About MDM


Matchday Management is a consulting company with key expertise in sports, branding and sponsor management. Most importantly we specialise in relations and building value between people and brands. Our 3 target groups are athletes, sports clubs and companies.

Read more about our services here here

Behind Matchday is Sofie Theresa Lysgaard and Maj Larsen, who combined represent many years of experience in branding, marketing, sales and sponsorship management. We are as ambitious and driven as our customers, however, where our athletes provide results on the field; we provide results on the commercial scene. Our ultimate goal is to build and increase value for athletes, sports clubs and companies who have an interest in the world of sport.

Matchday is driven by a deep passion for sport as well as a profound knowledge on the subject. We know the sacrifices required in professional sport. Success within sport require dedicated teamwork and cooperation.

It is our mission to create the perfect balance between the person, the sport and the business in order to obtain success – in business and in sport.




About Sofie:

Sofie was a sponsor manager at FCM Midtjylland. She was building and managing her own client portfolio and also responsible for arranging and executing events and network conventions.

She was educated within the shipping industry through which she adopted her commercially result-oriented mind-set.

She has lived in France, Germany, Sweden and Singapore and her network is wide and solid internationally and locally.






About Maj:

Maj’s background is in communication, branding and marketing. She was communications manager at an advertising agency as well as a marketing project manager at several international companies

She graduated from Business school with a BA in international communication and an HD in trading.

Furthermore, Maj is a licensed coach and in recent years she has operated her own company providing career guidance and business coaching.