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  "documentTitle": "ey sports engagement index january 2025",
  "authorId": "MorganStanley",
  "authorName": "EY",
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  "notes": "The slide uses a metaphor of looking through binoculars to introduce a list of sports for further analysis.",
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      "text": "The EY Sports Engagement Index helps us understand the community portion of this assessment much better.",
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      "text": "Swimming; Tennis; Table Tennis; Basketball; Hiking; Darts",
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      "kind": "list",
      "text": "The governance and stakeholder structure of the sport; Its competition structure(s); The strength of its brands; Its sporting talent and pathways; Its storytelling potential; Its current financial position; future revenue streams; The underlying demographics",
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      "text": "The EY Sports Engagement Index helps us understand the community portion of this assessment much better. This allows us to assess individual sports on their own terms whilst also enabling cross-comparisons across a wide range of sports. This year, our \"Ones to Watch\" – profiled in more depth overleaf – are:",
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      "kind": "paragraph",
      "text": "At the end of this section, we highlight eight other sports with that we will continue to watch closely: padel, climbing, dancing, wellness, badminton, boxing, cycling and volleyball.",
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      "kind": "paragraph",
      "text": "As part of our research this year we also conducted \"deep dives\" on 20 major sports. 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.",
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      "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. If you are interested in discussing a sport not analysed here, please get in touch.",
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      "text": "As we mentioned last year, there are many factors at play when it comes to assessing the growth and/or investment potential of a sport, including, for example:",
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      "text": "a selection of sports with compelling characteristics",
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