The sports marketing industry in the Nordics is dynamic and rapidly evolving, fueled by a love for sports and innovation. Companies range from tech startups to established agencies focusing on content creation, sponsorship, and fan engagement. Digital platforms are increasingly driving growth, allowing brands to reach wider audiences and engage fans in meaningful ways. The rise of esports has created new opportunities, reflecting a shift in how younger generations consume sports. As technology continues to transform the spectator experience, Nordic companies are poised to lead with strategic investments and creativity, making their mark on the global stage.


This listing profiles 17 notable investors active in the sports marketing sector across the Nordics. The investors comprise corporate, venture capital, and private equity firms, primarily based in Stockholm, Copenhagen, and Helsinki. With firm sizes varying from small teams to substantial entities, they have collectively participated in numerous transactions in 2024, demonstrating their commitment to innovation and growth within sports marketing. Founded between 1985 and 2021, these investors are adept at identifying emerging opportunities, including Better Collective and EQT Group, focusing on technology-driven companies and sports engagement.


Top 17 Sports Marketing Investors in the Nordics


1. Better Collective


Better Collective is a Copenhagen-based digital media company founded in 2001, specializing in sports and esports content. With a workforce of 1001-5000 employees, the company operates a portfolio of media brands that engage sports fans and bettors through various content formats. Better Collective focuses on performance-based marketing and community building, providing valuable insights and resources for navigating the sports betting landscape. In recent years, Better Collective has made significant acquisitions to bolster its position in the sports marketing sector, including the acquisition of Playmaker Capital for $188 million, aimed at enhancing its media capabilities. Additionally, they acquired Bola Webinformation, the owner of the sports betting affiliate site Wettbasis.com, for €36.3 million, marking their largest acquisition to date. These transactions highlight Better Collective's commitment to expanding its influence in the sports media and marketing space.


2. Almi

  • Website: almi.se
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 201-500
  • Number of deals in 2024: 7
  • LinkedIn: almi-ab

Almi AB is a financial services company based in Stockholm, Sweden, founded in 1994. It specializes in providing loans, risk capital, and business development support to small and medium-sized enterprises (SMEs) in Sweden. Almi aims to enhance the growth and competitiveness of these businesses by offering tailored financial solutions and guidance. Notably, Almi has been involved in several transactions within the sports marketing context, including investments in Sportswik AB, which raised $1,142,700 in 2017, and Playmaker, which secured $579,420 in 2021. Additionally, they invested in Spiideo, a company focused on sports video analysis, indicating their engagement in the sports sector. These transactions highlight Almi's interest in supporting innovative companies that contribute to the sports marketing landscape.


3. EQT Group

  • Website: eqtgroup.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 1001-5000
  • Number of deals in 2024: 30
  • LinkedIn: eqt-partners

EQT Group is a prominent private equity firm based in Stockholm, Sweden, founded in 1994. The firm specializes in a diverse range of investment strategies, including private equity, infrastructure, real estate, growth equity, and venture capital. EQT serves institutional investors by providing expertise in managing varied investment portfolios across multiple sectors and geographies. In the sports marketing context, EQT has made significant investments, including a notable transaction with Sportfive, a leading sports marketing agency, where they provided debt financing in 2004. They also invested in United Talent Agency (UTA) in 2022, becoming the largest outside shareholder, which is pivotal in the talent and marketing space. Additionally, EQT's involvement with Sportradar, a company that offers data services for sports, further emphasizes their commitment to the sports industry. Their acquisition of XXL Sport & Villmark, a sports retail chain, showcases their broader engagement in the sports sector, reinforcing their relevance in sports marketing.


4. Verdane

  • Website: verdane.com
  • Type: Private Equity
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 1985
  • Headcount: 51-200
  • Number of deals in 2024: 7
  • LinkedIn: verdane-capital

Verdane is a private equity investment firm based in Oslo, Norway, founded in 1985. The firm specializes in growth equity investments, particularly in technology-enabled companies, providing capital and hands-on support to help businesses scale. Verdane focuses on digitalization and decarbonization trends, primarily targeting technology companies looking to enhance their market position and operational efficiency. Notably, Verdane has been involved in several transactions relevant to the sports marketing industry, including the acquisition of Urban Sports Club, which raised €95 million in funding, indicating a strong interest in the sports and fitness sector. Additionally, their investment in MATCHi, a platform that connects players and venues in the sports industry, further highlights their engagement in sports-related ventures.


