The sports event planning industry in the Nordics is dynamic, featuring a variety of stakeholders including event organizers, marketing agencies, and technology platforms. Companies in this space frequently collaborate to deliver everything from marathons to esports tournaments, ensuring a well-rounded experience for participants. Technological innovation and digital experiences are trending, demonstrating a shift toward enhanced engagement for both organizers and attendees. As sports enthusiasts increasingly seek interactive and immersive experiences, the industry responds by integrating cutting-edge technology to elevate event management. The rise of esports and sustainable practices is further influencing the sector's evolution in this region.


In the Nordic region, sports event planning investors come from various backgrounds, including corporate giants and venture capitalists. Headquartered primarily in cities like Stockholm, Copenhagen, and Oslo, these investors range in size from small firms to large multinationals. Founded from 1985 to 2016, the seventeen identified investors reflect a commitment to this sector, with a total of 90 investments in 2024. Their strategies vary, with some focusing on early-stage technology ventures and others pursuing corporate acquisitions, revealing a comprehensive approach to capitalizing on the growing sports event landscape and its opportunities.


Top 18 Sports Event Planning Investors in the Nordics


1. 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, that specializes in providing loans, risk capital, and business development support to small and medium-sized enterprises. Founded in 1994, Almi aims to enhance the growth and competitiveness of these businesses through tailored financial solutions and guidance. Notably, Almi has made significant investments in the sports sector, including a leading role in the funding of World's Marathons, which raised SEK 3.7 million to develop a global marketplace for marathons. Other relevant investments include Sportswik AB, which focuses on sports analytics, and RaceOne, a platform for race management and event planning. These transactions highlight Almi's commitment to supporting innovation and growth within the sports event planning industry.


2. Better Collective


Better Collective, founded in 2001 and based in Copenhagen, Denmark, is a corporate investor specializing in digital media focused on sports and esports content. The company operates a portfolio of media brands that engage sports fans and bettors through various content formats, emphasizing performance-based marketing and community building. In recent transactions, Better Collective has made significant acquisitions, including Playmaker for $54 million and Playmaker Capital for $188 million, aimed at enhancing their media capabilities and expanding their audience in the sports media sector. These strategic moves reflect their commitment to navigating and influencing the sports betting landscape, which is closely related to sports event planning.


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. Notably, EQT has made significant investments in the sports sector, including a strategic investment in Sportfive, a company focused on active sports marketing, and multiple rounds of funding for Sportradar, a leader in sports data and analytics. Additionally, EQT's acquisition of XXL Sport & Villmark, a major sports retail chain in the Nordic region, highlights their commitment to the sports industry. These transactions reflect EQT's active role in the sports ecosystem, positioning them as a relevant investor in the sports event planning space.


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 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 made significant investments in the sports sector, including the acquisition of Watch it Live AB and PerformIQ, both of which are involved in sports-related services. Additionally, Verdane led a €95 million funding round for Urban Sports Club, a company that promotes sports activities and memberships, further demonstrating their commitment to the sports industry. Their investment in MATCHi, a platform for sports facility bookings, also highlights their engagement in the sports event planning space.


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 has previously secured seed funding rounds. This involvement in a sports-related application highlights their interest in the sports industry, despite their broader focus on technology startups. Additionally, they have invested in Sportcaster, which further emphasizes their engagement with ventures that intersect with sports.


6. 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 an online gaming company based in Stockholm, Sweden, founded in 1963. The company specializes in a variety of 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 sportsbook technology, RaceBets to strengthen their horse racing offerings, and Holland Gaming Technology to re-enter the Dutch market. These transactions reflect Betsson's commitment to expanding its influence in the sports betting sector, which is integral to sports event planning.


7. 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 worldwide. Notably, MTG has made significant strides in the eSports market, acquiring DreamHack, an eSports firm and event organizer, for SEK 244 million ($28 million) in 2015. This acquisition expanded MTG's presence in the eSports sector, complementing its earlier investment in ESL - Turtle Entertainment, which was acquired for $86 million in 2015. Additionally, MTG has participated in funding rounds for various eSports-related companies, such as Legendary Play and Tonk Tonk Games, further solidifying its commitment to the eSports audience and event planning.


