Culture First: How Sports Federations Should Shape the Game
From gold medals to packed stadiums and unforgettable moments, sport has the power to unite, inspire and transform lives. A strong culture within the sport is what drives that magic, by fostering trust, integrity and joint sense of what constitutes long-term success, both on and off the field. And that common culture is critical for maintaining credibility and impact.
According to the National Sports Governance Observer’s 2021 report, federations around the world scored an average of just 40% on governance standards. That’s not just a shortfall. It’s a real risk.
Long-term success isn’t about performance alone. It depends on solid foundations, both strategy or structure, and, importantly, culture and shared values. A culture that’s intentional, people-centred and rooted in shared values felt across every part of the organisation.
Culture as the Unseen Gameplan
Culture often goes unnoticed until it’s tested. Edgar Schein’s iceberg model shows that the most powerful parts of culture lie beneath the surface. When pressure rises and rules fall short, these shared foundations guide decisions.
Culture often goes unnoticed until it’s tested.
Without them, individuals fall back on personal judgement. Decisions become inconsistent, trust erodes and cracks appear.
Sports federations are about much more than rules and rankings. They shape how people lead, respond to pressure and treat each other. A clear mission and vision matter, but without a strong cultural core, everything else is at risk.
Building a Deliberate Culture: The Internal Playbook
Culture can’t be left to chance. Here’s how sports federations can create one that prevents harm, builds trust, and supports performance.
1. Define and contextualise your values
Words like “respect” and “team spirit” are good starting points. But what do they mean day-to-day? What does respect look like when selecting clubs, or handling referee disputes? Make values practical, relatable and relevant to everyone, from board members to athletes.
2. Make codes of conduct meaningful
Avoid treating rules as box-ticking exercises. Codes of conduct should reflect core values, not just legal obligations. Keep policies simple, current and clearly connected to real behaviours. A code of conduct should be a living document, not a forgotten PDF.
3. Lead by example
Leaders set the tone. When challenges arise, their actions speak louder than any speech. Authenticity, accountability and integrity must be visible every day, especially in difficult moments.
4. Create space for learning and honest dialogue
Culture evolves. Encourage questions, feedback and reflection. Treat concerns not as threats but as opportunities to improve. When people feel heard, they engage, and culture grows stronger.
5. Reward the right behaviours
Celebrate more than trophies. Recognise the everyday moments that embody your values: the staff member who speaks up, the athlete who supports a teammate, the coach who prioritises wellbeing. These actions shape culture just as much as wins.
If long-term success matters, it’s time to ask:
- What does our culture really look like?
- Where are the cracks?
- Are our values truly lived, or are they just listed?
Sport has the power to inspire. But that power depends on the organisations behind it. And it starts within: in leadership meetings, staff conversations, selection committees and whistleblowing procedures. Because the game doesn’t start on the field.
About Leidar
Leidar is a global communication consultancy that helps clients set their course, navigate and communicate effectively. This is Leadership Navigation.
Charlotte Lepesqueux
Consultant, based in Geneva
Her previous experience at leading global cruise line, MSC Cruises, shaped her passion for bringing communication strategies to life.