Titled Implementing Good Governance Principles in Sports Organisations, the white paper was conducted by two companies owned by WPP, Burson-Marsteller and TSE Consulting.

It claims to reveal the "depth of the current crisis in the industry".

A total f 92 per cent of city decision-makers say that governance issues are a major concern when deciding to bid for a sporting event, they found.

Another 60 per cent of those polled say current problems,including corruption scandals a tthe International Association of Athletics Federations and football world governing body, FIFA, are affecting whether they will partner with a sports federation.

“Sport has the ability to heal divisions, transcend differences and inspire generations," said Sir Martin in a keynote address today to open the Digital Summit here at the SportAccord Convention.

"It is about belief, commitment and purpose, values that sports organisations should be building their brands around and promoting in society.

"But from the challenges facing sports governing bodies spring tremendous opportunities to rebuild, enhance reputations and adapt for the future.

"Adapt or die.

"Or, in a more positive sense, adapt and thrive."

The Game Changer model, developed in response to these problems, is billed as a step-by-step methodology which combines good governance criteria with a powerful reform and communications strategy. 

It consists of a realignment phase which includes defining the organisation’s purpose, gathering relevant information and stakeholder opinions via polling and then repositioning the organisation accordingly.

This will be followed by a "roll out" phase which includes developing the communications strategy to support the governance changes, putting the plan into action and measuring the ensuing results.

“Our new model provides a valuable tool for any sports organisation to implement real reform," said TSE Consulting managing director Lars Haue-Pedersen, whose company amalgamated with Burson-Marsteller earlier this year.

"But it also offers sports bodies an exciting opportunity to turn what would otherwise be just a painful obligation to reform into a platform for future growth,"

Donald A. Baer, Burson-Marsteller's worldwide chair and chief executive, claimed the new white paper provides International Federations with a "practical and powerful" model for reform.

“Mere compliance, or simply updating the rules and regulations, will not be enough to repair the damaged reputations of IFs or for them to regain the trust of their key stakeholders," he added.

"To change perceptions and build new trust, IFs must first clearly define their fundamental purpose in this new era.

"Purpose must be the foundation of their reform strategy - which, in turn, must be communicated widely to their stakeholders.”  

The new white paper is available by clicking here.