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For these sports, these events are critical building blocks.", "attrs": null, "canon": { "kind": { "name": "Callout", "slug": "callout", "status": "active", "canonId": "019de52c-f8d3-761a-8953-7d37080de5e2", "version": 1, "description": "Highlighted callout box." }, "tool": { "name": "Visual emphasis", "slug": "visual-emphasis", "status": "active", "bestFor": null, "canonId": "019dd9e1-474b-736b-a8eb-a794dd88241c", "version": 1, "bodyDocId": null, "description": "Drawing the eye to one element above the rest of the slide.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 16:24:13+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd952-340d-7338-acc5-0c9ac2c5148b", "parentComponentId": null }, { "bbox": { "h": 0.92, "w": 0.3, "x": 0.7, "y": 0.08 }, "kind": "image", "text": null, "attrs": null, "canon": { "kind": { "name": "Image", "slug": "image", "status": "active", "canonId": "019de52c-f978-701f-a720-51d029d769e7", "version": 1, "description": "Photo, illustration, screenshot or icon." }, "tool": null, "subkind": { "name": "Photo", "slug": "photo", "status": "active", "canonId": "019de52c-fd37-757f-b4a8-ca26d4888875", "version": 1, "description": null }, "framework": null }, "subkind": "photo", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:05:41.636+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "b18ddc7a-dfd8-4cff-bb37-c88eb4a6ada1", "parentComponentId": null }, { "bbox": null, "kind": "metric", "text": "Olympic-only engagers: 5.9m", "attrs": null, "canon": { "kind": { "name": "Metric", "slug": "metric", "status": "active", "canonId": "019de52c-f923-73bf-8081-d0b1a8c5264d", "version": 1, "description": "Big-number or KPI value." }, "tool": { "name": "Quantification", "slug": "quantification", "status": "active", "bestFor": null, "canonId": "019dd9e1-47ab-72ce-a079-aab1f5299e88", "version": 1, "bodyDocId": null, "description": "Translating a claim into numbers, charts, or tables.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": "primary", "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 16:24:13+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd952-340d-7338-acc5-13f944151e7f", "parentComponentId": null }, { "bbox": { "h": 0.35, "w": 0.65, "x": 0.04, "y": 0.21 }, "kind": "paragraph", "text": "Perhaps as might be expected, some of the sports which received very high profile at the 2024 Paris Olympics recorded the highest number of Olympics-only engagers. Athletics led our rankings (shown to the left below), with almost 6m Olympic-only engagers. These were followed by a chasing pack of gymnastics, diving, cycling and swimming. Rowing and football also delivered upticks to their engagement bases.\n\nBut it is towards the bottom of our top 10 that some revealing colour begins to emerge. Climbing (one of our \"ones to watch\" last year) performed strongly, with its appeal no doubt helped in part by Team GB's four debutant sport climbers. Team GB's run to the Paralympic final (narrowly losing to the USA) would have helped to drive engagement with wheelchair basketball. And it seems table tennis, as has been the case historically, was also an Olympic favourite.\n\nIf we look at this data in another way we can better understand the importance of this Olympic boost to each sport relative to the existing size of its base (shown on the right below). Diving, wheelchair basketball, rowing and gymnastics all added over 30% to their base. For these sports, these events are critical building blocks.\n\nThis points to a fundamental question: How can sports maintain engagement with these fans outside of the Olympics, and ultimately convert them to being more dedicated fans? This is a big challenge, and there are no easy answers although the new potential formats/propositions being considered in athletics at the moment may help deliver some insights here. 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These included motivations for engagement, perceived awareness and importance of tournaments/competitions and estimations of spend (by type). Please get in touch to discuss this further with us.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:05:48.107+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "9925f9c9-fd01-4c46-a2a9-35ab4812bf03", "parentComponentId": null }, { "bbox": { "h": 0.06, "w": 0.55, "x": 0.41, "y": 0.76 }, "kind": "paragraph", "text": "The sports we have selected over the next few pages are the tip of a much bigger iceberg; many others caught our eye, but for reasons of space couldn't be featured here. 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