{"id":10947,"date":"2020-11-12T20:17:23","date_gmt":"2020-11-12T18:17:23","guid":{"rendered":"https:\/\/havas.cz\/?p=10947"},"modified":"2020-11-12T20:17:23","modified_gmt":"2020-11-12T18:17:23","slug":"sports-forward","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/meaningful-difference-en\/sports-forward\/","title":{"rendered":"Sports forward"},"content":{"rendered":"

Some people may be quick to dismiss sport as a mere hobby, but the newly released study proves they play a far more essential role than that. They contribute to physical fitness and public health, imbue participants with important values and life skills, and are a critical component of our social fabric, bringing together communities and nations. 92% of Prosumers consider sports have the power to change lives. With an expected market value of $614.1 billion by 2022, the global sports industry\u00a0undeniably\u00a0offers tremendous opportunity for brands across sectors.<\/p>\n

For this report, Havas\u00a0surveyed 12,521 adults in 28 countries to explore the fundamental role sports play across the globe. From instilling inner-strength and resilience in children, to uniting communities and preserving the physical and mental health of populations, \u201cSports Forward\u201d found that sports have\u00a0the\u00a0indisputable\u00a0power to make a meaningful difference.<\/p>\n

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“More than 8 in 10 prosumers believe professional leagues and federations have an obligation to uphold values and ethics within their sports.”<\/strong><\/p>\n

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Key findings:<\/strong><\/p>\n

Sports are transformational:<\/strong>\u00a092% say that sports have the power to change lives and almost all respondents agreed it is a way for children to learn teamwork, self-confidence, and perseverance.<\/p>\n

Sports are a geopolitical weapon (and salve):<\/strong>\u00a0Two-thirds of Prosumers believe the success of a nation\u2019s team or star athlete can help a country stand out on the world stage, while 8 in 10 believe sports can even serve as a tool for peace within nations as well as between them.<\/p>\n

Fans deserve compensation for loyalty:\u00a0<\/strong>Two-thirds of Prosumers believe fans should be able to interact with athletes regularly, while 8 in 10 Prosumers believe sports brands have an obligation to provide fans with in-person experiences that money can\u2019t buy. Interestingly, 4 in 10 Prosumers are convinced that most sports coverage in the future will come from fans rather than from media professionals.<\/p>\n

Sports are at the heart of our health:\u00a0<\/strong>9 in 10 Prosumers globally agree that people who play sports are more likely to stay healthy. This benefit is especially critical in an era in which rates of obesity and cardiovascular disease are skyrocketing and in the context of a global pandemic that has put\u00a0everyone\u2019s\u00a0health at risk.<\/p>\n

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Sports need to be reinvented:<\/strong>\u00a0More than 8 in 10 Prosumers believe professional leagues and federations have an obligation to uphold values and ethics within their sports. 78% of Prosumers believe media coverage of female athletes is the best way to change perceptions of women and diffuse stereotypes, while 61% of Prosumers believe that sports brands should create athletic apparel that\u2019s more inclusive of all religions.<\/p>\n

Sports are the cornerstone of social cohesion:\u00a0<\/strong>More than half the sample consider sports the best way for people to socialize\u2014with exceptionally high levels of agreement in Serbia (76%) and the Czech Republic (72%).<\/p>\n

The future of sports:<\/strong>\u00a051% of Prosumers believe that in the future, countries that excel at artificial intelligence and data analysis will have the best athletes, while 86% believe sports brands or sponsors have a responsibility to consistently innovate to improve people\u2019s performance.<\/p>\n

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