The Future of Swedish Sport: Balancing Growth and Values

This was the central question explored in the first edition of CSB Outlook, where leading voices from across the sports industry came together to discuss the balance between commercial development and sport’s broader role in society.

Passion, Profit, and Politics

Professor Martin Carlsson-Wall opened the discussion by introducing a framework built around the three Ps:

• Passion - the engagement, community, and emotional connection that sport creates
• Profit - the need for financial sustainability and commercial growth
• Politics - sport’s role in society and its relationship with public stakeholders

The framework set the stage for a wide-ranging conversation about how sports organizations can navigate increasing expectations for both commercial performance and social impact.

Perspectives from the Panel

Angelica Lindeberg, CEO of the Swedish Women’s Hockey League (SDHL), shared how the league uses YouTube broadcasts to expand reach, gather audience data, and deepen fan engagement.

Elisabeth Egnell, FIBA Board Member and Head of Development at the Swedish Ski Association, highlighted the growing challenge of balancing individual athlete brands with the collective identity of teams and governing bodies in an increasingly digital and global sports landscape.

Staffan Movin, Chair of the CSB Advisory Board and former Chair of En Svensk Klassiker, emphasized the importance of measuring and communicating sport’s societal value. He pointed to contributions to public health, tourism, and regional development as critical areas that deserve greater recognition and investment.

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

Watch the Event Recording

Watch the recording to learn how sport can balance commercial growth with social value - and why horizon scanning and industry insights are becoming essential tools for future strategy.