We want to win, but not at any cost
The strength of Finnish sports has never been based solely on the scoreboard. It has been based on how those results are achieved. We have a deep understanding, developed over decades, that success without values is empty. That is why the principle “we win the right way” forms the foundation of Finnish sports. Both words are equally important: we win, because elite sports are about achieving results, and the right way, because success is only achieved by following the rules and respecting human dignity.
In its new strategy, the Olympic Committee has stated that, together with the sports federations, we will focus our efforts even more strongly on success in elite sports. This is absolutely essential. Finns deserve successful athletes, successful teams, and moments that unite the entire nation.
But the pursuit of success must never mean that the means become secondary.
The Finnish sports model is based on the idea that athletes are whole people. We want successful athletes and teams where people feel good. This is no compromise when it comes to success—quite the opposite. It is a recipe for success rooted in human dignity. Long-term elite sports thrive in environments where respect, security, and fairness are taken for granted.
The discussions of recent days—for example, regarding the events in synchronized skating—remind us why ethical guidelines exist. The same phenomenon has also been addressed in Jatta Muhonen’s recent study. The sports community is built on trust: trust between athletes, coaches, clubs, sports federations, and society as a whole. When this trust is broken, the matter must be taken seriously.
There must be no double standards in sports. The same rule applies to everyone.
Elite sports are demanding, and the pursuit of top international rankings requires an exceptional level of commitment that not everyone can handle. Yet the quest for the top must never come at the expense of leaving people broken or with shattered self-esteem. Therefore, coaches and the entire system must, despite high goals, recognize the rights of children and young people and safeguard the athlete’s human dignity and well-being. This must continue to be a central part of Finnish coach education.
The primary mission of the Olympic Committee and its member organizations is to foster respect for sports in Finland. This cannot be achieved through campaigns or speeches. Respect is earned through actions—by doing the right thing even when it is difficult.
Sometimes this also means that shortcomings are brought to light. This can feel uncomfortable, especially when you’re in the media spotlight. But transparency and a sense of responsibility are the only way to maintain trust and earn respect.
The credibility of sports is its most important asset.
We can only be genuinely proud of our athletes when we know that their successes are truly deserved. When we see the results and know that they were achieved with respect for the rules of the sport, their opponents, and all members of the sporting community.
Finnish sports do not strive to win at any cost.
We are striving for a victory that will stand the test of time — a victory we can stand behind with a clear conscience.
That is why the message from Finnish sports is clear: Together, we win. And above all: we win the right way.