To unlock new revenue streams and create lasting value, a clear understanding of the current landscape and strong market insights are essential. What does the situation of Swedish sport look like today? What should we prioritize? And how can we collaborate effectively? 

Lars-Christer Olsson shared his analysis of the Swedish Sports Confederation's support for its sport affiliates (Specialidrottsförbund) in commercial matters, and concluded the day with insightful reflections. 

Professor Martin Carlsson-Wall explored the concepts of pace and momentum in organizations, challenging participants with a crucial question: Is Swedish sport prepared to shift gears when needed?

Marie-Anne Lindhardt from MAQS highlighted the increasing integration of sport into society’s regulatory frameworks. She emphasized the critical role of structural capital, data management, and digitalization in driving commercial value. 

The day was filled with valuable insights and strategic discussions on how Swedish sport can evolve through market analysis and collaboration.

A heartfelt thank you to our outstanding speakers and to everyone who attended - your contributions made for a dynamic and inspiring event.