In T-Media’s recent survey, the Floorball Association proved to be the sports association with the best reputation.
The Olympic Committee’s reputation and trust have declined since last year. The reputation of the Ice Hockey League also continued to decline. In T-Media’s recent survey, the Floorball Association proved to be the sports association with the best reputation. The gymnastics association made the biggest rise in popularity since last year.
In a study conducted in August-September, I investigated the reputation of eight sports organizations. 3,342 Finns responded to the Trust and Reputation 2024 survey by giving each organization a reputation number on a scale of 1-5.
– This year, the eight organizations we studied have received a total of around 19 million euros in state general aid, which will be financed from the beginning of 2024 with tax funds from the state budget. Therefore, it is justified to ask about citizens’ image of reputation and the level of perceived trust in sports organizations, the senior expert in charge of the study Nina Laakso argued in T-Media’s press release.
The ratings of the big sports federations are falling
The best sports organizations in terms of reputation were the Paralympic Committee (with a rating of 3.67), the Floorball Association (3.52) and the Gymnastics Association (3.46).
– The good reputation of the Paralympic Committee reflects the solid work that the association does for the status and prestige of para sports. Positive athlete stories and success at the Paralympics also increase interest and appreciation for the committee, Laakso estimates.
Suek, the Finnish Sports Ethics Center, received a rating of 3.29 and the Olympic Committee 2.72.
Among sports associations, the Balloliitto’s rating was 3.37, the Sports Association’s 3.14 and the Ice Hockey League’s 3.10.
– Of the aspects of the ice hockey association’s reputation, the biggest decline has occurred in the image of the workplace, Laakso elaborated.
The reputations of Palloliitto and Urheiluilito also decreased from last year.
T-Media is a company focused on reputation research and strategic advice.