The International Hockey Federation (FIH) has been named as one of the category winners in the inaugural SportBusiness Ultimate Sports Federation Awards and second overall. The SportBusiness Ultimate Sports Federations Awards consist of analysing an initial cut of 30 international federations and associations and asking them to complete a detailed survey across nine key categories – Events Calendar and Strategy; Global Popularity and Expansion; Marketing and Communications; Commercial; Branding; Innovation; Governance and Transparency; Legacy/Environment; Inclusivity. FIH was shortlisted in six of these nine categories.
The first-ever SportBusiness Ultimate Sports Federation Award, was announced at the SportAccord Convention World Sport & Business Summit in Sochi, Russia.
The International Basketball Federation (FIBA) landed the top overall award. Then the International Hockey Federation (FIH), followed by the International Table Tennis Federation (ITTF) in third place, the International Equestrian Federation (FEI) in fourth place and the International Olympic Committee (IOC) in fifth. Thirty international sports federations and associations made the shortlist for the prestigious title.
FIH was ‘top dog’ in the Branding category, which is a brilliant result for FIH and hockey. SportBusiness explained how FIH scooped the category; “the judges said that having a strong brand is becoming increasingly important for organisations to create a point of difference, adding that it is no different within sport. They added that the FIH is a strong brand built with an architecture of an endorsed-brand approach and a corporate brand approach.”
In 2014, FIH launched a new ten year strategy entitled a ‘hockey revolution’ designed to unite the hockey community. With a single minded ambition of a sport that inspires the next generation FIH has four key goals for hockey, one of which is to ‘build a powerful recognised image for hockey’. This Award demonstrates that the revolution has started as FIH delivers industry recognised fan-centric brands.
FIH President Leandro Negre on hearing the news said: “I am delighted that we have won the branding category and received recognition for our brand and its architecture. This award is proof of the strength of our brand and the importance we attach to the value of branding. It also demonstrates that FIH is living our brand values in everything that we do.”
Go Hockey News viewpoint
The recognition of this award is a great step forward for hockey overall and hockey should be proud. However as a sport it must strive to be a leader in sports marketing globally and at all levels of hockey organisation. What is happening at the top must filter down the hockey organisation chain to club level to ensure our sport edges its way to becoming one of the world wide recognised professional sports. If you were to ask club hockey players throughout the world what is the unified branding for the hockey community will we hear the answer ‘Hockey Revolution’. It is certainly not ‘tagged’ anywhere to two southern hemisphere country websites.
The SportBusiness Ultimate Sports Federation Award – Winners by Category:
Overall Winner – Ultimate Sports Federation of 2015
FIBA (International Basketball Federation)
Events Calendar and Strategy
FIBA
Global Popularity and Expansion
ITTF (International Table Tennis Federation)
Marketing and Communications
FEI (International Equestrian Federation)
Commercial
FIBA
Branding
FIH
Innovation (joint winners)
FIBA
ICC (International Cricket Council)
Governance and Transparency
IOC (International Olympic Committee)
Legacy/Environment
FIS (International Ski Federation)
Inclusivity
IPC (International Paralympics Committee)
Source: adapted FIH
