ISP Sport

What ISP Sport does

ISP Sport is a privately held Swedish sports marketing agency headquartered in Gothenburg, with additional offices in Stockholm and Malmö. Founded in 1985, the company positions itself as Sweden's leading dedicated sports marketing agency and operates as an intermediary between brands seeking sports-driven marketing outcomes and sports rights holders (clubs, federations, and event organizers) seeking to maximize the commercial value of their assets. Two customer segments are addressed: brand-side engagements for companies using sports as a marketing channel (logos include Hörmann, Svenska Spel, Bring, SCA, Lendo, BAUHAUS, Scandic, BYD, Prioritet Finans, Mobill, among others) and rights-holder commercial development mandates (portfolio spanning Malmö FF, IFK Göteborg, DIF Djurgården, SvFF, Elitfotboll Dam, Swedish Handball, Swedish Athletics, Skiteam Sweden, Göteborgsvarvet, Ski Classics, EPOS, and others).

The service is organized around four integrated modules — Analysis/Data & Audience Insight, Strategy & Rights Selection, Activation & Content, and Monitoring & Development — operationalized through the ISP Inhouse production unit, which executes strategy via film, photography, PR, social media, and activation in-house. The methodology is described as data-driven, leveraging Kantar Orvesto, media measurement data, and proprietary driver analyses to map audiences and quantify impact. The company does not disclose any proprietary technology platform, and there is no evidence of AI/ML or software-product components in the offering. Documented case-study outcomes include brand awareness lifts (22% to 39% for Prioritet Finans; 15% to 38% for Eleda), transaction growth (10x weekly Stockholm transactions for Mobill), and media value generation (100+ MSEK for multiple clients).

The business runs on a professional services / agency model with custom pricing based on client scope; no public pricing exists. The company is privately held with founder/principal ownership indicated by Andreas Ottermark as Owner & Business Development; no external investors, private equity backing, or parent company relationships are disclosed. GTM is sales-led and direct-to-enterprise across Sweden, supported by content marketing (LinkedIn, Instagram, blog, case studies, industry insights). Management is led by Owner & Business Development Andreas Ottermark and COO & Head of Sales Marcus Larsson, with an extended team of property-specific sales representatives covering DIF, IFK Göteborg, Swedish Athletics, and Women's Elite Football.

Name

ISP Sport

Legal name

ISP Sport

Website

https://isp-sport.se

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

ISP Sport is a privately held Swedish sports marketing agency, founded in 1985 and headquartered in Gothenburg with offices in Stockholm and Malmö. It connects brands with Swedish sports rights holders, providing strategy, data-driven audience analysis, activation, content production through its ISP Inhouse unit, and ongoing measurement to drive brand and business outcomes.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sports & Event Media Rights Licensing (MPADALAE)

Keywords

• Sports marketing agency
• Brand sponsorship
• Sports rights
• Content production
• Activation strategy

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Sports Marketing Agency Services: ISP generates revenue by providing sports marketing services to companies and rights holders. Services include strategy development, rights selection, activation, content production, and ongoing follow-up and optimization.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

ISP Sport is a Swedish sports marketing agency that helps brands use sports as a marketing channel and helps sports rights holders commercialize their properties. The agency delivers an integrated offering covering analysis/data and audience insight, strategy and rights selection, activation and content production (via its in-house team), and ongoing monitoring and development. Founded in 1985 and operating from Gothenburg, Stockholm, and Malmö, ISP combines data-driven audience insights with strong relationships to Swedish sports rights to deliver campaigns, content, and activations tied to measurable business outcomes.

Product overview

ISP Sport operates as a unified sports marketing agency platform combining four integrated service modules: Analysis, Data & Audience Insight; Strategy & Rights Selection; Activation & Content; and Monitoring & Development. The ISP Inhouse unit provides in-house strategy, content production (film, photography, PR, social media), and activation execution as a core component. Founded in 1985, the agency differentiates through its combination of broad market insight, data-driven audience understanding, strong relationships with Swedish sports rights holders, and full-service capability from strategy through execution. The company serves both brands seeking sports marketing partnerships and rights holders seeking commercial development.

Differentiator

Problem solved

Functional benefit

Products and services

• ISP Inhouse An in-house team of strategists, producers, and creatives that develops sports marketing strategy, produces content (film, photography, PR, social media), and creates activations, ensuring strategy is translated into relevant content, clear activation, and continuous presence for brand and rights-holder clients.
• Analysis, Data & Audience Insight Consulting service starting with business and data analysis to understand audiences, buying behavior, and identify the most relevant sports environments for brand partnerships.
• Strategy & Rights Selection Strategic consulting that shapes how sports can be used as a channel for brand building, relevance creation, and business impact through optimal rights portfolio selection.
• Activation & Content Execution service translating strategy into ideas, campaigns, content, and activations that make marketing visible and vibrant within sports environments.
• Monitoring & Development Ongoing analytics, follow-up, and development of sports marketing initiatives to maximize impact over time, including sponsorship reporting and performance measurement.
• Rights Holder Services Services for sports rights holders (clubs, federations, event organizers) to maximize commercial value through clear packaging, relevant content, and structured partner development, aiming for stronger and more long-term business relationships.

