All the ‘Bs’

Boxing, basketball and badminton are among the most popular sports with Gen-Z adults (18-14 year-olds) in the UK, according to the brand-new EY sports Engagement Index.

According to the Index, football, Formula 1, running, rugby union and cricket have the UK’s largest engagement bases overall – but there are significant differences in the sports that most engage Gen-Z adults (18-24 year-olds) compared to the rest of the population. Boxing, badminton, basketball and Esports are among the activities all scoring highly for engagement with 18-24 year-olds.

Although football and Formula 1 maintain top-three positions with this demographic, cricket, tennis and rugby, are among the sports facing challenges when it comes to capturing the imaginations of young adults.

The survey found that 59% of all respondents had engaged in sport in the last 12 months – this figure rises to 71% for men but falls to 45% for women. Adults aged 35-44 years old were the most engaged in UK sport, but participation levels were at their highest in the 18-24 year-old age group.