The reputations of Finnish sports federations are on the decline – the Paralympic Committee is the most reputable of these organizations
According to T-Media’s Reputation&Trust, the reputation of sports organizations ranges from good to moderate. The Paralympic Committee is the most reputable organization in the survey, while the Floorball Federation is the second organization to have earned a good reputation. The Finnish Ice Hockey Association saw the largest decline in reputation in the survey.
Reputation&Trust survey of sports organizations and federations, conducted by T-Media in September, examined the reputation of eight Finnish sports organizations and the level of trust the general public places in them based on their activities.
Nina Laakso, Ph.D., a senior expert at T-Media who led the study, previously served as research director at the Finnish Center for Ethics in Sports (SUEK). Nina specializes in organizational analysis, management, and, in particular, ethical leadership.
The reputation of the sports organizations surveyed in this year’s study ranges from good to moderate. Among organizations serving the entire sports sector, the Paralympic Committee has a good reputation (3.57), SUEK ry has a moderate reputation (3.29), and the Olympic Committee has a moderate reputation as well (3.01). The study used a five-point rating scale (1–5).
The reputation of the sports federations surveyed ranges from good to fair. As was the case last year, the Floorball Federation (3.50) has the best reputation.
“In this study, the importance of leadership in sports organizations has grown even further. Leadership has a significant impact on the support sports organizations receive from stakeholders. Respondents to the study feel that sports leadership should be required, in particular, to provide better financial management, stronger financial focus, and greater investment in youth and women’s sports,” says Nina Laakso.
When it comes to sports federations, many cite the workplace as the most influential factor affecting their operations.
“Good employment practices should also be viewed as a broader aspect of social responsibility. Young people run sports camps for children or serve as game coaches. As a result, sports organizations, such as local clubs, are often the first employers for young athletes.”
SUEK's reputation is at a moderate level – the Olympic Committee's reputation has improved since last year
Finns rate the reputation of the Finnish Center for Sports Ethics (SUEK) as moderate. The survey shows that SUEK is a relatively unknown organization among Finns.
“As was the case last year, respondents feel that SUEK can improve its reputation by providing more information about its activities, increasing transparency in its communications, and engaging in more transparent and active interaction. Proactive action is more effective than the current reactive approach,” says Laakso.
The Olympic Committee’s reputation has improved since last year. To further enhance its reputation, Finns expect the Olympic Committee to have a stronger public presence and greater influence.
“The rise in reputation to a moderate level is likely due to the organization’s stabilization; under the new leadership, the organization has avoided scandals,” Laakso says.
Sports federations' reputations are on the decline – the biggest drop was seen in the Ice Hockey Association
The reputation of all sports federations declined based on last year's results. The biggest drop in reputation was seen in the Ice Hockey Association.
“The Finnish Ice Hockey Association’s reputation survey reflects the ethical issues surrounding the sport. The respondents in our study feel that the Finnish Ice Hockey Association needs to make its organizational culture more ethically and socially responsible. The Gymnastics Federation is also being called upon to foster a healthier and safer culture within the sport,” says Laakso.
This year, several sports federations had their government subsidies cut due to ethical lapses. Through their organizational culture, sports organizations influence their reputation and the level of trust Finns place in them.
“Sports organizations facing financial difficulties must be given the right to receive public funding. One might well ask why the sports sector only responds to calls for the development of ethical, moral, and responsible practices through the imposition of sanctions,” says Nina Laakso.
“Survey respondents increasingly expect sports organizations to uphold socially important values, such as investing in sports for children and young people, promoting equality and tolerance, and creating a healthy and safe environment.”
HOW WE CONDUCT OUR RESEARCH
T-Media’s Reputation&Trust survey of sports organizations and federations examined the reputation of Finnish organizations among the general public. The survey examined three Finnish sports service organizations: the Finnish Olympic Committee, the Finnish Paralympic Committee, and the Finnish Center for Sports Ethics (SUEK). From among the sports federations, the five that received the most state aid in 2023 were selected for the survey: the Finnish Ice Hockey Association, the Finnish Football Association, the Finnish Floorball Federation, the Finnish Sports Federation, and the Finnish Gymnastics Federation.
The reputation of sports organizations was measured Reputation&Trust , which evaluates reputation based on eight factors: governance, finances, leadership, innovation, engagement, products & services, workplace, and responsibility.
Data for the study was collected via an online survey between September 1 and September 19, 2023. A total of 2,993 Finns participated in the study. The analyses of sports organizations are based on over 1,600 validated organizational evaluations submitted. The survey’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence. The statistical margin of error for the entire data set is at most approximately 1.79 percentage points in either direction.
For more information:
Nina Laakso, Senior Advisor, T-Media
+358 400 808 940
nina.laakso@reptrust-staging.fi-p.seravo.com