8. 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. Notably, they have made significant investments in the esports industry, which is closely related to sports event planning. Their involvement with RFRSH Entertainment, a Danish esports team agency, and BLAST Premier, an esports entertainment startup, highlights their commitment to this sector. Additionally, their investment in Forza Football, a platform with millions of active users, further demonstrates their interest in sports-related ventures. Creandum's business model focuses on nurturing companies from seed to IPO, leveraging their expertise and connections to help entrepreneurs succeed in various industries, including sports.


9. 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 focuses on building long-term relationships with entrepreneurs to support their business journeys. Heartcore has been active in the esports sector, which is a vital part of the sports event planning landscape. Notable transactions include investments in RFRSH Entertainment, a Danish esports team agency, and BLAST Premier, an esports entertainment startup. These investments highlight Heartcore's commitment to supporting companies that organize and manage esports events, thereby contributing to the sports event planning industry.


10. 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 across various sectors, providing financial backing and advisory services to resilient founders. Notably, Lifeline Ventures has participated in transactions that intersect with the sports event planning industry, such as their investment in RFRSH Entertainment, a Danish esports team agency that focuses on managing esports teams and developing live events. Additionally, they were involved in the Series A funding of VersusGame, which aims to enhance product development and engage with creators and players in the gaming and sports sectors. These activities highlight Lifeline Ventures' commitment to supporting innovative ventures that contribute to the sports and esports landscape.


11. 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 focuses on enhancing operational efficiency and sustainable growth for its partners through tailored investment strategies and digital transformation solutions. Altor has been involved in several notable transactions in the sports sector, including acquiring a minority stake in O'Learys Holding AB, a leading sports-themed restaurant chain in Europe, which aims to support its growth and international expansion. Additionally, Altor has invested in XXL Sport & Villmark, a retailer specializing in sports and outdoor products, and has been involved with Rossignol, a well-known brand in the sports equipment industry. These investments highlight Altor's commitment to the sports sector and its potential role in sports event planning.


12. Nokia

  • Website: nokia.com
  • Type: Corporate
  • Headquarters: Espoo, Uusimaa, Finland
  • Founded year: 1865
  • Headcount: 10001+
  • Number of deals in 2024: 3
  • LinkedIn: nokia

Nokia Corporation is a telecommunications and technology solutions provider based in Espoo, Uusimaa, Finland, founded in 1865. The company specializes in networking technology and digital transformation, offering a wide range of products and services, including cloud infrastructure, mobile networks, and security solutions. In 2021, Nokia made a notable move in the sports industry by acquiring the naming rights to the Tampere Deck Arena, now known as the Nokia Arena. This landmark partnership deal, which could last for 10 years, includes significant investments in technology upgrades, showcasing Nokia's commitment to enhancing sports venues. This transaction highlights Nokia's strategic interest in the sports event planning sector, alongside their core business operations.


13. 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 based in Stockholm, Sweden, founded in 1989. The firm specializes in investments across various sectors, including healthcare and technology, while also having a notable presence in the sports industry. Nordic Capital has made significant investments in companies like Unisport, a football equipment retailer, where they acquired a majority shareholding, and Sportmaster, indicating their strategic interest in sports-related businesses. Additionally, their recent acquisition of BRP Systems, a leading Nordic SaaS ERP platform for the fitness industry, highlights their focus on supporting growth and operational improvements in sectors that intersect with sports and fitness. Nordic Capital aims to create long-term value and sustainability in its investments, making them a potential partner for ventures in sports event planning.


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 provides both capital and strategic support to help early-stage companies navigate growth challenges. Butterfly Ventures emphasizes social and environmental impact in its investment strategy. Among their notable transactions, they invested in Sports Tracking Technologies in 2014, which focuses on technology solutions for sports performance tracking. This investment highlights their engagement in the sports sector, alongside other investments in various industries, showcasing their versatility and interest in innovative solutions that could enhance sports event planning.


