Agenda 2026

PARTNERSHIPS OF THE FUTURE

Welcome to Partnerships of the Future - SPOT:ON Activation 2026.

A day packed with sharp insights, real cases, and practical tools for building partnerships that create measurable value and cultural relevance. Meet the people shaping what’s next across brands, rights holders, agencies, creators, and platforms.
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Leave with new ideas, new connections, and real momentum.
Book your ticket and join the future of partnerships.

Our inspiring speakers & high-impact sessions

A day full of inspiration & valuable insights

We’re proud to present a line-up of experts who don’t just talk trends - they share what works. Expect sharp perspectives, practical cases and sessions built for people who create value through partnerships and activation.

More speakers will be revealed soon.

​Explore the speakers and session topics below.

Bettina Kuperman
Saga Sports Group

Stop Copying. Start Redesigning. Women's sport - the biggest growth area in sports. 

In this session, Bettina Kuperman puts the spotlight on how women's sport scales faster when you challenge conventions and build with an entertainment- and content-first mindset. You will hear how Saga Sports Group drives change in women's sport through three arguments: what needs to change (and disappear) for the next growth curve to happen; why new competition formats, event formats, and content formats serve modern audiences better than inherited templates; and why brands get more when they stop sponsoring sport and start building with it, connecting competition, content, and community into one platform.

Everything in this session is already being built. Sensational League, a new digitally-driven women's pro football league, launches in Copenhagen in Summer 2026.

Mikkel Grove Lindsted 
FC Copenhagen

From Sponsorships to a Commercial Platform
How do you build a scalable commercial ecosystem?

FC Copenhagen has helped raise the bar in Denmark by moving beyond traditional sponsorships and building a commercial platform designed to scale. In this session, Mikkel Grove Lindsted shares how FCK structures its partnership ecosystem in practice - from products, rights and activation to hospitality, content and delivery.

You'll get a look behind the scenes at how FCK thinks about value exchange and co-creation with partners, and which strategic choices have been most critical in lifting the commercial level. Expect concrete examples, clear principles, and takeaways you can apply whether you work with sports clubs/federations, brands or agencies.

​Key takeaways
* What a "commercial platform" looks like in practice - and how it's organised
* How to turn partners into co-creators (not just logo buyers)
* The decisions and trade-offs that unlock scale and consistency
* Lessons other organisations can adapt to their own partnership model

Charlotte Holm
Salling Group

From Values to Value Creation: Partnerships with Direction and Impact

How do you translate corporate values into partnership strategy, without compromising commercial sharpness?

In this session, Charlotte Holm, Salling Group, shares how one of the Nordics’ largest retail groups works strategically with partnerships rooted in the principle of equal opportunities - and turns intention into structure, investment into impact.

We explore how Salling Group integrates values into decision-making when selecting rights holders, platforms, and collaboration models, and how modern value-based positioning can coexist with clear business priorities.

A key case is the Dual Career partnership with Team Denmark - a structured collaboration designed to support athletes in combining elite sport with education and career development. More than sponsorship, it represents a long-term development partnership with defined roles, governance frameworks, target groups, and measurable ambitions.

The session will also dive into how Salling Group ensures that significant investments across partnerships with Team Denmark, DBU, AGF, and other actors in the experience industry are translated into concrete initiatives with documented impact.

Topics include:
  • Embedding “equal opportunities” into partnership strategy and selection
  • Moving from support to structured development partnerships
  • Governance models that balance purpose and performance
  • Principles for activation, prioritization, scalability, and long-term impact
  • Defining success: KPIs, measurement frameworks, and organizational learning

This session offers a rare look into how a major commercial player builds partnerships that are principled, performance-driven, and built to last.

​Expect practical insights on how to align values, governance, and business objectives — and how to create partnerships that deliver measurable value for all stakeholders.

Lars Moss
Pas Normal Studios

BUILDING PREMIUM THAT SCALES
Pas Normal Studios is a Danish premium brand that, in just a few years, has built a distinctive international position at the intersection of performance cycling, fashion, and culture.

With an uncompromising aesthetic, world-class content, and strong brand discipline, they’ve created a universe that feels iconic - and performs commercially.

At SPOT:ON Activation, Lars Moss shares how to build a premium position in a crowded market, turn brand, community, and storytelling into growth drivers, and create high-visibility commercial partnerships (including with VELUX) without diluting brand DNA.

He will also unpack how Pas Normal Studios develops new platforms and initiatives - from campaigns to launching its own Pro Gravel team.
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If you work with brand activation, partnerships, or modern brand building, this session is a must.

Jimmy Jakobsson
​Ingager Sports

Winning Partnerships with Athletes
In this session, Jimmy Jakobsson, CEO of IngagerSports, shares the playbook for turning athletes into strong digital brands - without losing authenticity.

You’ll get a practical framework for strategy, personal brand, and always-on content + community management, even during a packed competition calendar.

Jimmy will also unpack how visibility becomes business: brand fit, deal structure, and partnership activation that creates real value for both athlete and sponsor.

Case highlight: IngagerSports’ work with tennis star Jasmine Paolini, including building her TikTok presence with behind-the-scenes storytelling around the biggest tournaments.
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Expect concrete takeaways you can apply across athletes, rights holders, and brands looking to win on social.

