Children's Sports Activities - UK - October 2010
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This report charts changing patterns of children’s participation in sports activities and assesses the attitudes towards sport of both young people and their parents to identify how sports providers, brands and retailers can encourage more children to play more sport, more often. In so doing, it examines the hypothesis that: “the London 2012 Olympic Games present a unique opportunity to re-connect young people with the concept of playing sport for fun and deepen their participation habits as a result.”
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