Sport's biggest opportunity

Sport gathers what almost nothing else can, the attention of millions, and rarer still, attention that comes with trust.

It's already doing real, ambitious work on the things its fans care about. Fans just rarely see it.

So we asked more than 500 fans how sport can tell it better, and what changes when it does. The gap is a failure of communication, not of intent.

When sport finds the right voice, supporters champion the clubs and athletes they believe in, and the commercial value follows that loyalty.

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