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The return of mass-participation events like marathons has boosted local engagement and community-based sports spending. 5. Conclusion

Reflects the high demand for sports icons as brand ambassadors. 126464

The largest segment, highlighting the premium brands place on reaching live sports audiences. 4. Digital and Participatory Trends The return of mass-participation events like marathons has

Includes on-ground spending, team sponsorships, and franchise fees. 126464

Despite India's lack of participation in the FIFA World Cup, the event served as a major catalyst for fan engagement and viewership. 3. Spending Categories