What is most important for a successful sports activation?
For me, it’s largely about finding the right connection. You need to understand what the company wants to get out of its partnership, but also what feels relevant to the rights holder and the target audience. When you bring those pieces together, you can create something that feels natural in the context while also delivering results for the company.
Many partnerships include several different activities. What is required for them to create an impact together?
It’s easy to think that many activities automatically create a lot of value, but it’s not quite that simple. You can make a great video, a successful event, and several social media posts, but if the parts don’t hang together, they easily become isolated efforts that are quickly forgotten. For me, it’s about creating a clear plan early on based on what the company wants to achieve and ensuring that everything we do contributes to the same goal. At the same time, the plan needs to have room for new opportunities and be flexible enough, because sports are dynamic and a lot happens along the way.
What does it take to turn all those ideas and plans into reality?
That’s probably where a large part of my work lies. In a project, there are often many people to involve, decisions to be made, materials to be produced, and deadlines to be met. Someone needs to keep track of the big picture, drive the work forward, and simultaneously pick up the details that pop up along the way. For me, project management is very much about creating clarity for everyone involved and ensuring we move from idea to execution. Because an idea can be as good as it gets, but it doesn’t create any value until it actually becomes reality.
What do you think companies often underestimate when activating a partnership?
How much you can actually get out of a partnership if you plan for it from the start. It’s easy to look at what’s in the contract and see each part in isolation. I think it works much better when you instead look at what we actually have to work with and how we can get more out of it. Can we connect social media with content, events, or other activities? Can an idea live in multiple ways instead of just being a one-off effort? If you have that plan from the beginning, there is often much more to gain from a partnership.
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