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UEFA and Nielsen report: The image of the Albanian Football Association is improving

2026-06-23 15:38:00, Sport CNA

UEFA and Nielsen report: The image of the Albanian Football Association is


The Albanian Football Federation has improved its image in the public opinion in recent years. This is confirmed by the “UEFA Grow Market Research” report, carried out by UEFA in collaboration with the prestigious agency Nielsen, which analyzes the perception of the Albanian public about football and the institutions that govern it.

According to the study, the net positive perception of the AFF has increased from 47% in 2016 to 52% in 2026. The report also shows that 47% of respondents have a strong positive image of the Federation, an indicator that is higher than the European average and higher than that of other sports organizations in Albania.

The findings of the report show that the level of recognition of the role of the Albanian Football Association (AFHA) in the administration, development and promotion of football is significantly higher than the European average. According to the study, citizens' confidence that they understand the role and activity of the Federation is 43% higher than the European benchmark.

The report shows that the more well-known the Federation's work is to the public, the more positive the perception towards it. Among citizens who declare that they are well-acquainted with the AHF's activities, 83% express a positive opinion of the institution.

In terms of values ??associated with the Federation, Albanians describe the AFF as a respectful, progressive, responsible and competent organization.

These perceptions become even stronger among those who are more informed about the Federation's activities and projects.
One of the most significant findings of the report relates to the reasons why the public has a positive opinion of the AFF.

Most respondents link this perception to the continuous progress and improvement of Albanian football, the development of football for children and youth, investments in infrastructure, as well as the successes of the Albanian National Team in the international arena.

The study also highlights the high level of awareness of the Federation's initiatives. A full 63% of Albanians declare that they are aware of at least one project or initiative of the Albanian Football Association. The "100 Fields Project" is the most well-known initiative, while the "Topi Yt" program generates a strong emotional impact and positive perception among the public.

The report shows that 68% of Albanians associate the Albanian Football Association with the Albanian National Team, an increase compared to 2016, reflecting the influence of national teams on the identity and image of Albanian football.

Another important indicator is public support for the further development of football. According to the study, 85% of respondents believe that football should be supported more financially, while 81% believe that additional policies and initiatives are needed for its development.

The report's findings confirm that investments, development projects and results achieved in recent years have contributed to strengthening the image of the Albanian Football Federation and increasing public trust in its role in the development of football in the country.





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