This research project, conducted as part of my MSc in Sports Business Management, explored how corruption within international and national sports organizations affects trust—both from the public and from athletes. Titled “Whistleblown”, the project took a mixed-methods approach, combining survey data from 149 respondents with qualitative interviews, to understand not just the perceived prevalence of corruption, but how it influences integrity, interest, and confidence in the governance of sport.

We examined cases from organizations including FIFA, the FIA, the IOC, and USA Gymnastics, and studied corruption across disciplines such as doping, match-fixing, bribery and systemic abuse. Our findings revealed a clear trend: widespread awareness of corruption and low confidence in governing bodies to address it effectively. Trust, once lost, proved difficult to restore.

Key Findings

Corruption in sports is widely perceived as systemic, undermining trust, integrity, and fan engagement, with 85% of respondents believing it is widespread and over 56% reporting it decreases their interest in sports.

Discussion of Findings

The findings highlight a clear and systemic trust gap between the public, athletes, and the organizations that govern sport. A significant majority of respondents perceived corruption as widespread, suggesting that issues such as doping, bribery, and financial mismanagement are not seen as isolated incidents, but rather as entrenched patterns across different disciplines and governing bodies.

This perception has measurable consequences. More than half of respondents indicated that corruption diminishes their interest in following a sport, a result that aligns with previous studies linking ethical scandals to reduced fan engagement. High-profile cases involving FIFA and the IOC were particularly influential, reinforcing the idea that corruption at the top levels erodes trust not only in organizations but in the sport itself.

The interviews provided critical context behind these numbers. Athletes and industry professionals voiced a common theme: frustration with the lack of meaningful consequences for governing bodies and senior figures involved in scandals. Many interviewees expressed that publicized "reforms" often appear reactive rather than transformative, contributing to a cycle of skepticism. Rather than restoring faith, superficial measures may actually deepen cynicism among stakeholders.

An important nuance that emerged was the emotional weight of these breaches of trust. For many respondents and interviewees, corruption did not just damage the reputation of an organization, it altered their personal relationship with the sport. Athletes, in particular, described feeling disillusioned when governing bodies failed to protect their rights or uphold basic principles of fairness. This emotional disconnect is critical, as it indicates that restoring trust requires more than policy changes; it demands a cultural shift in how sport organizations view accountability and transparency.

Finally, the survey showed that while sports organizations were overwhelmingly seen as the primary actors responsible for addressing corruption, governments, the media, and athletes themselves were also recognized as playing important secondary roles. This points to the need for multi-stakeholder approaches to reform, rather than placing the burden solely on federations to police themselves.

In short, the project illustrates that corruption in sport is not just a reputational issue, but rather a profound challenge to legitimacy, loyalty, and the future sustainability of the industry.

Reflections

This project felt personal from the start. Coming from the horse industry, both as an athlete and later as a coach, I have seen how corruption undermines more than just rulebooks. In equestrian sport, trust is fundamental. You rely on your horse, your coaches, and the system around you to uphold fairness, safety, and integrity. When that trust is broken, the consequences ripple through the entire culture of the sport.

Throughout the project, I kept thinking about the quieter ways corruption shows up. Not just in high-profile scandals, but in the loss of belief among athletes, the quiet withdrawal of fans, or the moments when someone wonders if doing the right thing is even worth it. It reminded me that the damage isn't always loud, but it is lasting.

Our findings showed just how deep that loss of trust runs, and how difficult it is to repair. People don’t disengage because they stop caring. They disengage because they feel let down. What sport stands for has to be protected actively, not just claimed passively. Trust isn't something that can be restored with statements. It has to be earned through action and consistency.

This research gave me a clearer view of what is at stake. Sport, at its best, brings people together. But that only happens when the systems behind it reflect the same values we expect from athletes themselves. Fairness. Accountability. Respect.