Other trends highlighted in the report included large rises in Northern Ireland, which was put down to a relaxation in the licensing laws and growth of the leisure industry since the peace process began, and changes in children's drinking habits.

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Sims references a little better by the name of Muhammad Yunus, who launched the microfinancing industry with Grameen Bank and won the Nobel Peace Prize in 2006.

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Despite pressures on attendance and sponsorships in recent years, the sports industry can bank on the resiliency of television money and labor peace (the NFL, NBA and Major League Baseball recently signed long term labor deals) to provide a steady backbone throughout the industry, Fitch thinks.

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