Navigating the Field:
Insights from Our Global
Kids Sports Reports
Our Global Kids Sports Reports are part of one of the most comprehensive research studies of its kind. It looks at why kids participate in sports (or not), what drives their fandom for particular teams and sports stars, and unpicks the relationship between gender and access to sports.
We spoke to over 4,300 tweens and their parents across 7 countries through both qualitative and quantitative research methodologies.
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Book a free appointment with our research team to delve deeper into our comprehensive reports. We are ready to guide you through the intricate findings, offering valuable insights and tailored recommendations for your specific needs.
Participation
Understand why tweens participate — or don’t — in organised sports. What draws them in and what makes them stay. The report looks at:
- Tweens’ decision making and behavioural patterns and how these affect sports participation
- Why tweens’ choose to dedicate themselves to a particular sport and why they might leave
- The benefits they experience as a result of their participation
Fandom
Understand the ways tweens engage with professional sports teams or athletes, if at all. In this report we explore:
- The motivations tweens experience to follow and support professional sports teams and athletes
- The relationship between family sporting affiliations and tweens’ behaviours
- Tweens sporting participation and the likelihood to support a professional athlete as a result
Gender
Understand the relationship between gender and access to sports. Learn how to breakdown the barriers that prevent access and shape the future of girls in sport. In the report we explore:
- The reasons girls choose to play sports
- Female representation of sports athletes and the affect this has on interest and participation
- The barriers girls face to access sports
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