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Study reveals that sports has evolved into something more meaningful

“Sports have evolved into more than just a spectacle where two or more teams or athletes battle it out for fame, glory, and money. Watching sports have evolved into an activity that in itself is imbued with meaning for consumers,” says Phil Tiongson, Havas Ortega’s Head of Data and Analytics.

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Photo by Dan Gold from Unsplash.com

HAVAS ORTEGA’s latest Prosumer research study, “Sports Forward”, finds that for Filipinos, sports are no longer just a pastime or a way to see which individual athlete or team can outplay, outrun, outlast, and outperform the competition. In the eyes of the Filipino Prosumer, sports are far more meaningful than just being a spectacular battle of physical and mental feats.

“Sports have evolved into more than just a spectacle where two or more teams or athletes battle it out for fame, glory, and money. Watching sports have evolved into an activity that in itself is imbued with meaning for consumers,” says Phil Tiongson, Havas Ortega’s Head of Data and Analytics.

He adds, “Filipino Prosumers have become more immersed in sports because of the technological changes that we have seen brought on by the internet and social media. With this deeper immersion also came the evolution of sports as more than just an entertainment and a spectacle. As people became more immersed in sports and news about their favorite sports, they have begun to realize that it plays a significant role in their personal lives and in the bigger society and culture that they live in.”

Sports as a physical, mental, and social salve

Some people may be quick to dismiss sport as a mere hobby, but the newly released study of Havas Ortega proves sports play a far more essential role than that. Sports contribute to physical fitness, mental wellbeing, and good social relationships. 96% of Filipino Prosumers agree that people who play sports are more likely to stay healthy. This is relevant in these times of increased rates of obesity and cardiovascular diseases. It is also particularly relevant during these Covid-19 pandemic times, which sees everyone’s health and immunity being challenged by the coronavirus. 

Sports also imbue participants with important values and life skills such as teamwork, perseverance, and courage in the face of adversity. Sports are also a critical component of our social fabric, bringing together communities and nations. In its survey, the Havas Ortega Prosumer study found that 94% of Filipino Prosumers believe that sports have the power to positively affect various aspects of their lives.

Sports are also seen as a mental and emotional salve, 88% of Filipino Prosumers also believe that people who play sports are more likely to stay healthy mentally and emotionally. This points to a strong belief that sports are in the same category as relaxation, meditation, and other mental health practices that promote mental wellbeing – a necessity during these highly-stressful times of fighting Covid-19.

Sports’ contributions to wellbeing, however, go beyond the personal. In addition to personal benefits, sports also are seen as being able to contribute to the building of a peaceful society. About half (48%) of the Filipino Prosumers consider sports as the best way for people to socialize and build strong, meaningful relationships with one another. Amongst the younger 18-34 year old respondents, 52% see sports as a way to build meaningful social bonds with others. 

On a global scale, sports are also seen by 98% of Filipino Prosumers as a way to broker and maintain peace amongst countries, breaking down the physical, linguistic, and time differences across the world.

Sports is now evolving

Because of the emphasis that Filipinos put on sports, there are new expectations from athlete-celebrities, federations and leagues, and broadcasters of sports events.

More than 95% of Filipino Prosumers believe that professional sports leagues and federations have an obligation to uphold values and ethics within their sports. It is not sufficient that leagues hold events featuring Filipinos’ favorite sports and athletes. Sports managers should ensure that the spirit of sportsmanship, honesty, fairness, cooperation, and teamwork are imbued in and expressed by their teams as they play to win.

Sports fans are more than just spectators, they are beginning to find meaning in patronizing and following sports and athletes. Consumers want to experience sports in a deeper sense. More than three-fourths (77%) of Filipino Prosumers believe fans should be able to interact with athletes regularly, while 94% believe sports brands have an obligation to provide fans with in-person experiences that money can’t buy.

“Fans are devoting so much time, effort, and money to follow athletes and teams, knowing the ins and outs of the trade, fans and fandoms grow their knowledge, network, and influence. With social media, fans today have the platform to communicate their thoughts and voice their opinions. They can be the best ambassadors for sports teams and brands in the future,” Tiongson added.

