Jonas Hoegh-Christensen

It’s time for treasure hunt. 🏒 🎁 Last season we, Svenska Spel Damhockeyligan together with Svenska Spel and Pack Train invented and launched “Hela Hockeysveriges skattjakt”, which means a treasure hunt in Sweden with our teams. The aim is to drive interest in the league, build profiles and of course increase the audience for women’s hockey. Last season we did it for two weeks as a pilot, now the treasure hunt extends to the last regular season game, starting off today with 2.0. When I was on the radio this morning, I was asked if this actually works? And yes, the reach was great and the numbers of people who took part in the competition exceeded our expectations. Now that we are doing it for a longer period, it will also be easier to measure whether it actually means that more people come to the games, and everyone knows that data is key. This campaign is built on two parts but can be described as a loyalty program. On the one hand, you can participate in the competition on social media by finding SDHL emoji on the players (profiling) and on the other hand you will be able to compete by physically getting to the arenas and then find the dream boxes (increasing audience). Connected to the competitions, you can win great prizes that our partners contribute to. This is the way we at the league through the clubs build a type of fan engagement that is based on our focus theme ”Audience and profile”. This morning I also got the questions what needs to happen to get the audience to increase? And that is the ten thousand dollar question, but I strongly believe as saying before - we must dare to try new things and dare to fail, but also when we identified something, dare to believe in it and work with it persistently and long-term. Above all we have to stop talking and stating, and start trying. ”Hela Hockeysveriges Skattjakt” is one part, and we will continue to create, develop and be innovative thinking. 👉 And tonight we have this full round, 5 games, 10 teams and "Hela Hockeysveriges skattjakt." 🌟 The best is yet to come. https://lnkd.in/dJjv5dwv

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NEVER SEEN BEFORE FOOTAGE: Unlocking one of the Secrets Behind Jesper Karlström’s Rise to Serie A In this exclusive video, we get a behind-the-scenes look at footballer Jesper Karlström during his time at Djurgårdens IF Fotboll 🇸🇪 showcasing why he is now signed to Udinese Calcio in Lega Serie A 🇮🇹 What makes this footage so unique? We’ve used state-of-the-art eye-tracking technology to follow Jesper’s gaze, letting you see exactly what he sees on the pitch. This unprecedented insight reveals how he gathers information and makes split-second decisions that set him apart from the rest. But this video is more than just cool tech—it’s a call to action. Why are we still hesitating to give younger players more opportunities? Jesper’s journey to one of the world’s most prestigious leagues started with experience, the kind that can only be gained by playing at the highest level from a young age. So, how long are we going to label players as “young talents” instead of giving them the chance to shine? Jesper’s exceptional perception and game understanding were evident early in his career, and these qualities have only improved over time. His ability to read the game and make informed decisions is a skill that’s been honed with experience—something all young players should be afforded the opportunity to develop. This isn’t just about Jesper; it’s about rethinking how we approach youth development in football. If players can develop such remarkable game intelligence and decision-making abilities at a young age, imagine what they could achieve with consistent exposure and trust. Jesper Karlström is living proof that investing in youth pays off. Are we ready to take the next step and redefine what it means to be a “young talent”? Markus Rosenberg Behrang Safari Bosse Andersson Joseph A. Molloy David Dwinger Alexander Janssen Suhail Algosaibi Mario Götze Mohamed Soltan Gareth Jennings

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Elite Klan is proud to announce its launch as a professional gaming and esports community, a place where brands and creators can grow together, founded by former professional gamer Dennis Wallenberg. Elite Klan is more than just an esports team; it is a community. While we will be active in esports, our ambitions extend beyond competition. To enhance partnership and community value, we are creating an esports-specialist marketplace and will be producing content around professional gaming and esports, including but not limited to articles, podcasts, spotlights, YouTube shows, and product reviews. We aim to contribute to the growth and mainstream success of our industry. We believe that the right way to achieve this is by creating more value for the community. 'walle' on the vision behind Elite Klan: "This project started with a simple thought: how do we improve the business of esports? Today, esports is over-reliant on sponsorships and results and struggles with sustainability and profitability. Elite Klan as an esports company will be more content-focused and partnership success and value-oriented, instead of heavily relying on esports results. It's essentially the opposite of what many other esports organizations are doing, which is building teams with expensive pieces, hoping to qualify for the next major, and always chasing those results, hoping it will lead to more partnerships. Our internal motto is the other way around: 'Partnership Success First, Esports Second' because one cannot exist without the other, and we are not looking to burn money." Full Press Release: https://lnkd.in/dwVZPGkv #eliteklan #gaming #esports

