Columbia University’s M.S. in Sports Management program was invited by Sports Business Journal to participate in onstage discussions at the Media Innovators Conference, representing Gen Z consumer perspectives and offering insights into how their generation discovers, accesses, and values sports content in today’s fragmented media landscape. Our students played an integral role at the conference, joining industry leaders to examine the forces redefining sports media, streaming, and fan engagement.
To better understand how younger audiences engage with sports media, our program participated in rapid-fire sessions led by Tom Richardson, senior lecturer. The panel featured four Sports Management students.
The students—Aedan Anderson, Sydney Cristall, Eduardo Loureiro (’26SPS), and Jeremy Upton (‘25SPS)—addressed topics including affordability, discoverability, betting innovation, and the accessibility of women’s sports, offering perspectives that resonated with executives throughout the audience.
“Props to SBJ for taking the initiative to bring the perspectives and insights of Gen Z sports fans to a major sports media conference,” Richardson stated. “Understanding and appreciating the distinctive ways that generation engages online is a critical part of all strategic planning in the sports business.”
The conference convened more than 300 executives from across sports media, technology, teams, leagues, and broadcasting. Through panels, keynotes, and rapid-fire discussions, the event explored topics including media fragmentation, artificial intelligence, live sports rights, and the evolving expectations of younger fans.
Bringing the Gen Z Voice to the Industry Conversation
Aedan Anderson described the conference as an opportunity to engage with industry leaders and peers across generations. “The conference was an eye-opening experience, bringing generations together around a common goal within sports media: uniting the world through the beauty of sports,” Anderson said. “Passion and interest drive success in the digital media marketing industry, and that was palpable in the room. From sports broadcasting greats like John Fanta to Columbia’s own bright minds, the discussions about the future of the industry reassured me that it’s in good hands.”
Fragmentation, Affordability, and the Cost of Fandom
A recurring theme across the sessions was the growing complexity and cost of following sports in today’s fragmented media landscape. Students emphasized that while the expansion of streaming platforms has increased content availability, it has also created new barriers for younger fans.
Cristall noted that media fragmentation continues to affect women’s sports fans. Although visibility has improved, following a single league often still requires navigating multiple platforms and purchasing monthly subscriptions just to watch one game. Upton reinforced this point, emphasizing that the combined cost of subscriptions, devices, and platforms can reach $400–$500 per month, limiting access for younger audiences.
Betting, Global Sports, and Evolving Consumption Behaviors
Students also examined how innovation is reshaping fan engagement beyond traditional viewing. Anderson discussed the growing influence of prediction markets and their potential impact on sportsbooks, while Loureiro offered a global perspective on sports consumption, reflecting on soccer’s enduring dominance in Brazil amid the rise of other international sports. Students added that while Gen Z is often perceived as trend-driven, authenticity and long-term storytelling remain essential to building meaningful fan connections.
Preparing Students Through Experiential Learning and Industry Immersion
For the students who took the stage, Media Innovators was more than an observational experience. Participating in live, industry-facing discussions allowed them to apply classroom frameworks to real-time challenges shaping the sports media landscape and engage directly with decision-makers across the industry.
“It was great to build connections across diverse sectors of the media industry and gain insight into the current and future landscape of engaging Gen Z audiences,” said Upton.
Another key takeaway for students was the integral role of fan engagement in sports strategy. “My biggest takeaway was seeing how fan engagement now sits at the center of sports strategy. The focus has clearly shifted toward creating deeper, more personalized connections with fans beyond the live game,” said Loureiro.
The experience demonstrated the value of experiential learning embedded within the M.S. in Sports Management program. By placing students in professional settings where their perspectives are actively sought out, the program equips them with the confidence, communication skills, and industry knowledge needed to navigate an evolving sports media ecosystem.
As sports media continues to transform amid rapid technological change and shifting consumer behavior, Columbia’s presence at the Sports Business Journal Media Innovators Conference reinforced the program’s commitment to immersive, real-world learning and to empowering the next generation of sports business leaders to help shape the future of the industry.
About the Program
The Columbia University M.S. in Sports Management prepares students with a comprehensive curriculum and access to sports industry practitioners and leaders. Students acquire skills in areas such as entrepreneurship and innovation, global sports management, facility and event management, and sports law and ethics.
The program is available for part-time or full-time enrollment. Learn more about the program here.
