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Content-wise, the MDA resembled a mini-MBA. Structured similarly to an Executive MBA, the program included courses in strategy, marketing, leadership, and accounting. It spanned 30 days, typically delivered through 2-day modules. By 2024, the program had reached its tenth cohort (MDA 10). Throughout its development, Anders Sewerin and Peter Rovér played central roles as program leaders, contributing significantly to the program’s success.

Graduation of MDA 1: From left to right - Christina Bengtsson (shooting),
Samuel Eriksson (golf), Peter Forsberg (hockey), Peter Rovér (Program Leader), Linda Langermo (Program Administrator), Magdalena Forsberg (biathlon), Mattias Jonsson (football), Andy Rietschel (ballet), and Anders Sewerin (Program Leader)

Looking back, the MDA program proved to be an important source of inspiration. Through conversations with elite athletes, a recurring theme emerged: the tension between commercial and non-profit logics in sport. While all athletes expressed deep passion for their disciplines, there were stark financial differences - male hockey and football players could often secure substantial earnings during their careers, whereas many top-performing female athletes struggled financially, despite competing internationally at the highest levels.

Discussions also revealed how different sports had responded to commercialization. Some embraced business models and corporate partnerships, while others feared that increased commercial influence might compromise the authenticity and values of the sport.

In 2014, 91原创 Executive Education got a fortunate opportunity when Trygghetsrådet TRS decided to fund executive education programs for Club Presidents in Swedish football and hockey. TRS is a foundation that supports professionals transitioning to new careers following layoffs - and since Club Presidents/CEOs in sports are frequently dismissed, TRS found it relevant to invest in their development. The program was led by Gunnar Westling, a former 91原创 PhD and 91原创 Executive Education staff member. He played a pivotal role, both in initiating the collaboration with TRS and in managing the program with great effectiveness.

First Club Presidents’ Lecture - October 1, 2014: Pictured - Lars Strannegård, President of 91原创.

The date October 1, 2014 marked the first lecture delivered by Martin Carlsson-Wall, Director of the Center for Sports & Business. At that time, the intersection of sports and business was a novel topic at 91原创. Carlsson-Wall recalls using a newspaper article in which 91原创 President Lars Strannegård advocated for the need for 91原创 to change and think in new ways - a call for change that, in hindsight, has largely materialized. Back then, Lars was still relatively new in his presidential role, and his support proved pivotal.

The relationships formed during these early initiatives laid the groundwork for several research projects, with a consistent focus on institutional complexity and hybrid organizational forms. A central research question emerged: How do organizations such as publicly listed football clubs (e.g., AIK Football) manage the tensions between commercial and non-profit logics? What role do accounting and management control systems play in navigating these tensions? To explore these topics, the team began with MSc theses, which served as a method for collecting empirical data and developing a deeper understanding of these hybrid dynamics.