15. Conor Venture Partners

  • Website: conor.vc
  • Type: Venture Capital
  • Headquarters: Espoo, Uusimaa, Finland
  • Founded year: 2005
  • Headcount: 1-10
  • Number of deals in 2024: 1
  • LinkedIn: conor-venture-partners

Conor Venture Partners is a venture capital firm based in Espoo, Uusimaa, Finland, founded in 2005. The firm specializes in investing in early-stage technology companies, particularly in sectors such as ICT, electronics, embedded systems, and new materials & optics. Notably, Conor has been involved in significant transactions that intersect with the sports industry. For instance, they participated in the Series A funding for Supponor, a Finnish digital advertising technology provider, which raised 6 million euros to enhance advertising capabilities for event organizers and broadcasters. This investment highlights their commitment to supporting technologies that improve sports event monetization and engagement. Additionally, their investment in Omegawave, which raised funds for performance monitoring in sports, further demonstrates their relevance to the sports sector. Conor provides strategic guidance and financial support to help these companies grow and succeed in global markets, making them a valuable player in the intersection of technology and sports event planning.


16. Frumtak Ventures

  • Website: frumtak.is
  • Type: Venture Capital
  • Headquarters: Reykjavík, Reykjavíkurborg, Iceland
  • Founded year: 2008
  • Headcount: 1-10
  • Number of deals in 2024: 4
  • LinkedIn: frumtak

Frumtak Ventures is a venture capital firm based in Reykjavík, Iceland, founded in 2008. The firm specializes in investing in early-stage startups, particularly in technology and innovation sectors. They provide financial backing and strategic consulting to help entrepreneurs grow their businesses, emphasizing collaboration and support from seed stage through IPO. Notably, Frumtak Ventures has invested in Abler, which operates the sports management platform Sportabler, raising €3.7 million in a post-seed funding round. This investment highlights their involvement in the sports sector. Additionally, they have participated in funding rounds for Activity Stream, a company that, while not directly related to sports event planning, operates in a technology space that could intersect with sports management and event planning. Their investment approach focuses on companies with potential for global impact, which aligns with the dynamic nature of the sports industry.


17. 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 significant transactions within the sports sector, such as their investments in Heja, a youth sports management social platform. Heja raised $4.2 million in a seed round in 2021, with Bonnier Ventures as one of the participating investors. This investment highlights their engagement in the sports industry, particularly in platforms that enhance youth sports management and community engagement. Additionally, Bonnier Ventures was involved in earlier funding rounds for Heja in 2018 and has also invested in other tech-focused companies, showcasing their diverse investment strategy while still maintaining a foothold in the sports sector.


18. Telia


Telia Company AB is a telecommunications company based in Solna, Stockholm, Sweden, founded in 1853. It operates in the Nordic and Baltic regions, providing a wide range of services including IoT connectivity, smart city solutions, and telephony services. Telia serves both businesses and public sector organizations, focusing on enhancing connectivity and operational efficiency. Notably, Telia has made strategic investments in the sports sector, including the acquisition of Assembly Organizing Oy, which is involved in organizing events. Furthermore, Telia has invested in Solidsport, a Stockholm-based sports streaming events operator, demonstrating its engagement in the sports event planning industry. Additionally, Telia Ventures participated in funding Challengermode, an esports platform, indicating its interest in the evolving landscape of sports and esports. These transactions highlight Telia's active role in the sports event planning and streaming sectors.



Sports Event Planning Insights: Key Investors in the Nordics


InvestorHeadquarterSizeFoundedDeals 2024
AlmiStockholm, Stockholm, Sweden201-50019947
Better CollectiveCopenhagen, Denmark1001-500020011
EQT GroupStockholm, Stockholm, Sweden1001-5000199430
VerdaneOslo, Oslo, Norway51-20019857
Seed Capital DenmarkFrederiksberg, Frederiksberg, Denmark1-1020045
Betsson AB (publ)Stockholm, Stockholm, Sweden11-5019633
MtgStockholm, Stockholm, Sweden11-5019871
CreandumStockholm, Stockholm, Sweden11-50200317
Heartcore CapitalCopenhagen, Denmark11-50200717
Lifeline VenturesHelsinki, Uusimaa, Finland1-10200914
Altor Equity PartnersStockholm, Stockholm, Sweden51-20020036
NokiaEspoo, Uusimaa, Finland10001+18653
Nordic CapitalStockholm, Stockholm, Sweden201-500198910
Butterfly VenturesHelsinki, Uusimaa, Finland1-1020125
Conor Venture PartnersEspoo, Uusimaa, Finland1-1020051
Frumtak VenturesReykjavík, Reykjavíkurborg, Iceland1-1020084
Bonnier VenturesStockholm, Stockholm, Sweden1-1020131
TeliaSolna, Stockholm, Sweden10001+18530


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