Sports also play an important role in ensuring equality and inclusion – regardless of gender or race or religion. In fact, 90% of Filipino Prosumers believe media coverage of female athletes is the best way to change perceptions of women and diffuse stereotypes that demean women. 

Additionally, practically everyone in the Prosumer group (99%) believe that sports brands should create athletic apparel that’s more inclusive of all religions, such as the incorporation of the Muslims’ hijab for women.

“Sports have gone a long way from being a mere spectacle and a battle for fame, glory, and money,” says Mr. Tiongson. “Sports are now seen as content that is imbued with meaning and that can contribute to meaningful, positive change in society. Everyone involved in sports – athletes, celebrities, leagues, clubs, federations, and even sporting apparel and retailer brands – should think about their emerged role in the lives of audiences. People look up to them more closely for meaningful inspiration – and they expect more from them.”

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The look and feel of your neighborhood may affect your sleep

Those living in neighborhoods rated as having a stronger sense of safety tended to sleep longer, and that this rating appeared to be shaped by the streetscape.

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Your neighborhood’s “streetscape”—the physical environment of your street—is something that you have probably never consciously thought about, despite seeing it every day. But what if the streetscape was affecting you on a subconscious level and disrupting your sleep? 

This intriguing question is posed by the findings of a study led by Professor Daisuke Matsushita of the Graduate School of Human Life and Ecology at Osaka Metropolitan University. The research team used AI to analyze more than 200,000 Google Street View images to identify visual neighborhood characteristics. They then linked these characteristics to the self-reported sleep of 1,089 working adults living on the lower floors of apartments in Tokyo, who were most likely to be affected by the streetscape.  

They found that those living in neighborhoods rated as having a stronger sense of safety tended to sleep longer, and that this rating appeared to be shaped by the streetscape. Generally, people slept longer in areas with lots of greenery, such as leafy trees, on the street. Similarly, high “enclosure”—meaning many tall vertical buildings and few wide-open spaces—was also associated with longer sleep and fewer insomnia symptoms. 

However, the study also made a surprising finding. The researchers found that highly walkable streetscapes, such as those with more sidewalks and traffic signs, were associated with a lowered sense of safety and shortened sleep duration.  

This suggests that walkability does not always represent a reassuring environment. Instead, a possible explanation is that streets with extensive pedestrian infrastructure are often busier, more crowded, and used by more strangers, which may be perceived as less safe or less relaxing than quieter residential streets.  

“This study demonstrates the potential for evaluating streetscape characteristics across large geographic areas in a cost-effective manner,” Dr. Matsushita said. “Based on the technique used in this study, cities could potentially measure perceived safety, beauty, liveliness, and enclosure as well as pollution and noise.”  

“We hope that opening up this new perspective creates further possibilities for designing healthier neighborhoods,” he concludes.  

The findings were published in Building and Environment.

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Workout or nap? Either can help your sleepless brain, study finds

People who either completed 20 minutes of moderate-to-vigorous exercise or took a 90-minute nap performed about 22 per cent better on memory tests after 30 hours without sleep than those who did neither.

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A short workout or a nap can help protect memory after a sleepless night, a McGill University-led study has found.

Researchers found people who either completed 20 minutes of moderate-to-vigorous exercise or took a 90-minute nap performed about 22 per cent better on memory tests after 30 hours without sleep than those who did neither. The findings, published in Proceedings of the National Academy of Sciences (PNAS), point to practical ways to counter the effects of sleep deprivation.

“Sleep loss affects nearly every aspect of how we think and function, but many people can’t simply stop what they’re doing and get more sleep,” said senior author Marc Roig, Professor in McGill’s School of Physical and Occupational Therapy. “Our findings show that even a brief bout of exercise may help preserve one of our most important cognitive abilities.”

