League.
The 36-year-old has made 125 Champions League appearances with Barcelona and before that German sides Borussia Dortmund and Bayern Munich.
“I am very happy, many years ago I did not think I could score more than 100 goals in the Champions League,” Lewandowski told Movistar.
“For me the most important thing is that we try to win every game, if I can score, then that’s the perfect solution.
“I don’t know how many games we have left before the end of the year but we have to win them all and rest over Christmas.”
Barcelona were still without teenage star Lamine Yamal, recovering from an ankle problem, but Raphinha was busy on the right and the Catalans dominated proceedings.
They did not create many clear chances though until Fermin Lopez forced a fine save from Bizot with a diving header.
The Dutch goalkeeper made amends for his earlier mistake by denying the Spaniard with his leg.
Lopez again came close early in the second half when Lewandowski put him in with a neat flick but Bizot was alert to save his low effort.
Playmaker Olmo had an effort scrambled off the line by Brendan Chardonnet as Barcelona sought to put the game to bed.
The former RB Leipzig midfielder eventually grabbed the second in the 66th minute when he received Gerard Martin’s pass in the box, showing some nifty footwork to dodge Chardonnet and beat Bizot at the near post.
Brest thumped RB Salzburg 4-0 and had dropped just two points from their first four matches despite sitting in mid-table in Ligue 1, but were brought down to earth at the Olympic Stadium.
Mathias Pereira Lage drilled home to momentarily delight nearly 3,000 traveling supporters but their joy was curtailed when the linesman raised his flag for offside.
Barca substitute Pablo Torre should have netted Barcelona’s third when he intercepted a pass with just the goalkeeper to beat, but fired wide.
Instead the job fell to Lewandowski and he rolled home his 101st Champions League goal with aplomb, beyond Bizot’s outstretched arm.
Brest fall a few places down the table but their strong start to the campaign means they are well placed to secure at least a play-off spot, while Barcelona are aiming to reach the last 16 directly.
Flick’s side travel to last season’s runners-up Borussia Dortmund next, before visiting Benfica and hosting Atalanta.


Man City blows 3-goal lead and gets booed by fans in draw with Feyenoord in Champions League

Updated 27 November 2024
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Man City blows 3-goal lead and gets booed by fans in draw with Feyenoord in Champions League

MANCHESTER, England: Manchester City’s players were booed by their own fans Tuesday after blowing a three-goal lead against Feyenoord in the Champions League to extend their winless run to six games.
Jeers rang around the Etihad Stadium after the final whistle of a dramatic 3-3 draw.
After five-straight losses in all competitions, City looked to be cruising to victory after going three up inside 50 minutes. But Feyenoord mounted an improbable comeback and leveled the game in the 89th minute to leave the home crowd stunned.
While the worst losing streak of Guardiola’s managerial career was brought to an end, his wait for a first win since Oct. 26 goes on.
Erling Haaland had scored twice, with Ilkay Gundogan also on target to put City in control. But goals from Anis Hadj Moussa in the 75th, Santiago Gimenez in the 82nd and David Hancko in the 89th turned the game on its head.
City’s players, including Bernardo Silva, Josko Gvardiol and Haaland looked visibly frustrated as they left the field to cheers of the delirious traveling Dutch fans in the away section of the stadium.
City plays Premier League leader Liverpool on Sunday — defeat would leave it 11 points adrift of its title rival.

Al-Hilal book spot in knockout stage of AFC Champions League Elite

Updated 27 November 2024
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Al-Hilal book spot in knockout stage of AFC Champions League Elite

  • The 3 Saudi teams maintain stranglehold on 12-team Group B after matchday 5 of 8, with Al-Ahli top on 15 points, followed by Al-Hilal and Al-Nassr on 13
  • Riyadh side open scoring in 10th minute but Al-Sadd remain a threat throughout highly competitive encounter and the pressure pays off with an equalizer after 71 minutes

