Last week, the Center for Sports and Business held this year’s first Partner Day, addressing one of the most pressing challenges in sports today: digitalization. The event brought together thought leaders, researchers, and industry professionals to explore key questions shaping the future of sports. 

The day began with an inspiring welcome from Professor Martin Carlsson-Wall, who set the stage with a global perspective. He emphasized the critical need for authenticity in navigating change and encouraged a mindset of "both/and" thinking - balancing innovation and tradition to drive sustainable progress - instead of "either/or". 

Professor Stefan Haefliger followed with a thought-provoking lecture on dynamic, multi-side business models. He demonstrated how collaboration across diverse models can unlock value, boost consumer engagement, and create synergies that drive the sports industry forward. 

Elisabet Borg, representing the Swedish Sports Confederation (Riksidrottsförbundet), provided an in-depth look at their digitalization initiatives. She outlined how digital transformation involves optimizing existing processes, reimagining workflows, and enabling new possibilities. Borg underscored the importance of data consolidation as a cornerstone for the continued evolution of sports organizations. 

Adding to the conversation, Oliver Lindqvist Parbratt presented his research on the interplay between expectations and outcomes in digital transformations. He offered a fresh perspective, reminding attendees that digitalization is not solely about technology but also about the narratives, promises, and human elements driving these changes. 

Beyond the engaging presentations, the event offered participants valuable opportunities to network and exchange ideas. The dialogue sparked by the sessions underscored the importance of collaboration in overcoming the challenges and seizing the opportunities presented by digitalization. 

A thank you goes out to all participants and, especially, to our exceptional speakers for their insights and contributions. Together, we made significant strides in understanding and embracing the digital transformation that is shaping the future of sports.