by Arto Kuuluvainen
Vol. 17 2026, pages 53–69
Published April 8, 2026
https://doi.org/10.24834/sssf.17.3
Abstract
This article examines how sports spectatorship contributes to national identity in the Nordic countries, with a particular focus on the culturally exceptional position of ice hockey in Finland. Using two survey datasets—a comparative Nordic survey from 2022 (N=4000) and Finnish brand-perception data from 2018 (N=850)—the study analyses national pride and satisfaction related to international sporting success, as well as patterns of sports following through media and live attendance. Finland reports the highest levels of sports-related national pride, and satisfaction with national sports results is high and comparable to Denmark. Domestic following patterns reveal clear cross-national differences: ice hockey is the most followed sport in Finland, whereas football dominates in Sweden and Norway, and Denmark stands out with handball as the strongest domestic spectator sport alongside football. Finland’s internal patterns further indicate gendered spectator publics, with men reporting higher sports-related national pride and substantially higher following of ice hockey and football than women. Internationally, Finnish audiences diverge from a football-centred consumption pattern, showing comparatively stronger engagement with the NHL and motorsports (Formula 1), alongside continued interest in skiing and athletics. Finally, brand-perception results show that the Finnish men’s national ice hockey team (Leijonat) functions as a powerful national brand associated with popularity, perceived quality, and emotional resonance, reinforcing its role as a cultural institution through which national belonging is reproduced and emotionally experienced.
Access full text pdf (17:3)About the Author
ARTO KUULUVAINEN, D.Sc. (Econ.), is a Senior Lecturer and expert at Turku University of Applied Sciences, Finland. His work focuses on sport management, sponsorship, sales, and athlete career transitions. In addition to his academic work, he has held practical roles in Finnish sport clubs, currently serving on the board of the elite volleyball club Hurrikaani-Loimaa and previously contributing to football club FC TPS.