Center for Future Driven Sports & Entertainment Innovation

Working strategically with the future of sports and entertainment.

Want to know more about this initiative?
The Center for Future Driven Sports Innovation is a gathering of visionary organizations and companies working together to explore the future of the sports industry.

The landscape around the sports industry is changing. These changes apply to both the rules of the individual sport, with new technological opportunities, and the organization and ecosystem around the sports industry that is in great need to adapt to the increasing complexity.

This is a result of many dynamics in society - not just the technological and digital opportunities, but also demographics, globalization and individualization - that are creating new expectations to experiences, services and performances. These megatrends are fundamental trends that shape society and markets over the long-term and represent our assumed knowledge about the probable future. They affect every aspect of society - including the sports landscape. At the Center for Future Driven Sports Innovation we look at megatrends from a 360-degree perspective on the future of the sports industry and how to incorporate that knowledge when working with innovation.

By looking at the drivers and blockers that are changing the strategic environment in sports we explore and help companies and organizations to be prepared for the future - locally and globally.

The Center for Future Driven Sports Innovation is an ecosystem for stakeholders who want to get a head start working strategically with future insights and uncertainties in the sports industry.

We focus on five key knowledge areas in future sports:
  1. Play Sport - Athlete & Team Performance
    • Data analytics & Team management
    • Application of new techniques, methods, and technologies to improve mental and physical training
    • Products & services for professionals
  2. Watch Sport - Stadium Experiences
    • Live entertainment
    • Ticketing and attendance tracking
    • Immersive experiences
    • IoT
    • Smart infrastructure
    • Security solutions
  3. Support Sport - Fan, Sponsor & Partner Engagement
    • Online engagement
    • Livestreaming and VR
    • Marketing and Social Media
    • Games and content
    • Match day & network activation
    • NFT's & The Metaverse
  4. Be Sport - Health, Wellness & Fitness
    • Sport as wellbeing
    • Social impact
    • Medical research
    • Injury prevention & recovery
    • Nutrition & hydration
  5. Educate Sport - Learning & Transmission of Knowledge
    • Training programs
    • “Certificated by”
    • Studies
    • Think tanks
    • Events & conferences
As part of the Center for Future Driven Sports Innovation you will get access to:
  • Strategic tools and facilitation on how to work with megatrends and future scenarios to assist with long-term decision making in the sports sector.
  • Insights into the future sports landscape and how to stay relevant in a digital and complex tomorrow.
  • Networking and collaboration across the sports industry with public, private, and commercial stakeholders.
  • Best, next and future practices for sports companies.


Report on the mental consequences of social distancing in culture and sports during the covid-19 crisis

Sports and culture have the potential to facilitate new opportunities after the COVID-19 crisis. This is one of the conclusions from the new report by the Copenhagen Institute for Futures Studies in spring 2020.

Research has shown that previous epidemics, pandemics and large catastrophes have had serious psychological consequences for the affected population, but there is still little knowledge about the consequences of the current social distancing on our society and our mental state.

The question is, among other things, whether the situation will create a new optimism toward the possibilities and alternatives that exist, or we will lock ourselves into cocoons where instability and a constant need to change habits will affect our mental state. At the same time, it is interesting what the crisis means for the communities and meeting places of the future. Will we, after the pandemic, do things the same way as before, or will we see more lasting change?

New opportunities

In this report, we have outlined six megatrends and four scenarios in the future concerning sports and cultural life. Here, important questions and possible opportunities for the sports and cultural sector are highlighted. What role should culture and sport have in the future seen from a broad health perspective - both in relation to work and private life?

One of the scenarios points to the fact that sport and culture can potentially facilitate several opportunities during and after the crisis, which can be an engine in the development of the civil society of the future. A renewed focus on the value of sport and culture with a broader general health focus can create new initiatives, for example by developing and maintaining better meeting places and communities, so that we can support people's mental health throughout life with culture and sports being a central player.

The report was made with a donation from Velliv Foreningen (The Velliv Association) as part of their COVID-19 emergency fund.

We hope you enjoy reading!

Head of Initiative