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Here are some stats from my incredible trip to Gothenburg🇸🇪: Total Distance Covered: 128 km (53 km cycling🚴, 75 km walking🚶) Sauna Sessions: 5 sessions, 20 minutes each 🧖 Workouts: 3 sessions wherever I could find a pull-up bar - in parks, on the streets, by the coast: ✔️150 pull-ups 🏋️‍♂️ ✔️1,420 push-ups 👊 ✔️19 minutes total planking 🧘‍♂️ Despite my ACL tear, I managed to stay incredibly active. On my last day, my knee started acting up, but it didn't stop me from making the most of my trip. This experience shows how much you can change up your travel routine and stay fit, no matter the circumstances. Here's a quick recap of my routine: ✔️Cycling: Over 50 km in one day, exploring the city from a new perspective ✔️Walking: 15 km+ daily, always on the move ✔️Sleep: Just 5 hours a night – I believe in making the most of my time abroad I avoid public transportation and taxis as much as possible, preferring to wander around and discover non-touristy spots. I enjoy exploring different streets at night, meeting locals, and experiencing the nightlife. Staying up late and having a great night out is part of the adventure, but I never sleep past 10 AM. Are you an early bird or a night owl when traveling? And do you stay fit while abroad? 🤔 PS: Add Sweden to your travel list – it's an absolutely beautiful country. 🇸🇪 PPS: Don't miss Gothenburg! This incredibly beautiful coastal city has so much to offer. 🌟 #traveler #gothenburg #sweden #physicalactivity #fitness #explorer #cycling #walking #whileabroad

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Balancing sustainability with profitability at Malmö FF 🍃🫰   In an exclusive chat with Jerry Wihlborg, stadium manager at Malmö FF, we uncover the secrets behind the playing surface that has earned the club Sweden's best pitch award three years running. Wihlborg reveals how the club strikes a deliberate balance between sustainability and profitability, and their reasons for transitioning to an all-LED grow lighting system.   🤹 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝘃𝘀. 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆 Malmö FF adopts a forward-thinking sustainability approach that benefits the club by cutting costs and attracting sponsors, while also setting an example for the industry.   Wihlborg shares several sustainability initiatives they've implemented, from waterless urinals—saving about 750,000 liters of water annually—to switching all stadium lights to LED, including the grow lighting system.   "I try to find ROI in every decision I make, but that is not always possible. Sometimes, when it’s not possible to make a sustainable choice profitable, you must make a statement. In those instances, I prefer to prioritise sustainability over profitability.”   🤫 Malmö's secret Wihlborg oversees every aspect of the stadium operations, including the pitch. With Malmö FF earning the best pitch in Sweden award three years in a row, what's their secret?   "We have a big advantage in owning the stadium ourselves and being able to make our own decisions. Our head groundsman Magnus and I are obsessed with data and proudly call ourselves real ‘nerds’, in the best possible way of course. The last and biggest factor is that we’re now using LED grow lights which give us a significant advantage.”   ⚡️ 𝗙𝗼𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝘄𝗶𝘁𝗵 𝗟𝗘𝗗 Wihlborg admits his expertise in grass maintenance might not be on a Champions League level, but he worked closely with the head groundsman to make the decision to switch to LED grow lighting technology.   "The reason we chose LED is that we can adjust the heat and light from 0 to 100%, making it possible to save energy while using it. We can leave the heat from the infrared turned off in the spring and summer, which means we won’t use much energy for a significant part of the year.”   ✨ 𝗙𝗼𝗿𝗺𝘂𝗹𝗮 𝗳𝗼𝗿 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 The independent control of light and heat provided by the LED440's not only increases energy savings but also creates an ideal microclimate for grass growth. This approach enables Malmö FF to consistently maintain a top-tier pitch, which has been crucial in securing the best pitch of the year award in Sweden last season.   "Not every club is using LED and that’s why we’re winning these kinds of competitions. I think we have found the right formula for success!"   Dive deeper into how our customers have achieved their sustainability and pitch goals: https://lnkd.in/e_N9eh53   #Sustainability #Football #Stadium #MalmoFF #GreenSports

