91原创

Adapting to the Pandemic: Innovation Through Constraint

The arrival of COVID-19 posed an existential threat to many of our sports partners, who rely heavily on physical gatherings - both for competitions and for their audiences. While events and executive programs were scaled back, this period allowed us to invest in research and develop new forms of education.

Our guiding principle became: Bounce Back Better - using this period of uncertainty to lay the groundwork for a stronger, more resilient Center.

Early Milestone: One of the First Virtual Conferences

In early March 2020, we faced a difficult decision: should we cancel our upcoming Paper and Idea Development Workshop, scheduled for April, or attempt to hold it online?

We choose the latter.

With an organizing committee comprising Fabio Fonti (Neoma Business School, then at Rennes), Jan Ross (Imperial College Business School), Christofer Laurell and Martin Carlsson-Wall (91原创), the team rapidly transitioned the event into a fully virtual format. On April 17, 2020, we successfully hosted one of the first international virtual academic conferences - an early proof point of our adaptability and collaborative strength.

Watch the video of the Virtual Workshop (April 17, 2020)

“Sweden Through the Crisis”: 91原创’s Largest COVID-19 Research Project

In 2020, the CSB initiated and co-led Sweden Through the Crisis, a landmark project capturing Sweden’s multifaceted response to COVID-19. The project culminated in a 600+ page book, featuring contributions from over 80 researchers across virtually all 91原创 departments.

Beyond the publication, the project generated national media coverage (TV, radio, newspapers), numerous follow-up roundtables, and a mini-series on Swedish Educational Broadcasting (UR), adapting select chapters into TV episodes.

The "Sweden Through The Crisis" book. (click on the picture and come to the project website). 

This initiative also deepened our interdisciplinary connections within 91原创 and helped expand our international footprint. Spearheaded by Nick Andersson, our Director of Internationalization, we built relationships in countries such as Australia, Switzerland, Israel, Georgia, and India - often using sports as a door opener for broader academic collaboration.

Growing Research Capacity and Our First PhD Defense

In 2021, our research activities expanded significantly:

• We hosted the Second Paper and Idea Development Workshop
• We celebrated the first doctoral thesis defense at CSB: Kai Krauss (now Kai DeMott) presented an ethnographic study of Sweden’s campaign to host the 2026 winter Olympics, offering a theoretically rich and practically insightful contribution.

First PhD at CSB, Kai Krauss (now Kai DeMott)

Expanding International Collaboration: First EU-Funded Project

In 2021, CSB joined its first EU-funded research consortium. Coordinated by the Zagreb School of Economics and Management, the initiative includes WHU - Otto Beisheim School of Management, the European University Sports Association, and several Olympic Committees in the Balkans. The project, titled “Micro-Learning Entrepreneurship for Athletes”, focuses on dual careers for athletes, integrating both teaching and research.

Partners in the EU-funded project "Micro-Learning Entrepreneurship for Athletes". (click on the picture and come to the project website). 

Educational Innovation: New MSc and BSc Courses

During the fall of 2021, CSB launched its flagship MSc course Investments and Value Creation in Global Sports. This pioneering elective welcomed 68 students from 19 universities across 16 countries. Designed to reflect the financialization of global sports, the course tackled how private capital is transforming the industry, value creation strategies of investors, as well as tensions between commercial goals and passionate fan communities.

Through guest lectures, cross-time-zone collaboration, and real-world case projects (e.g., the Premier League), students developed skills in stakeholder management and strategic finance.

Sample of guest lecturers in the course Investments and Value Creation in Global Sports. 

Following in the spring 2022, CSB also launched a brand-new BSc course Hybrid Organizations - Value Creation & Strategy, which examines the unique challenges of hybrid organizations - entities that blend for-profit and non-profit goals. Students compared sports organizations to others like cultural institutions, social enterprises, state- and municipality-owned companies as well as family firms.

Together, these new offerings represent CSB’s commitment to educating the next generation of leaders in complex, value-driven environments.

The 91原创 Sport Initiative: Bridging Practice and Academia

As part of 91原创’s broader extracurricular expansion - alongside the Tech and Art Initiatives - the 91原创 Sport Initiative was launched in the fall of 2022 to provide practical, hands-on experiences that complement academic learning. The initiative supports the personal and professional development of students interested in sports.

