Phase 3: Expanding research, partnerships, and education (2019-2024)
During this phase, the Center for Sports and Business expanded its academic reach, launched new executive education programs and BSc/MSc courses, and strengthened its international and industry partnerships. Landmark events, the SSE Sport Initiative, and the establishment of SSE’s first Chair in Sports and Business marked a new level of integration and impact.
Adapting to the pandemic: innovation through constraint
The arrival of COVID-19 posed a major challenge to many sports organizations, which rely heavily on physical gatherings for both competitions and audiences. While events and executive programs were temporarily scaled back, this period also created an opportunity to invest in research and develop new forms of education.
A guiding principle during this time was to "bounce back better" by using the period of uncertainty to lay the groundwork for a stronger and more resilient center.
Early milestone: one of the first virtual conferences
In early March 2020, the center faced a key decision: whether to cancel the upcoming Paper and Idea Development Workshop scheduled for April or attempt to hold it online. The organizing committee decided to move forward with a fully virtual format.
The committee included Fabio Fonti (Neoma Business School), Jan Ross (Imperial College Business School), Christofer Laurell, and Martin Carlsson-Wall (Stockholm School of Economics). On April 17, 2020, the center successfully hosted one of the first international virtual academic conferences, demonstrating adaptability and strong collaboration.
“Sweden through the crisis”: SSE’s largest COVID-19 research project
In 2020, the center initiated and co-led Sweden Through the Crisis, a major research project documenting Sweden’s response to the COVID-19 pandemic. The project resulted in a book of more than 600 pages, with contributions from more than 80 researchers representing nearly all departments at SSE.
Beyond the publication, the project generated national media coverage in television, radio, and newspapers. It also led to several follow-up roundtables and a mini-series on Swedish Educational Broadcasting (UR), where selected chapters were adapted into television episodes.
The project also strengthened interdisciplinary collaboration within SSE and expanded the center’s international network. Led by Nick Andersson, director of internationalization, the center developed collaborations in countries including Australia, Switzerland, Israel, Georgia, and India. In many cases, sports served as an entry point for broader academic partnerships.
Growing research capacity and the first doctoral defense
In 2021, research activities expanded significantly. The center hosted the Second Paper and Idea Development Workshop and celebrated the first doctoral thesis defense connected to the center. Kai Krauss (now Kai DeMott) defended an ethnographic study examining Sweden’s campaign to host the 2026 Winter Olympics, contributing both theoretical insights and practical implications.
Expanding international collaboration: first EU-funded project
In 2021, the center joined its first EU-funded research consortium. Coordinated by the Zagreb School of Economics and Management, the project included WHU - Otto Beisheim School of Management, the European University Sports Association, and several Olympic Committees in the Balkans.
The project, titled Micro-Learning Entrepreneurship for Athletes, focuses on supporting dual careers for athletes by integrating teaching and research.
Educational innovation: new MSc and BSc courses
In the fall of 2021, the center launched the MSc elective Investments and Value Creation in Global Sports. The course welcomed 68 students from 19 universities across 16 countries. It examines the financialization of global sports, including how private capital influences the industry, strategies for value creation, and tensions between commercial objectives and fan communities.
Through guest lectures, cross-time-zone collaboration, and case projects such as the Premier League, students develop skills in stakeholder management and strategic finance.
In spring 2022, the center also launched a new BSc course titled Hybrid Organizations: Value Creation and Strategy. The course explores organizations that combine for-profit and nonprofit goals. Students analyze sports organizations alongside cultural institutions, social enterprises, state- and municipally owned companies, and family firms.
Together, these courses reflect the center’s commitment to educating the next generation of leaders in complex, value-driven environments.
The SSE Sport Initiative: bridging practice and academia
As part of SSE’s broader extracurricular initiatives - alongside the Tech and Art initiatives - the SSE Sport Initiative was launched in the fall of 2022. The initiative provides practical experiences that complement academic learning and supports the personal and professional development of students interested in sports.
The initiative is built around four core pillars:
- Activate - weekly training sessions in sports such as football, padel, boxing, cheerleading, and endurance running, organized by SASSE’s Sports Committee.
- Field trips - visits to sports clubs, federations, and professional leagues.
- Speaker series - talks by leaders from the sports industry.
- Forums - thematic conferences bringing together executives, researchers, and students.
The initiative also provides a platform for dual talents at SSE - students admitted through the special merits track who combine academic studies with elite sports careers.
Landmark events: strengthening sports dialogue at SSE
In 2023, the Center for Sports and Business hosted several high-profile events that increased the presence of sports-related discussions at SSE.
Spring 2023: LALIGA at SSE
In collaboration with the Spanish football league LALIGA, the center hosted an event with speakers including Javier Tebas (president of LALIGA), Lars-Christer Olsson (former chief executive of UEFA), and Karl-Erik Nilsson (former vice chair of UEFA).
March 8, 2023 - International Women’s Day at SSE
The center organized a forum titled Future-Proofing Swedish Sport: How to Become a More Inclusive and Competitive Sport Nation. The event brought together leaders, athletes, and policymakers to discuss inclusion and innovation in Swedish sport.
Fall 2023: Hockey Business Forum
In partnership with the Swedish Hockey League (SHL) and the National Hockey League (NHL), the center co-hosted a forum on expanding hockey’s global reach. Speakers included Jenny Silfverstrand (CEO, SHL), David Proper (Senior EVP, Media and International Strategy, NHL), and Brendan Shanahan (president, Toronto Maple Leafs).
Partnership expansion and ecosystem development
During 2023 and 2024, the center expanded its network of strategic partnerships, including collaborations with the Swedish Sports Confederation, Commercial Sports Media, and Enable Sweden.
To promote greater diversity and representation in global sports discussions, the center partnered with Collective Visibility to develop a searchable directory of female sports experts worldwide. The initiative supports more inclusive representation in panels, conferences, and media appearances.
Strengthening academic capabilities
The center’s research profile was further strengthened through the appointment of two visiting professors: Juliane Reinecke, appointed through collaboration with the Swedish Hockey League, and Paolo Aversa, appointed through a donation from Jonas Persson, CEO of Commercial Sports Media. These visiting professorships brought new academic perspectives and international research networks to the center.
A historic milestone: the first Chair in Sports and Business at SSE
In 2024, the Stockholm School of Economics established its first academic chair in Sports and Business. The professorship was made possible through a donation by Malin and Stefan Linder. The chair is held by Professor Martin Carlsson-Wall, director of the Center for Sports and Business.
Executive education expansion: new flagship programs
Drawing on more than a decade of experience in executive education, the center launched two new programs.
The European Sports Business Program (ESBP)
Developed in partnership with WHU - Otto Beisheim School of Management and ESSEC Business School, this program equips sports industry leaders with the business knowledge required to navigate the European sports ecosystem.
Multi-year management program for Swedish elite football
Launched in 2024, this program brings together participants from top-tier football clubs in Allsvenskan and Superettan.
Celebrating legacy: MDA reaches its tenth edition
In 2024, the Management Diploma for Athletes reached its tenth edition. The anniversary cohort included elite athletes such as Michelle Coleman (swimming), Petter Menning (canoeing), and Anja Pärson (alpine skiing). The milestone highlights the long-term impact of the program in supporting athletes transitioning from elite sports to leadership roles in business and society.