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SvenskHockey.TV is off to a great start for the 24/25 season. Subscription sales are 30% better than the previous season and in addition the ancillary services Team Account and Follow Your Player are performing very well. More than 200 Swedish ice hockey teams have purchased Sportway’s coaching tool, Team Account. Follow Your Player allows you to receive dedicated clips from selected players and the service has in a short period of time become very popular. - Our broadcast platform makes it possible for us to integrate with numerous external digital suppliers as well as adding in house developed features, says Johan Gustavsson, CTO at Sportway. This season Sportway is planning to produce and distribute more than 50 000 live matches of Swedish ice hockey through its network of 300 AI camera installations around Sweden. The content is distributed on svenskhockey.tv and a selection of games are sublicensed to Sweden´s leading newspaper group, Bonnier. - Production quality is getting better year on year, says William Personne, CEO at Sportway Sweden. - Last season every goal from the J20 and J18 matches were available on our service. Sportway has started to introduce the next level of AI-production together with its partners Studio Automated and DMC Production. As an example French top league ice hockey is produced with six cameras, including PTZ, and are synched into one live video production operated with AI. The multi camera production set up has gained huge interest from the broadcast industry. Many broadcasters are aiming to produce an increased volume of live sport matches, but at lower costs. That is exactly what Sportway has been doing for the past five years. #livestreaming #AI #Production #Automation #Broadcast

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As a former sports journalist, and athlete, I've witnessed firsthand the power of sports to unite people from diverse backgrounds. However, the traditional sports marketing narrative has often limited the accessibility and inclusivity of sports consumption. In my role at Media.Monks, and much thanks to Lewis Smithingham, I've seen how AI can revolutionise the way we experience and engage with sports. AI opens up exciting possibilities for personalized content and tailored experiences that resonate with diverse audiences. By moving beyond the most traditional game coverage narrative, we can curate content that speaks directly to individuals, fostering a deeper connection and understanding of sports - on the consumer's own terms. But AI's potential goes beyond just personalisation. It can help break down barriers and preconceptions that may have discouraged certain communities from engaging with sports. By leveraging AI-driven insights, we can create inclusive experiences that cater to the unique needs and perspectives of groups that haven't always felt a connection to the sports community. AI or not - the path to fandom IS changing. From Swifties to fashionistas, diversified audiences are finding reasons to love the game. Consumer behaviors shift, and the ways fans watch and follow sports are transforming. Over 90% of Gen Z fans use social media to consume sports content, with game clips and highlights being their favorite format. So from a millennial who will watch 90+ min of football tonight, here’s my take on this topic in an op-ed in Resumé (in Swedish) ⚽️ ⬇️

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"Finns love games, so much so in fact that almost nine out of ten (88 percent play some kind of game every month. The majority (76.1 percent) play digital games, and of these, young adults are the most active players" - Pelaajabarometri (2018) . In addition to games for entertainment purposes, elements of the gaming world have also entered classrooms, and therefore there is a demand to understand games, how they work, and how best to utilize games for educational purposes. At Åbo Akademi University, the SPROK Project with Emmanuel Acquah at the head is developing a game that will help people with a foreign background to learn languages, including Finnish or Swedish. The idea of the game has roots in early 2020s and preparatory work is in full swing. Fast forward in 2024 - currently, user testings of the playable demo are conducted with selected Finnish schools, Novia University of Applied Sciences, and at the Experience Lab by mediacity, Åbo Akademi University in #Vaasa. Does it have to be difficult to learn something new? Read this feature article "Game elements make learning more fun" by Catrin Sandvik #language #fungame #åboakademi #sprokproject #workplace #finland #åakärlek https://lnkd.in/dEeexvF

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Being a young sportstech company, we at SportAI are immensely proud that five-time World Chess Champion MAGNUS CARLSEN ♟ together with his father and manager Henrik Carlsen were one of the early investors backing the start of our journey. In a recent interview, Henrik talked about the tremendous potential in AI to transform sports, making sport coaching and analysis accessible to athletes at all levels all over the world. Their decision to invest in SportAI was driven by their experiences in chess, where AI has significantly enhanced training and the sport as a whole. As Magnus puts it: “To be great at sports is about finding your edge. The technology that SportAI is bringing to market can expand availability to technical coaching and analysis in a way that’s never been possible before. I love sports like golf and tennis, and I believe that AI-powered technique analysis can truly advance these sports for players, businesses and spectators alike. That is why I decided to invest and get behind the SportAI team." For those passionate about the intersection of technology, strategy, and sports, this is a frontier worth exploring.  Click here for an online version of the interview: https://lnkd.in/dms2mA_V #SportAI #MagnusCarlsen #chess #SportsTech #Investment #Innovation

