Finnish sports and exercise need to rethink and rebrand.
Scandals, corruption, doping and rule of law are constantly eroding the prestige of sport. The most recent example was the International Hockey Federation’s long-running twist on whether the Spring World Cup can be held in Belarus.
The hustle and bustle has eroded the prestige and reputation of sports – especially competitive sports. The public debate reiterates the idea that “exercise is a good thing, but there are problems in top sports”.