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  "documentTitle": "ey sports engagement index january 2025",
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  "notes": "The slide uses a mix of absolute numbers and percentages to profile the swimming engagement base.",
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      "text": "Swimming is the UK's number one sport for participation and the UK's number three for overall engagement.",
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      "text": "Engagement base: 21.5mn (3rd); Olympics uplift: 19%; Female engagers: 50% (2nd); Participation: 12.9mn (1st); Frequent engagers: 51%; Young engagers: 40% (4th); Followers: 10.5mn (9th)",
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      "text": "By comprehensively capturing all forms of leisure and fitness sporting activity, our data allows us to fully reflect the importance of participation sports. Swimming is the UK's number one sport for participation and the UK's number three for overall engagement.",
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      "text": "Team GB's strong performance at the 2024 Paris Olympics delivered a bounce to swimming's overall engagement numbers this year, but even without this uplift swimming is the fifth-highest-ranking sport for overall engagement. It is also one of the most balanced sports on our list, both in terms of age (40% of engagers are 34 or under) and gender (50% of engagers are female).",
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      "text": "Swimming has low barriers to entry, and as such has built a large but fragmented community. The sport is developing new ways to get involved, including virtual swimming challenges and dedicated apps. These innovations will hopefully help swimming develop a better understanding of, and direct relationship with, its community so that it can tap into its full potential and deliver growth.",
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      "text": "The UK's largest participation sport, and third overall",
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