1. EWS-CONFERENCE Helsinki 9.6.2000 Money stinks - sport stinks too ? Aalto, Päivi & Puronaho, Kari University of Jyväskylä Finland (Sponsored by Ministry of Education )

2. Aims of the study To estimate, how much money was spent in Finland on women’s sport in 1998 Households Sport clubs National sport federations (NSFs) Municipalities The State Employers

3. Research Material 500 balancing of the accounts 30 annual reports 80 analysis of sport facilities interviews in the ministry of Education, in sport institutes 50 interviews in municipalities 40 interviews in sport organisations 10 contacts with Statistics in Finland 5 interviews in media organisations over 200 sources from research, statistics and litterature….

4. Households Over 2 million households; they spent 6.600 mill. FIM on sport – 40 % to women’s sport Sport shoes (43 % women) Sport equipment (29 % women) Travelling (35 % women) Spectator sport (25 % women) Clothing (55 % women) Sport fees (53 % women) Sport guidance (63 % women) 71 % of men but only 61 % of women had enough possibilities to sport activities (Suomi 2000) 25 % of men but 28 % of women thought, that sport fees are too high (Suomi 2000)

5. Sport Clubs More than 7.000 sportclubs; about 1,1 million members; hundrets of thousands of volunteers Sample 507 sport clubs, with 161.000 members; 37 % female They spent 189 mill. FIM on sport - 2.400 mill. FIM in Finland Sport clubs spent about 27 % on women’s sport Normally the share of female members was the same as the share of the money spent on women sport Biggest budgets 20 biggest sport clubs in sample spent more than 80 % on men’s sport, 10 biggest more than 86 % ice-hockey, ball-games, golf, athletics, skiing

6. Sport Clubs Increasing budgets (1998-2000) 14 out of 100 concentrate on men 4 out of 100 concentrate on women More money than members self-defence and shooting female top-athletes/teams

7. NSFs 73 national sport federations (NSF); the main task is to promote competetive and top-sport We examined 29 NSFs; 251 mill. FIM - 33 % to women’s sport Female members 34 % Normally there was a relation between number of female members and the share spent on women’s sport Variation depends on success in top- level competitions; if you had successful female athletes, NSFs spent also more money on women’s sport Success means in general more possibilities to get e.g. sponsorship agreements and income

8. Municipalities 452 municipalities; 29.000 sport facilities, more than 6.000 persons working in the area; the main task is maintenance and construction of sport facilities and development of sport Jyväskylä 47,2 mill. FIM - 40 % to women’s sport County of Jyväskylä 9,3 mill.FIM - 36 % to women’s sport 5 big cities and 9 middle-sized towns Interpolation to all municipalities in Finland 2.300 mill. FIM - 40 % to women’s sport Sport investments on women sport in municipalities are based on the use of facilities

9. Sport Facilities and Women Ski jumps 0 % Shooting galleries 15 % Motor sport areas 15 % Ice-hockey halls 19 % Artificial ice fields 20 % Ball fields 20 % Tennis courts 27 % Track and field arenas 29 % Bowling alleys 32 % Cross-country-skiing centers 35 % (Suomi 2000)

10. Sport Facilities and Women Finnish baseball fields 36 % Water sport areas 37 % Exercise and ski tracks 39 % Sport halls 40 % Ski resorts 40 % Ice sport areas/fields 42 % Outdoor recreation areas 55 % Swimming halls 59 % Horse sport areas 59 % (Suomi 2000)

11. Municipalities The question of gender has not been under discussion in municipalities Decision-makers have mainly been men Demand/Supply > 1, means quite often commercialization The public sector has not supported women sport enought women gymnastics, aerobics and gym activities are more and more commercialized Also the price of commercialized women’s sport is often high

12. State The Ministry of Education is responsible for the general management, development and co-ordination of the sport sector Sport construction 87 mill. FIM - 40 % to women’s sport Sport institutes 119 mill. FIM - 46 % to women’s sport Sport organizations 133 mill. FIM - 35 % to women’s sport Municipalities 89 mill. FIM - 40 % to women’s sport Sport sciences and others 55 mill. FIM - Scholarshps for athletes 2,5 mill. FIM - 17 % to female athletes The Finnish Sport Budget in 1998 was 497 mill. FIM; about 40 % to women’s sport

13. State Sport facilities biggest state supported investments in 1998 concentrated on ice-hockey arenas 16,3 mill. FIM (women 19 %) and swimming halls 28 mill. FIM (women 59 %) Horse sport areas got 0,2 mill. FIM (women 59 %) and outdoor recreation areas got 0,2 mill. FIM (women 55 %) All the others (44 mill. FIM) were facilities used mainly by men

14. Employers 50 % of emloyees in Finland are women - 62,5 % of women and 69 % of men were working in 1999 Sample 2.935 households Employers supported sport for about 10 % of the respondents Employers spent an average of 29 FIM/month/man and 19 FIM/month/women WHY ? Are women more fit than men ? Is it a bad investment to finance fit women in this case ?

15. Financing of Women’s Sport in Finland Households 40 % (2640 mill. FIM) Sport clubs 27 % (622 mill. FIM) NSFs 33 % (101 mill. FIM) Municipalities 40 % (920 mill. FIM) The State 40 % (199 mill. FIM) Employers 40 % We can estimate, that Finnish households, sport clubs, NSFs, municipalities and the state spent about 11.000 mill.FIM 4.100 mill. FIM (38 %) was spent on women’s sport

16. Women do what ever they want !

17. ”Power” 1) Resources 2) Personalities 3) Organizations (J.K. Galbraith 1973)

18. ”If we have a problem and we can solve it, there is no reason to worry about. If we don’t have a solution to a problem, it doesn’t help, if we worry” Dalai Lama

19. If you want to change the existing system (”LONG WAY”): Activities - Service Quality - Values - Appreciation - Resources (Female decision-makers, volunteers and money) - Activities… Betting - people are interested in money

20. He, who pays the piper, calls the tune ? She, who pays the piper, calls the tune !

21. If you want to change the existing system (”SHORTER WAY I”): More independence inside official sport organizations (e.g. separate budgets) Enlarge existing or create new sport organizations and wake up the sponsors ! Target: ”Sport smells instead of stinking”

22. If you want to change the existing system (”SHORTER WAY II”): AGREE = Act of Gender Related Evaluation of Effects (e.g. financial support to activities and sport facilities) 2000-2004: 55 % of new sport facilities for women - based on needs)

23. If you want to change the existing system (”SHORTER WAY III”): More conscious professionals to maximize the benefits and minimize the negative effects Ombudsman for Equality in Sport 2001-

24. EWS-CONFERENCE Helsinki 9.6.2000 Money stinks - sport stinks too ? Aalto, Päivi & Puronaho, Kari University of Jyväskylä Finland (Sponsored by Ministry of Education )