5. Seed Capital Denmark

  • Website: seedcapital.dk
  • Type: Venture Capital
  • Headquarters: Frederiksberg, Frederiksberg, Denmark
  • Founded year: 2004
  • Headcount: 1-10
  • Number of deals in 2024: 5
  • LinkedIn: seed-capital-denmark

Seed Capital Denmark is a venture capital firm based in Copenhagen, specializing in providing seed funding and advisory services to technology startups in Denmark. Founded in 2004, the firm has a strong track record of successful investments, particularly in sectors such as SaaS and Fintech. Notably, Seed Capital has invested in Tonsser, a football app that raised €5.5M in Series A funding and previously secured seed funding. This investment highlights their engagement in the sports sector, particularly in technology that enhances sports marketing and fan engagement. Additionally, they invested in Sportcaster, further indicating their interest in sports-related ventures. With a focus on supporting portfolio companies from seed stage to exit, Seed Capital is well-positioned to contribute to the growth of innovative sports marketing solutions.


6. Mtg

  • Website: mtg.com
  • Type: Corporate
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1987
  • Headcount: 11-50
  • Number of deals in 2024: 1
  • LinkedIn: mtg

Modern Times Group (MTG) is a gaming and entertainment company based in Stockholm, Sweden, founded in 1987. With a focus on developing and publishing a wide range of mobile and browser games, MTG leverages its expertise in user engagement and innovation to provide engaging gaming experiences. Notably, MTG has made significant investments in the esports sector, acquiring ESL - Turtle Entertainment for approximately $86 million in 2015, which is a leading esports company known for organizing competitive gaming events. Additionally, MTG acquired DreamHack, an esports firm and event organizer, for SEK 244 million ($28 million) in the same year, further solidifying its presence in the esports market. These strategic acquisitions demonstrate MTG's commitment to the sports marketing industry, particularly in the growing field of esports.


7. Altor Equity Partners

  • Website: altor.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2003
  • Headcount: 51-200
  • Number of deals in 2024: 6
  • LinkedIn: altor

Altor Equity Partners is a private equity investment management firm based in Stockholm, Sweden, founded in 2003. The firm specializes in providing consulting services across various sectors, including technology and consumer products, with a focus on enhancing operational efficiency and sustainable growth. Altor has made notable investments in the sports industry, including the acquisition of CCM Hockey, a prominent manufacturer of hockey equipment, which holds a significant market share globally. This acquisition aims to enhance marketing efforts and product development, particularly targeting female players and youth. Additionally, Altor's investment in O'Learys, a leading sports-themed restaurant chain in Europe, underscores their commitment to supporting growth and international expansion in the sports sector. These strategic investments reflect Altor's active role in the sports marketing landscape.


8. Bonnier Ventures

  • Website: bonnierventures.com
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2013
  • Headcount: 1-10
  • Number of deals in 2024: 1
  • LinkedIn: bonnier-ventures

Bonnier Ventures is a venture capital firm based in Stockholm, Sweden, founded in 2013. As the investment division of the Bonnier Group, they focus on providing capital and management support to promising companies in structurally growing industries, including healthcare, media, sustainability, fintech, and SaaS. Notably, Bonnier Ventures has participated in several transactions, including investments in Heja, a youth sports management social platform, which raised funds in multiple seed rounds. Their involvement in Heja highlights their interest in the sports sector, particularly in technology that enhances sports management and community engagement. Additionally, they have invested in other companies like United Screens and Abios, although these are not directly related to sports marketing. Overall, Bonnier Ventures leverages its extensive network and expertise to foster long-term growth for its portfolio companies, including those in the sports domain.


9. Lifeline Ventures


Lifeline Ventures is a venture capital firm based in Helsinki, Uusimaa, Finland, founded in 2009. The firm specializes in early-stage investments in startups, providing financial backing and advisory services to entrepreneurs across various sectors. Lifeline Ventures focuses on supporting resilient founders from the inception of their ventures. Notably, they have participated in transactions relevant to the sports marketing context, such as their investment in RFRSH Entertainment, a Danish esports team agency, which highlights their engagement in the esports industry. Additionally, their involvement in the $25 million Series A financing round for VersusGame, a platform that drives product development and engagement with creators and players, further emphasizes their interest in the intersection of technology, gaming, and sports marketing. These transactions illustrate Lifeline Ventures' commitment to supporting innovative companies that operate within the sports marketing landscape.


