Sport Event Denmark has been confirmed as one of the first silver partners for the upcoming SportAccord Convention in Baku, reinforcing a decade-long collaboration built on shared ambition, trust and a commitment to shaping the future of international sport.
Established and supported by the Danish Government, Sport Event Denmark is the national organisation responsible for attracting and delivering major international sporting events. Over the past decade, it has played a central role in positioning Denmark as one of the world’s leading sports event destinations, with more than 250 international events delivered in close partnership with Danish cities and national federations.
“The SportAccord Convention is a must-attend event for anyone involved in the business of sport. It’s where International Federations and other right holders unite with forward-thinking cities, destinations and nations. We’re thrilled to be back as a main partner,” said Lars Lundov, Chief Executive of Sport Event Denmark.
A platform for the future of international sport
SportAccord remains the defining meeting point for the international sports ecosystem, bringing together International Federations, rights holders, cities and destinations to exchange ideas, forge partnerships and collectively address the opportunities and challenges shaping global sport.
As the industry evolves through artificial intelligence, data-driven decision-making and digital innovation, SportAccord provides a critical forum for exploring how these technologies can enhance event delivery, deepen fan engagement and strengthen the long-term legacy of international events.
It is a platform Sport Event Denmark knows well. Denmark has developed a strong and interconnected SportsTech environment, connecting federations, cities, innovation hubs and technology companies working across data analytics, digital fan engagement, smart event operations and emerging sport formats, tools that are increasingly central to how Sport Event Denmark plans, delivers and measures the impact of major international events.
Built on continuity, trust and innovation
From SportAccord’s perspective, this kind of long-term commitment is exactly what the convention is built on.
“Sport Event Denmark has been an important partner for SportAccord for a number of years,” said Kelly Fairweather, Managing Director of SportAccord. “Their continued engagement and early commitment for Baku once again demonstrate the value of long-term partnerships.”
For Lundov, the relationship is also a personal one. “I have had the pleasure of participating in every SportAccord Convention since its inception in 2003 in Madrid, and as a partner for almost all editions. Obviously, I find this event as the most important platform for networking, meetings and reconnecting with the global sports leadership.”
That continuity has helped Sport Event Denmark build a strong reputation for combining strategic vision with delivery excellence, informed by Denmark’s broader commitment to innovation and ensuring that each international event builds on the experience, knowledge and impact of those that came before.
Looking ahead to Baku
In Baku, Sport Event Denmark will bring its expertise, collaborative mindset and future-oriented approach to the global stage, reinforcing its position as a leading destination for international sporting events in an increasingly connected world.
Together, Sport Event Denmark and SportAccord are helping to shape a new chapter for international sport creating events that are not only inspiring and unifying, but smarter, more adaptive and built for the next generation of athletes, fans and stakeholders.
About Sport Event Denmark
Sport Event Denmark is the national organisation responsible for attracting and delivering major international sporting events in Denmark. Established and supported by the Danish Government, it works in close partnership with Danish cities, national federations and the broader SportsTech ecosystem to position Denmark as one of the world’s leading sports event destinations. Since its founding, it has delivered more than 250 international events across the country.
Photo credit Lars Moeller.
