A new research group at Turku University of Applied Sciences is strengthening the vitality and impact of sports

The research group brings together sports, business, and applied research. The goal is to develop practical solutions for the day-to-day operations and decision-making of sports clubs, sports federations, and companies.

Sports promote well-being and a sense of community, while also creating significant business and development opportunities.

A wide range of sports-related research and development is conducted in Finland, but there has been a clear need for activities that are specifically work-oriented and focus on the day-to-day operations of sports organizations.  

A research group recently established at Turku University of Applied Sciences is addressing this by bringing together expertise in sports, business, education, and research.

– Sports are about so much more than just competition. They’re about communities, business, well-being, and regional development. We want to build a bridge between applied research and everyday sports and to produce information and tools that help organizations develop, says Arto Kuuluvainen, head of the research group.

From the Needs of Stakeholders to Concrete Actions

The “SVI – Sport, Vitality & Impact” research group focuses in practice on the management of sports organizations, sponsorship, and fundraising, the impact of sporting events, sustainability, volunteerism, and career transitions for athletes and coaches.

The group brings together clubs, sports federations, companies, public sector organizations, and international university partners whose shared goal is to enhance the vitality and impact of sports.

– Our work is based on collaboration and driven by the needs of the field. We carry out various projects, studies, training sessions, and workshops. In addition, we support our partners in project planning, preparing grant applications, and addressing issues related to management, sponsorship, and fundraising, Kuuluvainen explains.

Strengths include research expertise and sports management

In addition to their academic expertise, the members of the new research group have extensive experience in the practical management and development of top-tier sports clubs, commercial operations, international projects, and collaboration with sports stakeholders.

According to Kuuluvainen, this helps in developing solutions that meet the actual needs of sports organizations. At the same time, the research group strengthens Turku University of Applied Sciences’ position as an expert on the vitality and impact of sports, both nationally and internationally.

– We want to bring research closer to everyday life. Sports clubs, sports federations, and events need not only research-based knowledge but also an understanding of how to put that knowledge into practice.

New Career Paths for Athletes

The research group also aims to develop mentoring and training programs for athletes, coaches, and other sports professionals, as well as to establish career paths for them.

– The key question is how the skills acquired through sports can be better identified and utilized in the workplace, Arto Kuuluvainen reflects.

One example of the group’s international activities is the ATTACH-U – Athletes’ Transition Tools for Achieving Horizons project, which is co-funded by the European Union and aims to develop tools to support career transitions after the end of an athletic career.

Among other things, this collaborative project will produce educational and training materials, as well as recommendations for sports organizations, educational institutions, and employers. The project will run through October 2028.

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