Sport as a driver of societal value: insights from SHL Impact Business Forum

Sport’s influence reaches far beyond the arena - an idea that stood at the center of the SHL Impact Business Forum on 11 March 2026. The event brought together leaders from sport and business, researchers, club executives, and policymakers, to explore how the growing reach of sport can be leveraged to drive positive societal change.

A central focus of the discussions was the role of Swedish hockey. Conversations highlighted how hockey organizations across Sweden engage with communities, support youth development, promote wellbeing, advance sustainability, and develop new ways to measure their broader societal impact.

The Center for Sports and Business at the Stockholm School of Economics played a key role in the event, partnering with the Swedish Hockey League (SHL) in this initiative. Throughout the day, Professor Martin Carlsson Wall moderated discussions where all the participants examined how sport ecosystems can generate meaningful and lasting societal contributions.

Several key themes emerged from the forum. Participants emphasized the growing importance of measuring and clearly demonstrating sport’s societal impact, not only to strengthen accountability but also to better communicate value to stakeholders. The role of clubs as community platforms was also highlighted, particularly in relation to youth engagement, collaboration with schools, and fostering inclusion. In addition, speakers underscored the importance of cross-sector partnerships, noting that collaboration between sport organizations, businesses, and public institutions is essential to unlocking sport’s full potential as a force for good.

SHL CEO Jenny Silfverstrand captured the essence of the discussions, stating: “We are hockey. And so much more.” Her words reflect a growing recognition of sport’s expanding role in a rapidly changing society and the importance of ensuring that this potential is fully realized.