Three Sports Gen Alpha Thrive In (And Why)

Sport remains one of the most powerful touchpoints in kids’ lives. Across the UK and US, Beano Brain’s Sports Review (access your sampler below) unpacks how kids are engaging with movement, community, and emotional growth.  

Football/Soccer 

For kids, sports are as much about the rituals as they are about the game. And football, unsurprisingly popular, particularly among boys – is a space where they can find their place and bond through a common, universal language.  

"I played football earlier today and scored 1 goal and 2 assists. It was a really good game. I have more football on Saturday and Sunday.” – Boy, 12, UK. 

Football resonates specifically with Gen Alpha because of the connections it has with the digital world, social media topics, and cultural signals. The players and clubs’ social media profiles bring fans closer to the personalities behind the sport, and football continues to be a social glue for boys in particular.  

Gymnastics  

Often led by girls, gymnastics is about individual discipline and confidence. It’s one of the top TV-viewed sports among kids and ranks high for both boys and girls in the UK and globally. 

"I'm not really scared of anything in gymnastics, I'm like what’s the worst that could happen" – Girl, 12, UK.  

Golf 

We are seeing increasing mentions amongst teen boys, particularly the sporty boys.   

Golf offers a different dynamic for kids – the opportunity for boys to compete against themselves rather than being judged as part of a team. 

YouTube is becoming a powerful platform for golf and the growth of golf influencers is matching the surge in popularity of the sport. 

“I enjoy playing golf and my friend also plays golf, he goes to driving ranges we play golf in his garden sometimes. You have to hit the ball into the target so it's similar to football. In golf, I guess it is a solo sport really.” – Boy, 12. 

For Gen Alpha, sport is so much more than participation, it’s a cultural touchstone. 

Our Sports Review is out now, you can access an exclusive sampler by filling out your details below.

Want to know what’s next in Gen Alpha sport? Contact our team, we'd love to hear from you!