The study involved 54 healthy young adults who stayed awake for 30 consecutive hours under lab supervision. Participants were then assigned to one of three groups: a 20-minute cycling session, a 90-minute nap or a control condition. Three days later, researchers tested their memory for images they had viewed immediately after the intervention. Those who exercised or napped remembered significantly more images than participants who did neither.

Same result, different pathways

While the memory benefits were nearly identical, brain recordings revealed that exercise and napping helped in different ways.

Napping appeared to help the brain recharge, making it easier to take in and remember new information. Exercise, by contrast, helped the brain use its remaining resources more efficiently, without making participants feel more tired.

The findings could eventually inform fatigue-management strategies in workplaces where sleep loss is common and mistakes can have serious consequences, such as health care, transportation and emergency response.

“A nap isn’t always possible in the middle of a shift,” said first author Madhura Lotlikar, a doctoral candidate in McGill’s Department of Neurology and Neurosurgery. “Exercise is accessible, inexpensive and easy to implement. That makes it a promising tool to help people stay cognitively sharp when sleep is limited.”

The researchers emphasize that exercise cannot replace sleep, but it may help people function better when getting enough rest isn’t possible.

About the study

Protecting episodic memory after sleep loss: Similar benefits of exercise and naps via distinct neural contributions” by Madhura Lotlikar and Marc Roig et al., was published in Proceedings of the National Academy of Sciences of the United States of America.

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Study links coffee consumption to metabolic health and sex hormones

Despite having a similar body mass index (BMI), individuals with higher coffee consumption had lower total and visceral fat and greater skeletal muscle mass than those who consumed less coffee.

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Coffee is one of the world’s most widely consumed beverages, and previous research has linked its consumption to a lower risk of conditions such as type 2 diabetes and cardiovascular disease. However, the biological mechanisms behind these benefits remain unclear. A new Finnish study links habitual coffee consumption to healthier body composition and metabolic markers, while revealing distinct associations with sex hormones in men and women.

The study, conducted at the University of Oulu, analysed data from 2,264 participants aged 46 in the Northern Finland Birth Cohort 1966. Researchers examined how habitual coffee consumption was associated with circulating metabolites, cardiometabolic risk markers and sex hormones.

Despite having a similar body mass index (BMI), individuals with higher coffee consumption had lower total and visceral fat and greater skeletal muscle mass than those who consumed less coffee.

In both men and women, higher coffee consumption was correlated with lower circulating levels of branched-chain amino acids, biomarkers that have previously been linked to insulin resistance and an increased risk of type 2 diabetes when chronically elevated.

The strongest sex-specific associations were observed in men. Higher coffee consumption was linked to a more favourable glucose–insulin profile, higher concentrations of total and bioavailable testosterone, and increased levels of sex hormone-binding globulin (SHBG). At the same time, free testosterone and the free androgen index were modestly lower. In women, hormonal associations were more limited and were primarily characterised by higher SHBG and lower measures of free androgens.

“Coffee is consumed by millions of people every day, yet we still know surprisingly little about how it relates to our metabolism and hormones. What stood out in our findings was a distinct hormonal signature that didn’t disappear even after we took into account BMI and lifestyle factors, with several of these associations differing between men and women,” says Luca Verroest, lead author of the study and Doctoral Researcher at the University of Oulu.

The results suggest that hormonal pathways may partly explain the relationship between coffee consumption and metabolic health. However, as this was an observational study, the findings demonstrate associations rather than cause-and-effect relationships.

The study is particularly relevant in Finland, one of the world’s highest coffee-consuming countries, where annual consumption averages around 11.8 kilograms per person.

The researchers say the findings provide a foundation for future studies aimed at determining whether coffee itself drives these biological changes and identifying the compounds responsible. These questions are currently being investigated in animal models, with the long-term goal of progressing to human intervention studies. Further research will be needed before the findings could inform dietary recommendations.

The study, Associations of habitual coffee intake with testosterone and cardiometabolic markers: the Northern Finland Birth Cohort 1966 study, has been published in the European Journal of Nutrition.

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