10. Betsson AB (publ)

  • Website: betssonab.com
  • Type: Corporate
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1963
  • Headcount: 11-50
  • Number of deals in 2024: 3
  • LinkedIn: betssonab

Betsson AB (publ) is a corporate investor based in Stockholm, Sweden, founded in 1963. The company specializes in online gaming services, including sports betting and casino games, operating a regulated digital platform for online gambling. In recent years, Betsson has made several strategic acquisitions to bolster its presence in the sports betting market. Notably, they acquired KickerTech Malta to enhance their B2B growth strategy and improve sportsbook technology, which is essential for sports marketing. Additionally, their acquisition of Holland Gaming Technology Ltd for €27.5 million marks a significant re-entry into the Dutch market, further emphasizing their commitment to expanding their sports betting operations. These transactions highlight Betsson's active role in the sports marketing industry, making them a relevant investor in this space.


11. Heartcore Capital

  • Website: heartcore.com
  • Type: Venture Capital
  • Headquarters: Copenhagen, Denmark
  • Founded year: 2007
  • Headcount: 11-50
  • Number of deals in 2024: 17
  • LinkedIn: heartcorecapital

Heartcore Capital is a venture capital firm based in Copenhagen, Denmark, founded in 2007. The firm specializes in investing in early-stage technology companies and emphasizes building long-term relationships with entrepreneurs. Heartcore has been involved in several notable transactions within the esports sector, including a €12.5 million investment in BLAST Premier, a Danish esports entertainment startup, and multiple investments in RFRSH Entertainment, a Danish esports team agency managing prominent teams like Astralis. These transactions highlight Heartcore's commitment to supporting innovative companies in the sports marketing domain, particularly in the rapidly growing esports industry.


12. CapMan

  • Website: capman.com
  • Type: Private Equity
  • Headquarters: Helsinki, Uusimaa, Finland
  • Founded year: 1989
  • Headcount: 51-200
  • Number of deals in 2024: 4
  • LinkedIn: capman

CapMan Oyj is an investment management firm based in Helsinki, Finland, specializing in private equity, real estate, infrastructure, and natural capital investments. Founded in 1989, CapMan serves institutional investors by providing access to diverse investment strategies aimed at achieving sustainable returns. The firm has a strong presence in the Nordic markets and leverages its expertise to manage funds and drive value creation for its clients. Notably, CapMan has been involved in several transactions relevant to the sports marketing industry, including the acquisition of MMSports in July 2021, which focuses on sports nutrition and equipment. This acquisition aligns with CapMan's strategy to support growth and international expansion in the sports sector. Additionally, their earlier investment in Top League in 2012 further demonstrates their engagement in the sports industry, although details on that transaction are less clear.


13. Creandum

  • Website: creandum.com
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2003
  • Headcount: 11-50
  • Number of deals in 2024: 17
  • LinkedIn: creandum

Creandum is a venture capital firm based in Stockholm, Sweden, founded in 2003. They specialize in supporting early-stage entrepreneurs in building global, category-defining companies across various sectors, including fintech and health tech. Creandum provides venture capital investment, strategic support, and networking opportunities to startups, nurturing them from seed to IPO. Notably, they have made significant investments in the sports marketing context, particularly in esports. Their involvement with RFRSH Entertainment, which manages prominent esports teams like Astralis, Heroic, and GODSENT, showcases their commitment to the esports industry. Additionally, their investment in BLAST Premier, a leading esports entertainment startup, and a minor stake in Forza Football, a platform with millions of active users, highlights their engagement in sports-related ventures. This diverse portfolio positions Creandum as a relevant player in the sports marketing investment landscape.


14. Butterfly Ventures

  • Website: butterfly.vc
  • Type: Venture Capital
  • Headquarters: Helsinki, Uusimaa, Finland
  • Founded year: 2012
  • Headcount: 1-10
  • Number of deals in 2024: 5
  • LinkedIn: butterfly-ventures

Butterfly Ventures is a venture capital firm based in Helsinki, Uusimaa, Finland, founded in 2012. The firm specializes in seed stage investments, particularly in deep tech startups, and is known for providing capital and strategic support to early-stage companies. Butterfly Ventures emphasizes social and environmental impact, actively engaging with its portfolio companies to foster innovation and success. Notably, they have made several investments in the sports sector, including Sports Tracking Technologies, which focuses on sports analytics, and TVM Media, which operates in the sports media space. These transactions highlight their commitment to supporting companies that intersect with sports marketing, alongside their broader investment strategy.


