ABOUT F SPORTS GROUP
We have a boutique approach, and our partnerships and client relations are built on trust, confidence, and collaboration, and where the branding synergies are on point. We have facilitated some unique partnerships throughout the years, where the right match and activation strategies have been and always will be our focus.
Team f Sports Group (FSG) is a diverse team where everyone has something remarkable to offer. We are not afraid of pushing one another’s ideas and boundaries to reach the best results.
OUR TEAM
MADS H. FREDERIKSEN
FOUNDER & OWNER
mhf@fsportsgroup.com | +45 28 34 07 24
In 2019 Mads H. Frederiksen and his father Ole M. Frederiksen founded f Sports Group ApS, their new boutique sports management agency. Ole retired in 2021 and Mads took over the family business.
Mads is educated from Copenhagen Business School and from IMG in England – one of the world’s largest companies within sports management.
Mads is the company’s sales director, and the creative mind, which is utilised when consulting and creating business solutions. His main focus is on expanding the business globally.
Mads is an expert in bringing business and sport together, he negotiates and facilitates unique partnerships with our clients and brands, events and through our consultancy cases. Throughout the years f Sports Group’s founder and commercial leader has shaped many remarkable partnerships.
MALENE MORTENSEN
CEO & PARTNER
mm@fsportsgroup.com | +45 28 91 99 70
Malene Mortensen started working for the Frederiksens, Ole and Mads, in 2015 as a Project Manager. In 2022 she was appointed CEO and in 2023 she became Partner of f Sports Group. She is managing the overall daily business, HR related tasks, and is implementing the creative ideas in the business strategy.
Malene has a Masters degree in Sports Management from London. She has a proven track record of creating and growing partnerships from London where she was employed as ‘Business Relations’ by the British Handball Association in connection with the London 2012 Olympic Games. Malene was furthermore employed by Benchmark Sport International, a leading sports management company in the UK.
Additionally, she is managing f Sports Group’s partnerships, building and maintaining the lifelong partnerships the company is known for, whether it’s client, event or consultancy based. She is managing the company’s biggest events and is in charge of the VIP hospitality.
CECILIE STØVING ALSTRUP
EVENT COORDINATOR
csa@fsportsgroup.com | +45 29 89 82 21
Cecilie Støving Alstrup started at f Sports Group in the beginning of 2020 and is the company’s Project Coordinator and SoMe responsible.
Cecilie has a bachelor’s degree in Sports Management from Aalborg University College and has worked in the service sector since she was a teenager.
She has a proven track record working with big events from festivals to sports events. She helps makes sure all projects are running smoothly, people around her are feeling great, and has customer satisfaction as her no.1 priority. She has during her time at f Sports Group helped building a series of high-profile events.
From her time with festivals, she achieved extended experience in working with volunteers; coordinating team leader tasks, developed and implemented new ideas, made field research and budget planning. All skills brought with her to benefit the stakeholders of f Sports Group.
She is managing the company’s webpage, writes press releases and is responsible for the development of all graphical material for our presentations and event branding.