Global sportstech company NewC Sport, a key behind-the-scenes player in international elite football since 2009, has appointed Christian Sørensen as its new CEO, effective September 2026. Sørensen will lead the company’s transformation as NewC Sport builds on its strong technological foundation to take on a broader role as a strategic growth partner for sports clubs and organisations, with the ambition of strengthening relationships with fans and commercial partners to accelerate growth.

Since its founding in 2009, NewC Sport has delivered solutions that optimise ticketing, access control and fan engagement for football clubs across Brazil, the UK, Portugal, Denmark and beyond.

Under its new strategy, NewC Sport will expand its role within clubs, transitioning from a primary technology vendor to a dedicated strategic partner. Grounded in data analytics and a deep understanding of sports audiences, the company aims to help clubs fully unlock their commercial potential through innovative subscription models and data-driven fan engagement.

“Sport is set to play a pivotal and unique role in future local communities. In an era marked by uncertainty and fragmentation, clubs and their communities are more vital than ever. Over many years, we have built a robust technological foundation and an in-depth understanding of sports management and fan behaviour. The next step is converting these insights into stronger relationships, richer experiences and more meaningful communities for clubs – delivering substantial, long-term value,” says Mikkel Skou, co-founder and outgoing CEO of NewC Sport.

Christian Sørensen, who steps into the CEO role on September 1, brings an extensive background in sports business, technology and commercial development, having previously held senior leadership positions at F.C. Copenhagen, North, Astralis and Better Collective.

“We know that sports clubs share exceptionally strong bonds with their fans. Our goal is to deepen these connections, creating a more cohesive and valuable business for the clubs. This involves leveraging data to design tailored infrastructures such as next-generation membership and subscription models. We have already witnessed how this methodology delivers standout results for our partners across various leagues and markets. I am extremely excited to help realise this potential alongside clubs across diverse sports disciplines globally,” says Christian Sørensen.

To support this transformation, NewC Sport is introducing a streamlined organisational structure, consolidating core competencies at its Danish headquarters under an executive management team comprising Christian Sørensen as CEO, Ketil Mellbin as COO, Mads Christensen as CTO, Claus Gernsøe Jørgensen as Global Commercial Lead, and Allan Bolt Wheadon as Financial Manager.

Operational execution close to key markets is being strengthened through dedicated regional units: NewC Sport Nordic, focused on Denmark and the wider Nordic region; NewC Sport UK, focused on the entire United Kingdom and led by Darryl Lindo, Commercial Lead; and NewC Sport Brazil, focused on South America and led by Cesar Sbrighi, Country Manager.

 

CEO, NewC Sport
Christian Sørensen
[email protected]
+45 25 47 47 10

 

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Lena Bøgild, PR Partner
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