Spring Media, the Sweden-based international sports media and marketing agency, has integrated its recent acquisitions under one brand and appointed a new group chief commercial officer (COO).

Sports entertainment agency Athletics Sports Group (ASG) and media rights and production firm Hogmore Media, which Spring Media acquired last year, have been integrated under the company’s core umbrella.

The move will keep their full operations within rights management, production, and growth marketing under the Spring Media brand.

Meanwhile, Staylive will remain the Swedish group’s streaming service brand.

As part of the change, Spring Media has appointed Hans Svelander as CCO to “lead and develop its commercial department, including shaping the offering of the group and executing on the strategy plan established in 2023.” 

Tobias Osmund, Spring Media's chief executive, said: “Svelander is one of the founders of Spring Media and an industry veteran with an outstanding understanding of, and experience from, all parts of our business. With his strong commercial acumen and track record I cannot think of a better person as CCO and coach to the commercial team than Hans.”

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Svelander added: “As one of the strongest commercial teams in Europe and with a truly global footprint in operation, I’m super motivated to be representing the premium lineup of seasoned professionals we have today.

“With a new commercial strategy for Spring Media, we have the resources and know-how to offer our partners all the key services a rightsholder needs to grow and develop their property over time, regardless of scale and location.”

The Swedish firm acquired both ASG and Hogmore Media in October 2022.

ASG has offices in the United Arab Emirates and Malaysia, which expanded Spring Media’s footprint into the regions.

Hogmore Media is based in Liechtenstein and Austria, which allowed Spring Media to enter new territories across the DACH region (Germany, Austria, and Switzerland).