Improving the attractiveness of ski jumping in Finland
Salzano, Sabrina (2013)
Salzano, Sabrina
Laurea-ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013060312527
https://urn.fi/URN:NBN:fi:amk-2013060312527
Tiivistelmä
Finland has a long tradition of ski jumping, including memorable successes such as the 3 gold medals of Matti Nykänen at the Olympic Games. However, in recent years, Finland’s ski jumpers have achieved disappointing results in the World Cup, and suffered from injuries and retirements. Many young and talented jumpers prematurely ended their careers 5 to 10 years ago, as they did not have the opportunity to reach the national team which was very competitive. Now Finland is lacking talent at the top level, and not enough young jumpers are trained.
This thesis examines the current situation with regard to ski jumping in Finland in order to provide solutions for preventing the decline in the number of jumpers and attracting more children to try the sport. The purpose of this thesis is to identify realistic solutions to implement rapidly and at the lowest possible cost. Raising the interest of young children is a priority but it is also important to keep the motivation high for jumpers between 14 and 20 years old. The other objective of this paper is to provide solutions for increasing the number of spectators during national and regional competitions. With larger audiences, sponsors might be again interested in this sport at international, national or regional levels. Increasing the interest of the media is also important for promoting the sport but also to establish trust and respect.
Diverse research methods were used to collect the necessary data to understand the situation from different angles and to generate solutions. Firstly, press documents and statistics provided by the International Ski Federation were analyzed to acquire an overall picture. Based on these results, a questionnaire for international jumpers was designed. Finnish jumpers also completed a questionnaire including more questions and topics. The data allowed getting the jumpers’ point of view on the sport in general.
In order to answer the question of whether ski jumping is attractive, observation of a study group in different kinds of competitions was conducted. The feedback was important and helped to identify points of failure, especially in terms of communication and promotion.
The long-term aim is to double the number of junior jumpers, which currently number ap-proximately 260, to attract more spectators and sponsors. Ski jumping needs to recreate a positive image, especially for parents, children, the media and companies.
This thesis examines the current situation with regard to ski jumping in Finland in order to provide solutions for preventing the decline in the number of jumpers and attracting more children to try the sport. The purpose of this thesis is to identify realistic solutions to implement rapidly and at the lowest possible cost. Raising the interest of young children is a priority but it is also important to keep the motivation high for jumpers between 14 and 20 years old. The other objective of this paper is to provide solutions for increasing the number of spectators during national and regional competitions. With larger audiences, sponsors might be again interested in this sport at international, national or regional levels. Increasing the interest of the media is also important for promoting the sport but also to establish trust and respect.
Diverse research methods were used to collect the necessary data to understand the situation from different angles and to generate solutions. Firstly, press documents and statistics provided by the International Ski Federation were analyzed to acquire an overall picture. Based on these results, a questionnaire for international jumpers was designed. Finnish jumpers also completed a questionnaire including more questions and topics. The data allowed getting the jumpers’ point of view on the sport in general.
In order to answer the question of whether ski jumping is attractive, observation of a study group in different kinds of competitions was conducted. The feedback was important and helped to identify points of failure, especially in terms of communication and promotion.
The long-term aim is to double the number of junior jumpers, which currently number ap-proximately 260, to attract more spectators and sponsors. Ski jumping needs to recreate a positive image, especially for parents, children, the media and companies.