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Important insights. Senarion https://lnkd.in/d3Kh5kgT

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The very first edition of The MarketHype Report is out! 🎉 “The MarketHype Report: Culture & Performing Arts” provides you with a wealth of insights into the Nordic performing arts audience. Here are just a few questions it answers: ♻️ How many ticket buyers make more than one purchase? 🎫 What is the most common purchase day before an event takes place? 💰 How much revenue do automations generate per week? This report doesn’t just give you data on audience interests, characteristics and behaviors. 📊 It also provides: ✔️ Step-by-step guides ✔️ Practical examples ✔️ Interviews with marketing experts in the culture and performing arts industry In short, it’s a comprehensive report packed with value! Want a copy? Comment “The MarketHype Report”, and we’ll send it your way! 📔✨ #marketing #communication #report #data

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Abios, an e-sports provider, has appointed Rasmus Schmidt Christensen as their new Head of Odds Operations. Schmidt Christensen joins Abios from Danish operator Danske Spil, where he worked for eight years, beginning as a sports trader and eventually becoming an eSports Product Specialist. In his new role at Abios, he will leverage his extensive experience in online sports betting. This newly created position will require Schmidt Christensen to integrate new esports strategies, drawing on his experience in customer-focused teams. He expressed his excitement about the role, stating, “Having worked in esports for years, I’m thrilled to join the Abios team. As they’re building new and exciting products on top of best-in-class data and modelling, Abios is at a very exciting growth stage.” Abios' Managing Director, Anton Janér, emphasized the importance of esports expertise, saying, “Esports is a fast-growing segment within online sports betting. For sportsbooks to stay competitive, it is crucial to work with individuals who truly understand esports. At Abios, we’ve been fortunate to attract people with strong esports expertise. Rasmus is no different, having significantly improved Danske Spil's eSports vertical. We’re thrilled to have him on board and look forward to seeing him elevate our offerings.” Janér, who was appointed Managing Director last month, also noted that the company has recently partnered with Rei do Pitaco to provide fantasy e-soccer solutions for the Brazilian fantasy sports operator. #esports #casino #gamblingnews #igaming #career #abios #sweden

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It is summer 🌞 ⛱️ so we keep hammering in the podcasts. Listen to Marcus Modéer from IFK Göteborg talk about how they bring fans closer to the club and monetise content through their "flagship for content" (Blåvitt+ app provided by us 💪) in the latest episode of the Football Business Podcast from FBIN . At Forza, we like to rely on data. Here are some numbers to put Göteborg's success in perspective: 🏟️ 22% of their fans attend more home games since they started using Blåvitt+ 📽️ behind the scenes content is the nr 1 driver for making the fans feel "closer to the club". 💰 For those of you looking to increase sponsorship revenue, 72% of the fans claimed that "A sponsor in the app" was the most credible advertisement, ahead of TV commercials (21%) and Facebook Ads at (7%). These numbers 👆 came in from +778 fans through an in app survey 8 months after the app hade been launched. If you want to be inspired or evaluate an app for your organization, download Blåvitt+, share with us the email address you registered in the app and we can open up Premium for your user on behalf of Forza Clubs. #FanEngagement is 👑

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When a hug speaks louder than words 🤗 Imagine a country where the King, Crown Prince, Prime Minister, and Minister of Foreign Affairs casually line up to embrace and hug their sports champions. When Aalborg Handball players Mikkel Hansen (retiring) and Niklas Landin casually hugged royalty and leading politicians, they might have displayed Denmark’s greatest asset:  Social Capital. This isn't just a display of national pride -  it's a testament to Denmark's unique culture of trust and equality. In Denmark, trust isn't just a word; it's the foundation of our society. It's what allows parents to leave their babies sleeping in prams outside cafes and why businesses thrive on collaboration. 74 % of Danes say they trust one another – the highest rate in the world. This deep-seated trust creates a flat hierarchy where even those in the highest offices are approachable and connected to the people. 📽Tv2, Magnus Stig Christensen

