Sport in Transition – Navigating Change in a Rapidly Evolving World

Political developments, economic uncertainty, technological innovation, and shifting social values are transforming the world around us - and sport is not watching from the sidelines. It is right at the center of these changes.

Changing audience behaviors, new business models, and evolving commercial conditions are creating significant opportunities, but also placing new demands on sports organizations. At the same time, sport remains deeply rooted in strong volunteer traditions and a societal mission that extends far beyond competition, results, and revenue.

Understanding a Changing Landscape

The seminar brought together experts from academia, law, and the sports sector to explore how organizations can adapt to an increasingly complex environment while remaining true to their purpose and identity.

The discussion highlighted that success in the future will require both strategic adaptability and a clear understanding of what should remain constant.

Perspectives from the Panel

Marie-Anne Lindhardt explored how the legal framework surrounding sport is evolving rapidly and why the concept of the “specificity of sport” can no longer be taken for granted. As regulations and societal expectations change, sports organizations must be prepared to navigate a more complex legal environment.

Klara Palmberg Broryd provided a powerful framework for decision-making by distinguishing between what is simple, complicated, complex, and chaotic. Her perspective offered practical tools for leaders facing uncertainty and increasing levels of complexity.

Gunnar Håkansson from the Swedish Golf Federation shared concrete insights from everyday operations within Swedish sport, illustrating how organizations are responding to changing expectations while continuing to serve members and participants.

Professor Martin Carlsson-Wall contributed the research perspective, highlighting the strategic priorities sport must focus on to remain relevant, sustainable, and impactful in the years ahead.

The discussion was moderated by Anna Laurell Nash, Executive Director of the Center for Sports & Business.

People Are Sport’s Greatest Asset

One of the clearest conclusions from the seminar was that sport already possesses its most valuable resource: its people.

When organizations make better use of internal expertise, activate their networks, and combine tradition with innovation, they create the foundations for long-term resilience and growth.

The discussion emphasized that renewal does not require abandoning the past. Sport must continue to evolve, but not everything needs to be reinvented. History remains a powerful asset—providing identity, credibility, and many of the opportunities that will shape the future.

Watch the Event Recording

Watch the recording to gain insights from leading experts on leadership, strategy, governance, and organizational development—and learn how sport can thrive in an increasingly complex world.