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  "documentTitle": "ey sports engagement index january 2025",
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      "text": "Finally, it is worth noting that this year's survey data was collected just after the Paris Olympics and Paralympics. Our survey methodology allows us to isolate the uplift delivered by these events so that we can analyse it, and remove it, to understand underlying trends.",
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      "text": "Through our many discussions with you, the sports industry, we identified a series of evolutions to the Index that would make it an even more useful foundation for decision-making. We are delighted to be able to introduce them in this year's edition, developed (like last year) in collaboration with FlyResearch. First, we increased our overall sample size so that we can provide more granular insights with confidence. We have also refined the survey methodology to ensure we capture as much engagement as possible and to enable us to understand the depth of that engagement (more on this overleaf). We have introduced deep dives on 20 sports that explore spend, preferred tournaments or properties and much more besides. We are also rolling out the survey globally, expanding our work to several international markets (beyond the UK) over the next few months, with more to come later in the year.",
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      "text": "We launched the pilot edition of the EY Sports Engagement Index in 2023 in response to a fundamental (and structural) lack of reliable comparative data in the world of sport. This prompted hundreds of creative and highly strategic conversations with sports, investors, commercial partners and service partners. The data has enabled us to identify emerging trends, untapped potential, pockets of excellence and areas of imminent competitive threat. It has encouraged the sports industry to look keenly beyond the circle of established sports to understand better and without any preconceptions where and how engagers are spending their time, energy and (now in this new edition) also their money.",
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