DOHA: A 1-1 draw with Al-Sadd in Qatar on Tuesday was enough for Al-Hilal to book their place in the knockout stage of the AFC Champions League Elite with three group games to spare.
The three Saudi teams in the competition maintain their stranglehold on the 12-team Group B after the fifth round of games, with Al-Ahli topping the group on a maximum 15 points, two ahead of Al-Hilal and Al-Nassr. All three have already qualified for the last 16.
During a highly competitive encounter in Qatar, the result of which might have gone either way, Al-Sadd asked some tough questions of the visitors early on, perhaps aware of how Al-Khaleej came back from two goals down to defeat Al-Hilal 3-2 in the Saudi Pro League on Saturday.
However, it was the men from Riyadh who opened the scoring in the 10th minute. Mohammed Kanno rose high at the near post to meet a Salem Al-Dawsari corner and flick it on to defender Ali Al-Bulaihi, who was waiting to slide the ball home from close range with the kind of goal-scoring instincts teammate Aleksandar Mitrovic would surely have been proud of.
Five minutes later, the Serbian striker himself had a great chance but headed over with the goal at his mercy. Marcos Leonardo came closer just before the break with a low shot from outside the box that goalkeeper Meshaal Barsham did well to get a hand to.
It was not all one-way traffic, however. Al-Sadd, winners of the Champions League in 2011, had a couple of good efforts in the first half, with Youcef Atal and Mohammed Camara asking the questions.
Early in the second half, Akram Afif — recently crowned the successor to Al-Dawsari as AFC Player of the Year — shot just wide from outside the box as he tried to get more into the game.
The tie was almost put beyond the home side on the hour mark but Mitrovic shot just wide from close range after Nasser Al-Dawsari whipped in a fierce cross from the left.
Al-Sadd, however, started to pile on the pressure and were rewarded with the equalizer in the 71st minute. Afif curled a low cross around the defense from the left and Paulo Otavio got to the ball just ahead of goalkeeper Yassine Bounou.
Al-Sadd continued to press forward and looked the likelier of the two teams to score, with Tarek Salman heading against the crossbar with Bounou beaten.
There was still time, though for the video assistant referee to consider, and reject, three Al-Hilal shouts for penalties, the last of which came in the 15th minute of added time. Ultimately, though, the spoils were shared and that was enough for Al-Hilal on the night.


AC Milan and Atletico Madrid each win to near automatic qualifying spots in Champions League

Updated 26 November 2024
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AC Milan and Atletico Madrid each win to near automatic qualifying spots in Champions League

  • Christian Pulisic put the seven-time champion ahead midway through the first half by finishing off a counterattack
  • Alvaraz and Griezmann lead Atletico to 6-0 rout

ROME: AC Milan followed up their win at Real Madrid with a 3-2 victory at last-place Slovan Bratislava in the Champions League on Tuesday.
Christian Pulisic put the seven-time champion ahead midway through the first half by finishing off a counterattack. Then Rafael Leao restored the Rossoneri’s advantage after Tigran Barseghyan had equalized for Bratislava and Tammy Abraham quickly added another.
Nino Marcelli scored with a long-range strike in the 88th for Bratislava, which ended with 10 men.
Milan moved up to 10th place in the new single-league format and within sight of the automatic qualifying spots. Bratislava have lost all five of their matches.
Milan won 3-1 at Madrid in their previous match.
Alvaraz and Griezmann lead Atletico to 6-0 rout
Argentina World Cup winner Julian Alvaraz scored twice, and Atletico Madrid routed Sparta Prague 6-0 to move up to ninth.
Alvaraz scored with a free kick 15 minutes in and Marcos Llorente added a long-range strike before the break. Alvaraz finished off a counterattack early in the second half after being set up by substitute Antoine Griezmann, who then marked his 100th Champions League game by getting on the scoresheet himself.
Angel Correa added a late brace for Atletico.
Atletico beat Paris Saint-Germain in the previous round and extended their winning streak across all competitions to six matches.
Sparta remained in the elimination places with four points.
The top eight finishers in the standings advance directly to the round of 16 in March. Teams ranked ninth to 24th go into a knockout playoffs round in February, while the bottom 12 teams are eliminated.