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When I joined the GSIC Powered by Microsoft Ambassador Program, a few people asked me why. It's a fair question. I already run a consultancy. I work with brands and rights holders across the experience industry every day. I don't need another credential or a logo on my website footer. So why? The honest answer is that I was tired of watching capable organisations in Danish and Nordic sport sit on the sidelines of a conversation they should be leading. Not because they lack am

The experience industry is under pressure. Here's what smart organisations are doing about it. There is a tension that almost every leader in the experience industry knows personally. Fans, guests, and customers expect more. More personalisation. Faster responses. Experiences that feel like they were designed for them specifically - not for the average ticket buyer or the average follower. And yet the team delivering all of this? Same size as three years ago. Maybe smaller. T

I sat in a boardroom recently where a federation's commercial director proudly told me they had over a million fans. When I asked how many of those they could actually reach directly - with a personalised message, at the right moment - the room went quiet. That gap is where most sports organisations are losing money. The problem is structural Sports organisations have built their commercial models around broadcast reach and sponsorship inventory. It still works - to a point.

I'll be honest with you. There were moments in the early years of SPOT:ON Club where I genuinely wondered if we were kidding ourselves. Events where the turnout was smaller than we hoped. Planning sessions that ran until midnight for something that felt bigger in our heads than it did on paper. The quiet anxiety of putting something out into the world and not knowing whether people would actually care. Building a professional community from scratch is nothing like starting a

How do you measure the true value of a sponsorship or partnership? In today’s experience economy, across sports, music, and culture, partnerships between brands and rights holders have become critical growth drivers. But while investments are increasing, many organizations still struggle with one key question: How do we document and optimise the Relationships of our sponsors? At Staircase Consulting, we work with Gersdorff Research to deliver data-driven partnership analysis,

And Danish consumers know it. Here is a number that should give pause in any sponsorship strategy discussion: 55 per cent of Danish consumers believe that sponsorships are primarily about making companies look better. That is not a small, sceptical minority. It is more than half the population you are trying to impress with your logo on a jersey, your name in a cultural programme's sponsor credits, or your brand alongside a social cause. This is one of the key findings from a