Quantifiable outcome

• Brand awareness can increase significantly (e.g., 22% to 39% for Prioritet Finans, 15% to 38% for Eleda)
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

25 partnerships are on record, tiered core and minor.

• Ski ClassicscoreGTM or Marketing PartnerISP works with Ski Classics as a sports rights partnership, helping brands connect with skiing enthusiasts through this property.
• EPOScoreGTM or Marketing PartnerISP collaborates with EPOS as a sports rights partner for marketing activations.
• ForzacoreGTM or Marketing PartnerISP partners with Forza as part of its sports rights portfolio.
• Elitfotboll DamcoreGTM or Marketing PartnerISP works with Women's Elite Football as a key rights holder for brands targeting Swedish football audiences.
• GöteborgsvarvetcoreGTM or Marketing PartnerISP collaborates with Göteborgsvarvet running event for sports marketing activations.
• Malmö FF (MFF)coreGTM or Marketing PartnerISP partners with MFF, one of Sweden's largest football clubs, for brand activation opportunities.
• Svenska Fotbollförbundet (SvFF)coreGTM or Marketing PartnerISP works with the Swedish Football Association for national team marketing partnerships.
• IFK GöteborgcoreGTM or Marketing PartnerISP partners with IFK Göteborg for football-related marketing activations and content.
• DIF (Djurgården)coreGTM or Marketing PartnerISP has partnership with Djurgården football club for brand activation work.
• Skiteam SwedencoreGTM or Marketing PartnerISP partners with Skiteam Sweden for long-distance skiing marketing activations.
• Svenska HandbollslandslagetcoreGTM or Marketing PartnerISP works with Swedish Handball National Teams for marketing partnerships.
• Svensk FriidrottcoreGTM or Marketing PartnerISP partners with Swedish Athletics for sports marketing activations.
• HörmannminorGTM or Marketing PartnerBrand customer partner listed on ISP website.
• Svenska SpelminorGTM or Marketing PartnerBrand customer partner listed on ISP website.
• BringminorGTM or Marketing PartnerBrand customer partner listed on ISP website, partnered with Swedish Handball.
• SCAminorGTM or Marketing PartnerBrand customer partner listed on ISP website.
• LendominorGTM or Marketing PartnerBrand customer partner listed on ISP website.
• BooztminorGTM or Marketing PartnerBrand customer partner listed on ISP website.
• BauhausminorGTM or Marketing PartnerBrand customer partner listed on ISP website, partnered with Team Eksjöhus.
• SR SafetyminorGTM or Marketing PartnerBrand customer partner listed on ISP website.
• ScandicminorGTM or Marketing PartnerBrand customer partner listed on ISP website.
• BYDminorGTM or Marketing PartnerBrand customer partner listed on ISP website.
• Prioritet FinansminorGTM or Marketing PartnerBrand customer and case study partner for ISP.
• MobillminorGTM or Marketing PartnerBrand customer and case study partner for ISP.
• BrixlyminorGTM or Marketing PartnerBrand customer partner listed on ISP website, partnered with Grunden Bois.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Two Circles: Sports marketing agency focused on data-driven fan engagement and sponsorship measurement. Comparable on the data-driven measurement and ROI-of-sponsorship dimension that ISP emphasizes in its value proposition.

Regional players

• Springtime: Swedish creative and communications agency with experience in sports and lifestyle marketing. Comparable as a domestic Swedish agency competing for sports marketing and brand activation mandates from Swedish brands and rights holders.

Direct peers

• Wasserman: Global sports marketing, talent representation, and consulting agency. Comparable as a full-service agency serving both rights holders and brands, with a similarly integrated strategy-to-execution model.
• Octagon: Global sports marketing agency (IPG-owned) representing athletes, properties, and brands across sponsorship, content, and experiential. Matches ISP's end-to-end service model combining rights representation with brand-side activation work.
• Infront Sports & Media: Sports marketing and media rights company specializing in distributing and commercializing rights for federations, leagues, and event organizers. Closely comparable to ISP's rights-holder services arm which packages and sells partnerships to brands.
• Deportivo: Nordic sports-focused marketing agency working with rights holders and brands on sponsorship and fan engagement. Highly comparable business model, geography, and client base to ISP.
• New Republic Group: Nordic communications and brand consultancy with sports marketing expertise. Comparable as a Nordic-headquartered agency serving brands on sponsorship and broader marketing strategy, competing for similar Swedish enterprise clients.
• SPORTFIVE: One of the world's largest sports marketing agencies, brokering sponsorship rights between brands and rights holders (clubs, federations, events). Directly comparable to ISP's core business of packaging and selling sports rights, though at significantly larger scale and geographic footprint.

Others

• Nielsen Sports: Global sponsorship measurement and analytics provider. Comparable on the data-and-insight dimension ISP uses (audience measurement, sponsorship valuation), though Nielsen Sports is a data/analytics vendor rather than a competitor agency.

Broad incumbents

• IMG (Endeavor): Global sports and entertainment agency handling rights distribution, athlete representation, and event production. Overlaps with ISP's rights commercialization and brand partnership work but at vastly larger scale and global scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/isp-sport-&-marketing/?viewAsMember=true
• Instagraminstagram.com/isp_sport
• Facebookfacebook.com/ispsport

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ISP Sport