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  "documentTitle": "ey sports engagement index january 2025",
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  "notes": "Slope chart showing rank changes between general population and Gen Z.",
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      "kind": "callout",
      "text": "In general fitness and social sports do well with 18–24s. Dancing, hiking, wellness sports, weightlifting, cycling and chess all appear to be attractive to young engagers.",
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      "text": "Understanding generational shifts in sports engagement helps us predict the challenges and opportunities ahead for different sports. Sports that are successful at engaging young adults are highly attractive to key commercial partners...",
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      "kind": "source-note",
      "text": "UK adults who engage in that sport very often, often and sometimes",
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      "kind": "title",
      "text": "Gen Z adult (18–24s) engagement patterns continue to diverge from their older counterparts – with some sports riding this wave of change very successfully",
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      "evidence": "The industry trends sections provide insights into the needs and preferences of sports enthusiasts, particularly Gen Z adults.",
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