As the 2025 Relevance Report continues its rollout, this episode highlights student perspectives on one of the year’s biggest themes: how sports reflect the massive transformations reshaping PR, from AI and biomechanics to fan engagement, cultural crossovers, and Gen Z expectations of value, transparency, and experience. Fred Cook sits down with three student contributors whose essays capture how technology, culture, and communications are redefining the relationship between athletes, fans, and brands.
Guests
Sierra Sohn — Author of “Where Does the Money Go?” exploring Gen Z fandom, shareability, and what young audiences expect from the sports experience.
Chinelọ Ogogor — Writer on biomechanics and the science-driven technologies elevating athlete performance and recovery.
Ava Nichols — Writer on wearable tech, health data, and how technology forges new digital relationships between fans and athletes.
Host: Fred Cook, Director, USC Center for Public Relations
Discussion Breakdown
Why Sports Matter to Gen Z — 0:00
Shareability, Pop-Ups, and the New Fan Experience — 1:00
The Taylor Swift Effect & Cultural Momentum — 3:00
The Price Problem: Where Is Gen Z’s Money Going? — 4:30
AR Moments, Collectibles, and Immersive Stadium Touchpoints — 5:30
Wearables, Data, and the New Language of Sports — 7:12
Parasocial Accountability & Athlete Transparency — 8:30
Data Accuracy, Misinterpretation, and Competitive Edge — 9:15
Biomechanics: Science Meets Sports — 12:50
Is Tech an Advantage or the New Baseline? — 14:35
Fan Interaction: Live Polls, QR Codes, Betting, and Streaming — 16:11
AI in Sports: Prediction, Sentiment, and Betting Trends — 17:43
Will Sporting Events Start to Look Like Concerts? — 19:49
Cross-Cultural Collaborations: F1 x Hello Kitty & Swifties x NFL — 21:50
The Future of PR in Sports — 24:08
Communicating Value vs. Setting Prices — 27:29
Closing Reflections: Sports as a Shared Cultural Space — 28:21
Key Insights
1. Gen Z Is Redefining What Makes Sports “Worth It.”
Sierra highlights that younger fans aren’t just buying tickets — they’re buying culture, exclusivity, and shareable moments. Experiences inspired by music and entertainment (Easter eggs, AR, photo ops) are central to keeping Gen Z engaged.
2. Wearables Create a New Digital Relationship Between Fans and Athletes.
Ava explains how devices like Oura, Apple Watch, and WHOOP let fans “train like their heroes.” But access to athlete data also raises issues of accuracy, perception, and competitive intelligence.
3. Biomechanics Will Become Table Stakes for Performance.
Chinelọ connects science and sport, showing how individualized biomechanical training can turn role players into high performers. Teams that don’t adopt these tools may quickly fall behind.
4. AI Adds New Storylines, Not Fewer.
From US Open prediction models to sentiment analysis, students argue AI doesn’t kill excitement — it creates more to follow, debate, and engage with.
5. PR’s Role Expands as Sports Become More Technological and Cultural.
Communicators must translate data, tech, culture, and fan psychology into clear stories. PR becomes the bridge between the science and the spectacle.