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Less is more: sport’s battle to win over new fans

Experiments with shorter formats come amid efforts to woo broader audiences

Sports are breaking with tradition as they seek to modernise to attract younger and more diverse audiences.

In recent weeks, as skateboarding, surfing and climbing competed in the Olympics for the first time, Formula One motor racing held its first Sprint event and women opened the Hundred, a new short-format English cricket competition. 

The shorter format events follow similar recent experiments in tennis, sailing and basketball and come as sports try to attract new fans — and lift revenues battered by the pandemic. 

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