About us
Saga Sports Group is a Nordic agency driving commercial growth and cultural transformation in sport. Founded by sports business executive Bettina Kuperman and award-winning women’s sports pioneer Majken Gilmartin, Saga is reshaping how value is built across the global sports economy, with women as key players, decision-makers, and fans.
Majken Gilmartin
Co-Founder/Chief Events Officer, Saga Sports Group
As the Co-Founder and Chief Events Officer of Saga Sports Group I am proud to be a pioneer in women's sports and a catalyst for transformative change. Over the years, I have developed innovative sports formats such as the UN-backed Global Goals World Cup and Sensational Leagues, reshaping how women engage and lead in the world of sports. My journey has taken me from the UN to Davos, where I blend activism, storytelling, and strategy to amplify women's voices in sports. Having received the IOC Women and Sport Trophy and various global awards, I am excited to share the insights I've gained from creating events for 20,000. It's been a month since we launched Saga Sports Group, and I want to delve deeper into the "why" behind this evolution—because after two decades in this field, it's clear that the business infrastructure for women’s sports needs significant enhancement.
Bettina Kuperman
As the Co-Founder and CEO of Saga Sports Group, I bring over 20 years of international experience in the business, having worked across Europe and emerging markets. With a Master’s in Law, I have had the opportunity to lead bids and operations for significant events like the Olympics and FIBA World Championships, collaborating closely with governments and sports federations. My passion lies in driving innovation and forging strategic partnerships that benefit the entire industry. I believe there is immense untapped potential in women's sports, and with the Saga Pledge, we aim to not only promote fairness but also seize the opportunity within the growing market segment in sports.
Co-Founder/CEO Saga Sports Group
Why Saga Sports
The sports industry is evolving from centralized structures to networks, with power shifting from institutions to communities.
At Saga, we're turning these industry shifts into competitive advantages, creating innovative solutions, and building engaged communities that generate both commercial value and social impact:
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Breakthrough Events - Creating innovative sports formats like our UN-endorsed Global Goals World Cup
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Business Development - Connecting vision to execution with our proven 5-step momentum approach
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Women in Sports - Unlocking profitability to drive purpose
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New Partnership Models - Developing partnerships that break down silos and create new markets
