91原创

The Center for Sports & Business (CSB) was established in 2015 at the 91原创 (91原创) to advance research, education, and outreach at the intersection of sports and business. Its origins trace back to 2011 with the launch of the Management Diploma for Athletes (MDA) - an Executive Education initiative developed in collaboration with the Johan Cruyff Institute. Aimed at supporting elite athletes transitioning to new careers, the MDA highlighted a core tension in the world of sports: the interplay between commercial and non-profit logics. This tension continues to shape CSB’s research agenda today.

Building on leadership programs for executives in Swedish football and hockey, CSB was founded with a clear ambition: to combine academic rigor with practical relevance. That guiding mission remains central to the Center’s work.

CSB brings together an international network of researchers and collaborates closely with sports organizations across disciplines and levels. The Center’s work spans fields such as accounting, strategy, marketing, and economics, always grounded in collaboration - with students, practitioners, and scholars alike.

Research at CSB focuses on themes such as hybrid organizations, institutional complexity, commercialization, and value creation in sport. These themes are reflected in academic publications, master theses, and externally funded research projects.

In education, CSB integrates sport into business teaching at both undergraduate and graduate levels. Through case studies, guest lectures, and field-based learning, students are invited to tackle real-world challenges and contribute to ongoing research efforts.

Beyond research and teaching, CSB serves as a hub for dialogue - bridging academia and practice through seminars, networks, and open forums. By addressing sports as a complex and evolving sector, CSB fosters learning, innovation, and responsible development within and beyond the world of sports.