The Estonian Olympic Committee (EOK) is actively continuing the development of its crowdfunding platform, My Athlete. Launched in July last year, the platform allows anyone to support athletes on their journey to the top. However, it faced significant criticism due to confusion surrounding its initial version. Early feedback highlighted concerns about the selection process for athletes being supported, as participants were left uncertain about the criteria for inclusion and the rationale behind the choices of featured athletes. In response to this feedback, the EOK has made significant modifications to the project, addressing the main issues that stakeholders raised.

Since October, the platform has evolved to represent individual athletes and youth teams as separate fundraising entities, making it clearer for supporters on whom they are backing. EOK's Secretary General, Kristo Tohver, admitted to ERR that clearer communication is one of the critical lessons learned from the project's initial rollout. He emphasized that fundraising must be transparently linked to the athletes themselves, to ensure that supporters feel connected to the cause. The changes are designed to further enhance the platform's effectiveness, ensuring that potential donors understand exactly who they are supporting and why.

Furthermore, Tohver pointed out the importance of private investment in the initiative, which also sparked debates on how such funds should be associated with the athletes. Balancing this financial aspect with the need for transparency will be crucial as the EOK aims to bolster athlete support in Estonia. The ongoing adjustments to the My Athlete platform reflect a commitment to not only improving the fundraising process but also cultivating a more inclusive and informative environment for all stakeholders involved in supporting athletes in their quest for success.