Artiklar & nyheter

July 9, 2026

“Sport brings people together and creates engagement”

Denise Reinler, Head of Communications at Brixly AB, explains why sport is an important platform for the company's brand. Through the collaboration with ISP and the Inhouse team, Brixly can drive partnerships with a clear common thread, strong alignment with values, and a focus on long-term societal benefit.

July 6, 2026

”Good sports content needs both emotion and direction”

Olof Lidh, Head of Inhouse Business Area at ISP Sport & Marketing, explains how authentic sports content is created through the right context, clear audience insights, and a natural connection between the rights and the business.

June 22, 2026

“Sports create natural encounters and build trust”

Kjell Nihlmar, Sponsorship Manager at Prioritet Finans, discusses the company's long-term commitment to Swedish sports and how sponsorship contributes to stronger local communities, natural meeting places, and relationships with entrepreneurs.

June 14, 2026

From Right to Business

Many companies invest in sports today. But significantly fewer actually use sports as a business channel.

June 10, 2026

"We view sports marketing as a data-driven marketing channel"

Marcus Larsson, COO at ISP Sport & Marketing, explains how strategy, data, and content collaborate to create sports marketing that both builds brands and drives business.

May 29, 2026

EY report shows a growing market

Swedish elite football is growing. But this growth also places new demands on how the sports business is packaged, activated, and followed up.

May 26, 2026

”We are visible where our service is actually used”

Joakim Held, CEO of Mobill AB, explains why sports is a natural platform for building Mobill's brand. Through the collaboration with ISP Sport & Marketing, Mobill can reach people in real-world user situations, from matches and training sessions to events where parking and mobility become a natural part of the experience.

May 11, 2026

“Partnerships are about building a team that pulls in the same direction”

Nicklas Bärkroth, National Sales Manager at ISP Sport & Marketing, shares his thoughts on the similarities between sports and business and why clear goals, curiosity, and data-driven insights are crucial for strong partnerships.

April 21, 2026

"Companies often get fixated on exposure"

Elliot Käck, National Sales at ISP Sport & Marketing, explains why companies need to view sports partnerships as an active marketing channel and not just as a place for visibility.

April 10, 2026

Partnerships are an investment

Partnerships are an investment. But the business value depends on how you work with them.

April 8, 2026

Female sports fans are growing rapidly

Female sports fans are growing rapidly. The question is how to reach them.

April 6, 2026

Why sports outperform owned channels in social media

It's easy to assume that social media is primarily about content: the right format, the right tone, and the right timing. And while that certainly plays a role, in practice, much is also determined by the context.

April 2, 2026

Three benefits of sports sponsorship

Three benefits of sports sponsorship – and why they only become a business asset when used correctly.

March 31, 2026

Data is the new gold in sponsorship

Data is the new gold in sponsorship. But how many are equipped for it?

March 24, 2026

”Sports truly engage people”

Nils Wiberg, CEO of Prioritet Finans, explains why sports are an important arena for the company's social commitment, brand building, and business. For Prioritet, these partnerships are about combining clear goals with a long-term commitment that creates impact both within the business and in society.

March 5, 2026

"Swedish Athletics unites grassroots, elite, and strong values"

Patrik Sundemar, a salesperson for Swedish Athletics via ISP Sport & Marketing, discusses working with a property that combines the joy of movement, social benefit, and beloved national team stars.

February 24, 2026

"Handball's values are our shining stars"

Stefan Lövgren, CEO of Svenska Handbollslandslaget AB, discusses handball's commercial development and how the national teams' strong values, societal impact, and attractive events foster relevant and long-term partnerships.

January 27, 2026

“Sports make our brand more human and memorable”

Adam Danielsson, CCO at Beans In Cup, explains why sports and the collaboration with ISP Sport & Marketing have become an important part of the company's brand platform. Through matches, events, and sampling, Beans In Cup aims to connect with people in contexts characterized by community, engagement, and long-term commitment.