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

What has surprised you most in the transition from sports to partnerships/business?
– How similar the two worlds actually are. It's still about relationships, clarity, and shared goals. What really struck me was how much the same driving forces apply: understanding your role, performing together, and building a team that pulls in the same direction. And the feeling of achieving results together remains.

What do you look for early in a conversation?
– Clear goals and curiosity from the company – that says a lot about how far a partnership can go. When there's a genuine desire to create something, not just 'do something,' I immediately feel there's something to build upon. At the same time, I quickly try to understand what the company wants to achieve, what challenges they face, and how open they are to new ideas. When those pieces click and both parties show the same drive, the partnership becomes not just an agreement but an opportunity to create real impact.

Which activation or right is underestimated today?
– Data-driven partnerships – many miss how much impact can be achieved when building on insights instead of gut feeling. Storytelling is also a huge untapped opportunity – companies sometimes tend to underestimate how much can be done when you truly understand your target audiences and can create impactful messages. Similarly, there's enormous potential in connecting your brand to values, inspiration, and positive role models – and sports are an incredibly effective channel for that.

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