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In the eyes of fans, success in modern sport is no longer measured solely by performance on the pitch, court, or track.
New Edelman Sport research shows that many believe the pursuit of profit is coming at the expense of welfare, integrity and wellbeing. As pressures on athletes increase and scrutiny intensifies, supporters are asking for more from brand sponsors and sporting organisations.
Pushed to the Limit explores this shift and highlights a growing expectation of leadership. What emerges is an evolved definition of success, where how organisations look after the people who make sport possible matters as much as in-game outcomes. Trust has become the new performance metric, and care has become a core indicator of credibility.
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To understand how these insights can support your organisation’s leadership and strategy, connect with Edelman’s sport specialists.