Sports Partnerships of the Future

Traditional sponsorship models - such as logo placement on jerseys and venue signage - will continue to play an important role. However, the partnerships of the future are likely to be built on something deeper: shared values, common goals, and a joint commitment to creating meaningful impact.

Sport is uniquely positioned to contribute to some of society’s most pressing priorities, including inclusion, sustainability, social cohesion, and excellence. The question is no longer whether sport can create value beyond the field of play, but how partnerships can be designed to unlock that value for everyone involved.

Rethinking the Partnership Model

The discussion explored how organizations can move beyond transactional sponsorship agreements and instead develop long-term partnerships that create measurable benefits for both rights holders and corporate partners.

With growing demands for accountability and impact, successful partnerships increasingly require a clear purpose, shared ambitions, and a commitment to delivering outcomes that matter to communities, fans, customers, and stakeholders alike.

Speakers

Professor Martin Carlsson-Wall, Director of the Center for Sports and Business, provided the research perspective and insights from a global point of view 

Teddy Falkenek, Head of Sponsorship at ICA Sweden, shared how ICA approaches sponsorship as a strategic business tool and highlighted the company's work with the Swedish Football Association and the Swedish Ski Team

Magnus Gidlöf, Societal Engagement and Sponsorship Manager at Swedbank AB, contributed insights into how organizations can align sponsorship investments with broader social objectives and stakeholder expectations

Cecilia Perlind, CEO of Sponsor & Event Sweden, discussed key sponsorship trends and the growing importance of strategic partnerships in today's business environment

Watch the Event Recording

Watch the recording to learn how future partnerships can move beyond visibility and create lasting value through shared purpose, measurable impact, and long-term collaboration.