We discussed the balance between Passion & Profit – can Swedish sports grow commercially without losing their soul? The answer lies in thinking both–and, instead of either–or. We need to preserve and take responsibility for the engagement born from the 51% rule, while also having the courage to innovate, package smartly, and collaborate more.

Professor Martin Carlsson Wall set the scene as an expert on the commercial development of sports, strategy, and the three P’s – Passion, Profit and Politics. The panel then contributed important perspectives:

• Angelica Lindeberg showed how SDHL is breaking new ground through YouTube broadcasts – innovation that builds reach, data, and engagement.
• Elisabeth Egnell highlighted the balance between individual brands and teams/federations – a complex but necessary issue.
• Staffan Movin emphasized that sports often deliver greater societal value than the resources they receive in return – especially in public health and tourism – and the importance of measuring and making this visible.

Different sports have different needs and strengths – but some things are shared. Together we can measure and make visible the value of sports for societal benefit, public health, and tourism. We constantly need to monitor developments nationally and internationally – because everything from investors to media landscapes and technologies affects the sports world as well.

A big thank you to the panel and Professor Martin Carlsson-Wall for generously sharing your experience and expertise, to Anna Laurell Nash for skillfully moderating the conversation, and to everyone who listened and contributed with great engagement.

📅 Next CSB Omvärld: December 2, 09:00

🔍 CSB Omvärld is a seminar series by the Center for Sports and Business and the Swedish Sports Confederation. The aim is to provide insights and research that help Swedish sport understand global trends, make better decisions, and navigate the balance between passion, profit, and politics. The first event was held on the 10th of September.