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BIT ODD receives €17m investment led by Griffin Gaming Partners BIT ODD, the Finnish game studio led by industry veteran Lasse Louhento, has secured a €17 million investment round led by Griffin Gaming Partners, with additional participation from Makers Fund and Index Ventures. This funding will empower BIT ODD to bring back wonder and eccentricity to the gaming world—qualities often overshadowed by the finance-driven focus in mobile gaming. Lasse Louhento, Co-Founder of BIT ODD: "Our mission is to craft games that stir the soul, embrace quirkiness, and recapture the emotional magic of gaming classics." Pierre-Edouard Planche 🎮, Partner at Griffin Gaming Partners, adds: "BIT ODD’s approach is bold and authentic, valuing passion and creativity over data-driven conformity. We’re thrilled to support their unique vision." #GamingIndustry #Investment

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🎟 How would you feel if your team offered you a monthly subscription rather than a traditional season ticket? Live matches + access to digital experiences, exclusive content, special access to products? Would you pay more? 💡Worth watching the innovation unfold at @Oxford CityFootballClub #sportbusiness #digitaltransformation #letthelittleguyshowtheway

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We are frequently asked why we have decided to bring our Women's Edition conference to Oslo, Norway 🇳🇴 The saying goes that “Norwegians are born with skis on their feet,” reflecting the deep-rooted connection to sports in Norwegian culture from an early age. Sports are a natural passion for many Norwegians and young female athletes benefit from an early sports education. This underscores Norway’s unique and effective approach to encourage athletic participation and development. Central to our agenda is a dedication to bridging the divide between women’s sports and corporate entities. As we witness the rising popularity and triumphs of female athletes, it’s crucial to promote collaborative platforms and support systems to sustain this upward trajectory. On the 27th of March 2025, at Ullevaal Stadion in Oslo, Norway, we will address a range of key topics aligned with our mission to promote positive growth and equality for women in sports. If you'd like to attend, you can grab your early bird ticket for just £299 + VAT here: https://lnkd.in/et9J3fii #WISOslo25 #EverythingInSport #EIS2025

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RTB 🏃‍♂️vs CTB 🛠️ 🤔 I find it interesting, useful and inspiring to get reminders for reflection - what about you? If you do too ⬇️ Some weeks ago at Scandinavian Executive Institutes Advanced Board Programme at INSEAD Executive Education we got a friendly reminder from one of the professors about RTB (Running the Business) vs CTB (Changing the Business) and we were asked to reflect on how much time we spent on each. 🤔 That friendly reminder is now passed on to you 😉 There’s a lot of interesting articles and books on this topic including definitions, how to get started, what kind of people you will need etc in case you want to take more time than just a quick reflection.

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OOPS! ... THEY DID IT AGAIN It’s a rare occasion when chairmen of Norwegian football clubs have their opinion pieces featured in The Guardian, but that’s exactly what happened with Aslak Sverdrup, chairman of Sportsklubben Brann. He eloquently challenged UEFA’s imposition of a €5,000 fine for chants of ‘UEFA mafia’ during the women’s team game against St. Pölten in the Women’s Champions League in January. Hate speech should unequivocally be condemned in all venues, but does a chant directed at an organisation like UEFA constitute hate speech? Certainly not. Moreover, should UEFA position itself as both victim and adjudicator in the same case? Clearly, there is a conflict of interest. Yet, UEFA has now repeated this questionable practice, imposing another fine for similar chants during Brann’s Women’s Champions League quarter-final against Barcelona in March. This action seems to be a misuse of authority by an organisation that is perhaps misunderstanding its societal obligations. Aslak Sverdrup’s commentary in The Guardian offers a precise critique: “In a footballing world that sadly has too much racism, homophobia, misogyny and discrimination, it is vital to protect vulnerable groups of people from discriminatory chants. People of colour, the LGBTQ+ community and women should all feel safe in our stands and our pitches. Preventing and penalising discriminatory chants against them is our job as a club and UEFA’s job as organisers. However, one group does not need this protection. The European convention on human rights holds freedom of expression as a core human right. This freedom has boundaries, which are set and held by the European court of human rights, which offers special protection to particularly vulnerable groups and restricts and punishes expressions inciting violence and rebellion. Public insults against individuals may also cross the boundaries of free speech. Legal entities, such as UEFA, do not enjoy the same protection as individuals. There is no “pressing social need”, as the European court of human rights has phrased it, to protect UEFA from insults. In a modern society, it is especially problematic that UEFA both judges and sets penalties, determining whether an expression is an insult and then handing out substantial sanctions.” The Norwegian Football Association’s backing of Sportsklubben Brann in this dispute is commendable, a sentiment shared by TicketCo.

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