Engaging Gen Z for sports event startup

Sporting events startup

UX lead for research, definition & UX for a sports event startup.

Audience research, & interviews, informed engagement, & communications strategies. Insights into what appeals to the audience informed development of a strategy, & platform which supports it.


A new format is being launched for a well-established sport. Others have recently launched similar formats aimed at the same audience.

How can new attendee’s be reached, become interested, remain engaged, and be given a memorable event day?


Insights from interviews with the target audience built a clear picture of the challenges regarding engagement and competition from other events. Interviews with stakeholders, and sport professionals, brought insights, around adding backstory and colour.

The site needs to support engagement from event launch through to race day. Engagement strategies were devised for each stage, with corresponding supporting features on the site.


In advance of the event, the site enables stories to be built around competitors.

Catering to a mobile-first generation, on event day, it morphs into an interactive event guide. Location sensitive, it provides access to race schedule, events guide, action replays, competitions and offers.