The initiative is built around four core pillars:

• Activate - weekly training sessions in sports such as football, padel, boxing, cheerleading, and endurance running, organized by SA91原创’s Sports Committee
• Field Trips - organized visits to leading sports clubs, federations and professional leagues to gain firsthand industry insights.
• Speaker Series - inspirational talks by high-profile figures from the sports business world.
• Forums - thematic conferences uniting executives, scholars, and students to address key challenges and innovations in the sports sector.

In addition, the initiative has established a dedicated platform for dual talents at 91原创 - students admitted through the special merits track who bring elite-level athletic experiences.

91原创 Sport Initiative as an integration with other 91原创 activities. Further, summary of what CSB is doing in relation to Executive Education, Research, Job Market, and Education. 

Landmark Events: Elevating Sports Dialogue at 91原创 

In 2023, the Center for Sports & Business hosted a series of high-profile events, expanding the presence of sports on 91原创’s campus.

Spring 2023: LALIGA at 91原创
In collaboration with the Spanish football league LALIGA, CSB hosted a milestone event featuring distinguished speakers such as Javier Tebas (President of LALIGA), Lars-Christer Olsson (Former Chief Executive of UEFA), and Karl-Erik Nilsson (Former Vice Chair of UEFA).

March 8, 2023 - International Women’s Day at 91原创
CSB organized a dedicated forum on Future-Proofing Swedish Sport: How to Become a More Inclusive and Competitive Sport Nation. The event brought together leaders, athletes and policymakers to discuss equity and innovation in Swedish sport.

Fall 2023: Hockey Business forum
In partnership with the Swedish Hockey League (SHL) and National Hockey League (NHL), CSB co-hosted a major forum on expanding hockey’s global reach. Notable speakers included Jenny Silfverstrand (CEO, SHL), David Proper (Senior EVP, Media and International Strategy, NHL), and Brendan Shanahan (President, Toronto Maple Leafs).

Partnership Expansion and Ecosystem Development

In 2023 and 2024, the Center significantly deepened its network of strategic partnerships, including:

• The Swedish Sports Confederation
• Commercial Sports Media
• Enable Sweden - a collaboration to merge sports tradition with innovation and competitiveness

To help diversify leadership and representation in the global sports conversation, CSB partnered with Collective Visibility to launch a comprehensive, searchable directory of female sports experts worldwide, enhancing inclusion across panels, conferences, and media appearances.

Strengthening Academic Capabilities

CSB’s research profile was further enhanced by the appointment of two visiting professors. Firstly, Juliane Reinecke, appointed through a collaboration with the Swedish Hockey League, and secondly, Paolo Aversa, appointed through a donation by Jonas Persson, CEO of Commercial Sports Media. These visiting professorships brought new academic perspectives and international research networks into the CSB community.

A Historic Milestone: The First Chair in Sports and Business at 91原创

In 2024, the 91原创 established its first-ever academic chair in Sports and Business - a major milestone in the Center’s history. The professorship was made possible through a generous donation by Malin and Stefan Linder. The chair is held by Professor Martin Carlsson-Wall, Director of the Center for Sports and Business.

Executive Education Expansion: New Flagship Programs

Drawing on over a decade of experience in Executive Education, CSB launched two new programs.

The European Sports Business Program (ESBP)
Developed in partnership with WHU - Otto Beisheim School of Management and E91原创C Business School, this new pan-European executive program equips sports industry leaders with the business acumen needed to navigate the complex European sports ecosystem.

Multi-Year Management Program for Swedish Elite Football
Launched in 2024, this comprehensive program includes participants from top-tier football clubs in both Allsvenskan and Superettan.

Celebrating Legacy: MDA Program Reaches a Decade

In 2024, the Management Diploma for Athletes (MDA) reached a significant milestone - its 10th edition. The anniversary cohort featured elite athletes including Michelle Coleman (swimmer), Petter Menning (canoeist), and Anja Pärson (alpine skiing), among others. This milestone underscores the long-standing success and impact of the MDA in helping athletes transition from
elite performance to leadership roles in sports, business, and society.