Determinants of Image and Image Fit: A Study of Four Sports and Their Domestic and International Governing Organizations

This study examined the determinants of image and image fit between a sport and its domestic and international governing bodies. Data were collected using eight online surveys (n = 1,862). Each of the eight surveys focused on a single sport and either its national or international governing organization (e.g., athletics and the International Association of Athletics Federations (IAAF) or athletics and the German Athletics Federation). Regression analyses revealed that sport interest, trust, age, and gender significantly influenced the overall image fit of the sport with the organization. Trust was significantly associated with both sport image and organization image. Sport organizations should become more adept at leveraging their association with their (positively viewed) athletes and their sport. To leverage the link with their sport, sport organizations should associate themselves with “feel good” dimensions of their sport. This study is the first to examine image fit between a sport and its domestic and international governing organization.