Stian Grøstad
​Gjensidige

The Breathing Space 
What began in 2023 as a discreet room at Scandinavia's biggest beach festival Palmesus has year-by-year evolved into a full ecosystem offering direct access to professional mental health support. The Breathing Space has steadily grown into a national mental-health initiative from Norway's largest insurance company, Gjensidige, created to support GenZ where they need it most, in the spaces where they already are. Delivered in partnership with NGO Mental Helse Ungdom, the now many spaces provide low-threshold, stigma-free entry to help in-person, or instant connectivity to MHU's digital chat service.

​The idea was simple yet radical; Meet young people in environments defined by noise and pressure, and offer them quiet, empathy, and someone to talk to. At the end of 2024 we strengthened our activations at festivals, scaled up nationally, and in 2025 we built a permanent installation at Unity Arena, and launched a mobile unit visiting youth sports tournaments, match day events, concerts, student weeks and cinemas.

In this session, Stian Grøstad (Head of Sponsorship), shares how purpose-led sponsorship can drive real-world impact and real brand value at the same time.

You'll learn how they designed a discreet, on-site mental health support experience, built trust with the audience, and turned a festival partnership into a platform for meaningful action.
Blending care, creativity, and cultural insight, they`ve demonstrated how a brand can be strengthened by living its purpose authentically - safeguarding life, one conversation at a time.

Stian also unpacks the sponsorship strategy behind the work: partner choice, activation principles, stakeholder alignment, and how to measure outcomes that matter.

​The session will be in Danish. 

Peter Jurland
​​Royal Arena

Royal Arena’s Partnership Transformation
Royal Arena is redefining what a modern venue can be, not just as a stage for world-class shows, but as a platform for stronger commercial partnerships and a more premium fan experience.

At SPOT:ON Activation, Peter Jurland (CMO, Royal Arena) shares how the arena is transforming its commercial strategy end-to-end, from partnership thinking to on-site experience design.

A standout case is the Vinyl Room, a new partnership concept developed in collaboration with Live Nation, built to elevate the guest journey and create new value for partners.

Expect concrete learnings on how to build scalable partnership assets, strengthen the experience layer, and turn a venue into a brand-ready ecosystem.

​If you work with sponsorships, experiences, and venue-based activation, this session will leave you with fresh inspiration and practical takeaways.

Peter Kastrup-Misir
Manifold AI

AI transforming the Experience Industry

In this talk-session, Peter Misir from Manifold AI will share how AI is moving fast from “back-office efficiency” to becoming a real force in the experience economy, shaping how fans, guests, communities, and partners discover, choose, and engage with sport, culture, festivals, venues, and NGOs.
 
Peter is recognised as a true thought leader in AI with a sharp commercial mindset, known for developing powerful “virtual colleagues”: AI solutions designed to work alongside teams, supporting strategy, creativity, activation planning, and smarter decision-making.
 
Expect a forward-looking session that connects AI to real business value: how to future-proof your experience offering, strengthen partnerships, and build a setup where your organisation can move faster, without losing authenticity, trust, or human touch.
 
Takeaways:
  • Where AI creates measurable value across experience, partnerships, and operations
  • How “virtual colleagues” can support strategy, activation, and measurement
  • What to start with first, so you can move from AI curiosity to real implementation
 
If you’re a decision maker working with experiences, audiences, and partnerships, this session will give you new perspective and concrete momentum.

Sophie Morris
​2026 ESA Sponsorship Trends Research: A Look Ahead

What are the top 10 trends in sponsorship in 2026?

How have sponsorship trends changed over the past few years and which trends have been constant throughout?

Sophie Morris will share research from the European Sponsorship Association's annual member survey.

Vládimir Liúlka (BlockSport) & Victor Alvarez (Monaco Basket)
Fan Experience 2.0 - How Monaco Reinvented Engagement

What does “next level fan engagement” look like when content, community, gamification and partner value are built into one ecosystem?
 
At SPOT:ON Activation, Vládimir Liúlka (BlockSport) and Victor Alvarez (Monaco Basket) take us behind the scenes of AS Monaco Basket’s award-nominated fan experience strategy, and the integrated digital platform built together with Blocksport and TV Monaco.
 
You’ll see how Monaco connected the dots across:
-Exclusive content formats (incl. a weekly show concept)
-Social walls that bring fans into the story — in-app and in-venue
-Missions, predictions and challenges that drive repeat engagement
-Loyalty and rewards that turn participation into long-term value
 
And yes, they’ll share what it delivered: strong returning usage, meaningful fan data, and new sponsor pathways built for scalable activation.

Morten Friis-Olsen
​From chaos to clarity: How data + AI professionalise partnerships

Partnerships are getting more complex - and expectations from both brands and rights holders keep rising. In this session, Morten Friis-Olsen shares how commercial teams can use data and AI to create more structure, reduce delivery risk and document value in a way that actually scales.

We’ll look at what it takes to move from scattered tools and manual follow-up to a more connected setup: clear rights and deliverables, automated workflows, and reporting that’s always up to date - supported by AI that helps keep execution on track.

Key takeaways
  • How to build a *single source of truth* across contracts, rights, deliverables and reporting
  • Where AI can remove friction: structure, risk spotting, follow-up and reporting
  • Smarter measurement through secure data collaboration - from “we delivered” to “we proved value”
  • Practical steps brands and rights holders can take to work more professionally

Join the conference

A high-impact day of insights, real cases, and practical tools for partnerships that deliver measurable value and cultural relevance. Connect with the people shaping what’s next - across brands, rights holders, agencies, creators, and platforms.

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EVENT LOCATION

Royal Arena
Hannemanns Allé 18-20
2300 København S
 
 

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