The Albanian Football Association has improved its public image over recent years. This is confirmed by the “UEFA Grow Market Research” report, conducted by UEFA in cooperation with the prestigious agency Nielsen, which analyses public perception of football in Albania and the institutions that govern it.
According to the study, the net positive perception of the AFA has increased from 47% in 2016 to 52% in 2026. The report also shows that 47% of respondents have a strongly positive image of the Federation, a figure that is higher than the European average and higher than that of other sports organisations in Albania.
The findings highlight that the level of awareness of the AFA’s role in administering, developing, and promoting football is significantly above the European average. According to the study, citizens’ confidence in understanding the Federation’s role and activities is 43% higher than the European benchmark.
The report shows that the better known the Association’s work is among the public, the more positive the perception becomes. Among citizens who say they are well informed about FSHF activities, 83% express a positive opinion of the institution.
In terms of values associated with the Association, Albanians describe the FSHF as a respectful, progressive, responsible, and competent organisation.
These perceptions are even stronger among those who are more informed about the Association’s activities and projects. One of the most significant findings of the report relates to the reasons why the public holds a positive opinion of the AFA.
Most respondents link this perception to the progress and continuous improvement of Albanian football, the development of youth and grassroots football, investments in infrastructure, and the successes of the Albanian national team on the international stage.
The study also highlights a high level of awareness of Association initiatives. A total of 63% of Albanians say they know at least one FSHF project or initiative. The “100 Pitches” project is the most recognised initiative, while the “Topi Yt” programme generates a strong emotional impact and positive perception among the public.
The report shows that 68% of Albanians associate the FSHF with the national team, an increase compared to 2016, reflecting the impact of national teams on the identity and image of Albanian football.
Another important indicator is public support for further football development. According to the study, 85% of respondents believe football should receive more financial support, while 81% consider that additional policies and initiatives are needed for its development.
The findings confirm that investments, development projects, and sporting results in recent years have strengthened the image of the Albanian Football Association and increased public trust in its role in developing football in the country.
