Only 25% of UK young people would associate the word ‘inclusive’ with sports, whilst only 29% from the US would associate it with ‘diverse’.

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The challenge here falls in representation. If young people can’t see themselves represented, whether that be on the court, screen or on their For You Pages, they’re unlikely to engage with sports and the intersecting industries.

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This report is a must-read for any youth marketer or brand wanting to gain a deeper understanding of how you can improve your representation of this generation and how it can positively impact your brand.