“The Olympics are such a big deal and mean something to nearly all Finns in one way or another that the high level of interest in the Finnish Olympic team is very understandable.” 

This is how Klaus Virkkunen, Research Director at Sponsor Insight Finland, summarizes the “Most Interesting National Teams” section of the annual Sponsor Navigator survey. Virkkunen also notes that this is not the first time the Finnish Olympic team has ranked first. 

– Both Summer and Winter Olympic Games years boost interest in the Olympic team among Finns. It’s also worth noting that the Olympic team brings together many different sports and their strong national teams. In other words, strong sports and the public’s interest in them also bolster the Olympic team’s standing, Virkkunen explains.

The Most Interesting National Teams / Sponsor Navigator 2026

1. Olympic Team Finland
2. Men’s National Ice Hockey Team
3. National Athletics Team
4. National Cross-Country Skiing Team
5. National Biathlon Team 

According to the study, approximately 2.15 million adults in Finland are interested in the Finnish Olympic team. 

– The Olympic team is the whole nation’s team. The variety of sports and the amazing athletes bring joy and unforgettable moments to millions of Finns. The group of over two million people interested in the team include men and women in roughly equal proportions, representing the entire country in terms of geography, demographics, and socioeconomic status, explains Timo Ronkainen, CEO of the Finnish Olympic Committee Marketing Ltd. 

The research findings reflect the interest among the adult population, but Ronkainen also highlights children and young people. 

– At the recently held Olympic Day event we saw the Olympic Stadium filled with the joy of children and young people being active. Moments like these remind us just how important our athletes and national teams are as role models. Sport has a huge impact on our entire society.

Sponsor Navigator Survey 

For the 21st time, Sponsor Insight’s annual Sponsor Navigator survey identified what interests Finns most in the worlds of sport and culture. This in-depth study of the worlds of sport and culture surveyed more than 3,100 Finns aged 18 and older via an online panel in February and March. The sample is representative of Finland’s demographic structure in terms of age, gender, and region of residence. The survey compared a total of 62 different sports. 

For more information
Klaus Virkkunen, Research Director
klaus.virkkunen@sponsorinsight.fi
+358 40 584 1157