The UEFA Grow Market Research report, conducted by UEFA and Nielsen, highlights the key factors influencing fans’ perceptions of the Albanian Football Association and its institutional reputation.
The study analysed 24 different reputation indicators, grouped into nine main areas, in order to identify the elements that most strongly contribute to a positive image of the AFA among football fans.
According to the findings, the three most important factors shaping a positive perception of the Federation are institutional competence, elite-level sporting results, and the ability to manage and develop football in the country.
The report shows that the AFA is particularly valued for its high-level sporting achievements, including the success of national teams, the development of young talent, and its contribution to producing referees at elite level competitions.
Another highly appreciated element is the competence in governing Albanian football. The study indicates that the Federation is viewed positively for its leadership and its work aligned with clear strategic objectives for football development.
The reputation analysis also shows that the AFA performs well across most areas considered essential for building a positive institutional image. Fans particularly value its governance, sporting results, and long-term vision for developing the game at all levels.
The report also highlights the importance of continued investment in football administration and development, both on and off the pitch. Further improvements in sports infrastructure and stronger engagement with stakeholders are identified as areas with significant potential for future growth.
Another key indicator relates to institutional trust and integrity. According to the study, responsible and ethical governance of football remains one of the most important factors directly influencing the Federation’s reputation.
Overall, the findings confirm that sporting results, institutional leadership, and football development efforts are the main drivers shaping fans’ positive perception of the Albanian Football Association and its activities.
