We create World Cup experiences for the future

Vision and Goal
Our long-term ambition is our vision — our guiding star in everything we do. It will lead us in the choices we make, motivate us, and challenge us to reach higher.

Our Values Reflect Our Vision

Dedicated We are passionate about creating World Cup experiences that go beyond the ordinary, always delivering that little extra for our guests, athletes, and partners.

Innovative We think ahead and embrace development, constantly pushing the World Cup experience forward and creating an attractive setting for all who take part.

Responsible With solid experience and professional expertise, combined with sustainable operations, we provide safe and responsible frameworks for the World Cup events and everyone involved.

Our Task — Simple, Yet Challenging
We aim to deliver the world’s best World Cup experiences: authentic, energetic, and unforgettable for all. We will secure the highest standards in sport, while driving innovation and developing the event for the future.

Added Value for Local Partners Our goal is to take a clear position — towards our partners, sponsors, audience, and not least, the athletes themselves.

We want World Cup to be associated with:
Quality minded We deliver excellence in every detail to create an extraordinary World Cup experience.
Energetic We bring energy to everything we do, sharing it with our guests, athletes, and partners.
Genuine We stay grounded, meeting the world in an honest and open way.

Our Promise

Experience
We create world-class World Cup events full of energy, delivering unforgettable moments and guaranteed chills.
Quality
We deliver quality in every aspect — from the racecourse to the spectator experience. We will give the athletes the best course of the year, and we will be the highlight of the season for the audience.
Sustainability
We must be part of the solution, not the problem. We aim to become the world’s greenest winter event. With a strong focus on environment and sustainability throughout our organization, we have developed concrete plans to reach this goal.