Fast growing Spring Media strengthens commercial team and appoints CFO

Sports media agency Spring Media strengthens its sales and acquisitions team in Stockholm with three new hires: Petter Werner, Craig Neilson and Linnea Niveman. At the same time Petter Norström is appointed group CFO.

Petter Werner worked for EBU in Geneva between 2014 and 2017 where he was sales manager responsible for global sales and acquisitions of rights, working with clients such as BBC, NBC, Eurosport, beIN and ESPN. Prior to that he was Senior Manager Sales & Acquisitions for Lagardère Sports in Stockholm.

“I am excited to join Spring Media at a point when the company is expanding rapidly within several business areas. Together with the experienced team at Spring Media I look forward to contribute to the continued growth and success of the company.” says Petter Werner.

Craig Neilson joins Spring Media from Swedish DMC in Sports where he was SVP Media Sales & Acquisitions and worked with rights such as the Inaugural T20 APL cricket league and the ABL baseball league.  Before DMC Neilson worked for Lagardère in Stockholm and has 14 years’ experience from the sports media industry.

Linnea Niveman joins Spring Media as the company’s second Agent Trainee, with a degree from Copenhagen Business School and Lund University.

Commenting on the new appointments, Tobias Osmund, CEO of Spring Media said: “Petter Werner and Craig Neilson are outstanding additions to our team, bringing a wealth of experience and industry knowledge to the company. They will both be instrumental in Spring Media’s accelerated growth.”

At the same time the company appoints Petter Norström as group CFO with responsibility for all financial aspects of Spring Media and its daughter companies Sportacentrs, Staylive and Fanseat. Petter comes from a position as Business Controller at the Chimney Group with previous experience from KPMG Deal Advisory.

“With his experience of business control in international and entrepreneurial organisations the appointment of Petter Norström is an important step for Spring Media as we focus on integrating and extracting synergies from the newly formed group of companies.“said Osmund.



Spring Media is an international sports media agency that provides media rights distribution as well as digital, production-, distribution- and consulting services for sporting events. The company has a global reach with its head office in Stockholm and regional offices in Hamburg, Astana and Mexico City. Spring Media owns, manages, produces and distributes over 5,000 hours of live sports annually to over 200 broadcasters worldwide.

//Stockholm 22/03/2019