ABOUT
Pack Train is an award-winning sports marketing agency that combines insights, strategy, and creativity to deliver results for both brands and rightsholders. Our focus is on finding the most effective approach for each client (teammate) and we work closely with every one of them in order to achieve their goals – and yes, we consider our clients to be our teammates.
VISION
Our vision is to become the most reputable sports marketing agency in the Nordics for brands, rightsholders, and the industry’s most creative talent.
OUR OFFER
We create value for brands and rightsholders by developing modern partnerships that engage people, generate business, and become PR stories. Our solutions are designed to deliver tangible results for our teammates.
Svenska Spel Damhockeyligan (SDHL)
CHALLENGE
There exists invisible barriers restricting the rise of women in professional sports, education, workplaces, and society at large.
SOLUTION
Make the invisible ”glass ceiling” visible and stir up emotions through a range of activities.
A manifest
To symbolise the issue, a transparent helmet was produced. The helmet was worn by players of both genders during warm up and face off in the official games of SDHL, SHL, and Hockeyallsvenskan.
An education
An education addressing gender equality tailor-made for participants from the sports industry. The education is held by the Albright foundation.
An open letter
Collaboratively, the Swedish Ice Hockey Association, SDHL, and SHL penned a letter to Swedish politicians aiming to address systemic barriers women face, particularly in hockey, including inequitable facilities and funding.
RESULTS
- 120+ million in media reach
- 90+ articles published
- Featured on national TV and radio
- Spread like wildfire on social media
- Featured in the world’s biggest hockey magazine
- Featured in Sports Illustrated
Volkswagen
CHALLENGE
In Sweden, one in three children have considered quitting football because of “over-engaged” parents. There was a true need for a sponsor willing to make a difference.
SOLUTION
To combat this sad situation, sponsor Volkswagen decided to get three rivalling top-flight clubs to unite under the banner of “The Football Code” – a code of conduct for parents all over Sweden.
Market research
Code of conduct
The football code – a code of conduct around how to behave as a football parent was produced. The code was promoted by three rivalling clubs in Stockholm (AIK, Djugården, Hammarby).
Roll out
The code was promoted to parents of youth players in all three clubs and many more clubs around the country reached out asking for the materials. Moreover a nationwide PR-campaign was launched trying to promote the initiative.
RESULTS
- 250+ million in media reach
- 10 000+ articles in 100+ countries
- 7 TV-spots in Sweden
- Global trending topic on Twitter
- Inquiries from UEFA and international football federations
- Volkswagen’s brand liking +8% nationally
SOLUTION
Become a media house / Form a sustainability program / Smarter activations / Own concepts / Data-data-data.
Sustainability program
Samhällsmatchen – Swedish football’s most impactful social sustainability program – launched in 2018, involves a long range of activities in the southern suburbs of Stockholm. Spontaneous football on weekend nights, matchmaking between job seekers and employers, language classes and work related activities for asylum seekers and much, much more.
Activations & concepts
Supporting the club’s sponsors with creative activations aimed at driving business. Ranging from launching a new kit supplier to creating new concepts with an ambition of driving long term revenue growth. Creativity with the purpose of driving business for both the club and sponsors.
Data
Setting up of research plans as well as providing sponsors with modern, state-of-the-art exposure data.
RESULTS
- Swedish football’s most impactful sustainability program
- New club concepts & smarter activations
- Stronger media presence
- New sales pitch
- Activations included in sponsorship
- State-of-the-art brand exposure reports
OUR DIVISIONS
The Sports Marketing Division
Many of our current teammates aspire to join the Sports Marketing Division, and we encourage them to pursue their goals. However, this level of work demands a high level of commitment, a strong will to be a game changer in your field, and collaboration across multiple departments and disciplines within your organisation. This is the Topflight Division where we work closely with our teammates leveraging all our combined expertise to deliver exceptional results.
The Strategy Division
Our Strategy Division offers a range of services targeting both brands and rightsholders.
Our services include:
- Sponsorship strategies
- Sponsorship procurement
- Social sustainability programs
- Revenue growth strategies (rightsholders)
- Sponsorship development
The Insight Division
Our Insight Division provides valuable research
and analysis to support business decisions.
Our services include:
- Pilot studies
- Brand research
- Syndicated data & reports
- Logotype exposure reports
The Creativity & Communication Division
Our Creativity & Communication Division is focused on delivering compelling campaigns and activations.
Our services include:
- Communication strategies
- PR activations
- Creative concepts
- Activation planning and execution
Our beliefs
The world of sports is full of challenges and opportunities, and we’re excited to be a part of it.
At Pack Train, we believe in a data-driven approach to sports marketing.
This means defining your brand’s current state and desired position, and creating a deep understanding of how to reach the goal based on facts.
Our values
- We and our teammates lead rather than follow
- We and our teammates create the “how”
- We promise our teammates to be brave
- We promise our teammates quality from A–Z
- We are team players who care about our employees and you
Stay up-to-date on the latest news and trends in the sports marketing industry, and stay ahead of the curve in the world of sports marketing.
Follow us on LinkedIn.
OUR TEAMMATES
A selection of current and former teammates
The Sports Marketing Division
Hammarby Fotboll
Svensk Elitfotboll
Svenska Spel Damhockeyligan
The Strategy Division
Leksands IF
One Water
SuperOffice
Tekniska Verken
The Insight Division
Fryshuset
Stockholm Open
Swedish Ice Hockey Association
The Creativity & Communication Division
Bromma Blocks
Craft
Swedish Football Association
Volkswagen
Vy Bus4You
OUR TEAMMATES
A selection of current and former teammates