15. Stillfront

  • Website: stillfront.com
  • Type: Corporate
  • Headquarters: Ödeshög, Östergötland, Sweden
  • Founded year: 2010
  • Headcount: 1001-5000
  • LinkedIn: stillfront

Stillfront Group is a gaming company based in Ödeshög, Östergötland, Sweden, founded in 2010. It develops and publishes a diverse range of digital games, engaging nearly 50 million players monthly. The company focuses on creating immersive gaming experiences across various genres, including strategy and simulation. Notably, Stillfront has made strategic acquisitions to enhance its portfolio in the sports gaming sector. In 2012, it acquired Power Challenge, a leading studio in online social sports games, which bolstered its presence in the sports gaming market. Additionally, in 2017, Stillfront acquired a 51% stake in OnlineFussballManager, a German sports management game, further solidifying its commitment to sports-related gaming. These transactions reflect Stillfront's strategy to leverage sports gaming as part of its broader gaming offerings.


16. Nordic Capital

  • Website: nordiccapital.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1989
  • Headcount: 201-500
  • Number of deals in 2024: 10
  • LinkedIn: nordic-capital

Nordic Capital is a private equity firm founded in 1989 and based in Stockholm, Sweden. The firm specializes in investments across various sectors, including healthcare and technology, and is known for partnering with management teams to drive growth and operational improvements in its portfolio companies. Nordic Capital has a strong focus on creating long-term value and sustainability in its investments. Notably, the firm has made significant strides in the sports marketing sector, particularly through its acquisition of Unisport, a leading football equipment retailer, in 2015. This acquisition allowed Nordic Capital to leverage Unisport's brand alongside its other sports concern, Sportmaster. Additionally, Nordic Capital's involvement in the venture round for Unisport in 2018 further highlights its commitment to the sports industry. These transactions illustrate Nordic Capital's strategic interest in the sports marketing space, despite its broader investment focus.


17. EQT Ventures

  • Website: eqtventures.com
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2015
  • Headcount: 11-50
  • Number of deals in 2024: 28
  • LinkedIn: eqt-ventures

EQT Ventures is a venture capital firm based in Stockholm, Sweden, founded in 2015. The firm specializes in investing in early-stage tech startups, providing not only financial support but also operational assistance to entrepreneurs. EQT Ventures connects startups with a global network of industry experts and resources to foster growth and innovation. Notably, they have been involved in significant transactions within the sports marketing context, such as leading a $15 million Series A funding round for Let’s Do This, an online marketplace for endurance sporting events, and co-leading a $60 million Series B funding round for the same company. Their involvement in these transactions highlights their interest in the sports sector, particularly in platforms that enhance participation in sporting events and connect athletes with opportunities.



Sports Marketing Insights: Key Investors in the Nordics


InvestorHeadquarterSizeFoundedDeals 2024
Better CollectiveCopenhagen, Denmark1001-500020011
AlmiStockholm, Stockholm, Sweden201-50019947
EQT GroupStockholm, Stockholm, Sweden1001-5000199430
VerdaneOslo, Oslo, Norway51-20019857
Seed Capital DenmarkFrederiksberg, Frederiksberg, Denmark1-1020045
MtgStockholm, Stockholm, Sweden11-5019871
Altor Equity PartnersStockholm, Stockholm, Sweden51-20020036
Bonnier VenturesStockholm, Stockholm, Sweden1-1020131
Lifeline VenturesHelsinki, Uusimaa, Finland1-10200914
Betsson AB (publ)Stockholm, Stockholm, Sweden11-5019633
Heartcore CapitalCopenhagen, Denmark11-50200717
CapManHelsinki, Uusimaa, Finland51-20019894
CreandumStockholm, Stockholm, Sweden11-50200317
Butterfly VenturesHelsinki, Uusimaa, Finland1-1020125
StillfrontÖdeshög, Östergötland, Sweden1001-500020100
Nordic CapitalStockholm, Stockholm, Sweden201-500198910
EQT VenturesStockholm, Stockholm, Sweden11-50201528


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