LTC Holding Ltd is building an international sports property business around ownership, intellectual property and long-term value creation.
Behind Legends Team Cup is a company with an ambition that extends beyond staging sporting events.
LTC Holding Ltd develops, owns and grows sports properties with international potential, operating across sport, media, destinations, hospitality and commercial partnerships.
Legends Team Cup is the company’s flagship sports property.
The distinction is important.
A sporting event takes place on specific dates.
A sports property has the potential to create relevance, content, relationships and commercial opportunities throughout the year.
For LTC Holding, that broader perspective is central to the company’s strategy.
“We do not see Legends Team Cup as a collection of individual tennis events,” says Mårten Hedlund, Founder and CEO of LTC Holding Ltd. “We are building an international property that we own, develop and grow over time. The competition is the heartbeat, but the opportunities around media, destinations, hospitality, brands and content are significantly broader.”
Building and Owning Intellectual Property
Ownership is a fundamental part of the LTC Holding strategy.
Over the past five years, the company has developed a range of concepts, structures and intellectual property connected to Legends Team Cup.
The work has included competition development, team concepts, media thinking, content structures, hospitality, destination integration, commercial activation and audience experiences.
The objective has never been simply to stage an event.
It has been to create and develop a property.
That means thinking beyond the traditional event model.
Stories can begin before an event.
Media content can reach international audiences.
Commercial platforms can develop over time.
Destinations can become part of the property.
Hospitality can create new relationships.
Digital opportunities can extend the audience journey.
And the intellectual property surrounding the property can continue to grow.
“We have spent five years developing different parts of the property and understanding how they connect,” says Hedlund. “Some concepts have evolved significantly. Some ideas have been strengthened. Others have been changed completely. That development process is part of the value we have created.”
For Peter Agnell, the opportunity lies in considering the complete property from the beginning.
“Sport, media and content cannot be developed as completely separate worlds anymore,” says Agnell. “The strongest international properties understand how these areas connect and how audiences move between them. When you are building from the ground up, you have the opportunity to think about that architecture from the start.”
An Entrepreneurial Sports Property Company
LTC Holding is being built as an entrepreneurial and international company.
The organisation brings together experience and relationships from sport, media, business, events, commercial partnerships and international property development.
For Hedlund, the entrepreneurial nature of the company remains important as it moves towards the real international start of Legends Team Cup in 2026.
“We are building from the ground up, and I am proud of that,” says Hedlund. “We move quickly, we challenge traditional thinking and we bring people together from very different industries and backgrounds. Our ambition has never been to copy an existing sports property. We are building our own.”
The five years leading to 2026 have provided LTC Holding with an opportunity to develop, challenge and refine the property.
The next phase is about execution.
Legends Team Cup is the flagship property of LTC Holding Ltd.
But behind the competition is a much broader ambition.
To build.
To own.
To develop.
And to create long-term value through international sports properties.
FLAGSHIP SPORTS PROPERTY
