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Thoughts from the Founder

A collection of thoughts, perspectives and insights on business, investment, strategy and growth — shaped by experience, observation and a hands-on approach to building brands, businesses and opportunities.

From strategic thinking to market perspectives, each article explores ideas that can help businesses move forward, make better decisions and create lasting value.

Mårten Hedlund – Founder & CEO  |  Legends Team Cup

DESTINATIONS SHOULD STOP BUYING EVENTS — AND START BUILDING THEM

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WHY HOTEL NIGHTS ARE THE WRONG MEASURE OF A GREAT INTERNATIONAL EVENT ?

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DESTINATION MARKETING HAS AN ATTENTION PROBLEM

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WHY THE FUTURE OF PREMIUM SPORTS PROPERTIES WILL BE BUILT AROUND WHAT AI CANNOT CREATE ?

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THE FUTURE DOES NOT BELONG TO THOSE WHO PROTECT THE PAST

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WHY CREATING CATEGORIES IS MORE VALUABLE THAN COMPETING IN EXISTING ONES ?

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THE FUTURE BELONGS TO THOSE WHO CAN SEE WHAT OTHERS CANNOT.

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THE SPORTS INDUSTRY DOES NOT NEED MORE EVENTS. IT NEEDS MORE ECOSYSTEMS.

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THE FUTURE OF BRANDS IS NOT SPONSORSHIP. IT IS PARTICIPATION.

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