Saga Sports Group was founded by Bettina Kuperman, Majken Gilmartin, and Rowena Samarasinhe: three sports executives with a combined career across Olympic bids, UEFA and FIBA competitions, film and event production, and international sports law. Twenty-five years of experience, built entirely in international sport and entertainment. They see women’s sports as the industry’s clearest growth opportunity: fast-growing, underserved, and still being built, and Saga exists to bring that international expertise directly to it, growing and commercializing women’s sports the way they’ve grown properties across sport for two decades. Sensational and Global Goals World Cup are the proof. The same model now applies across every sport Saga works in.
Co-Founder & CEO
Bettina Kuperman is Saga’s Co-Founder and CEO, a sports business executive with over 20 years of experience across Europe and emerging markets. She holds a Master of Laws (LL.M) in Sports Law and Economics, and has led major event bids and commercial mandates including Olympic bids, UEFA Champions League Finals, UEFA Euro competitions, and FIBA World Championships. She has advised governments, sports federations, leagues, and global brands on leveraging sport for commercial and societal impact, closing more than $80 million in transaction value across those engagements. Earlier in her career she founded international sports and entertainment agencies in the UK and the Middle East, building commercial and operational capability from the ground up in each market. An international career working from Brussels, Lausanne, Istanbul, and Copenhagen.
Brussels – Lausanne – Istanbul – Copenhagen
Co-Founder & COO
Majken Gilmartin is Saga’s Co-Founder and COO, an event director, film producer, and UEFA B2-licensed football coach recognized internationally as a pioneer in women’s sports innovation. She founded EIR Org, a Danish non-profit now part of Saga, and created the Global Goals World Cup, which has run 27 tournaments in 18 countries, reached close to 20,000 players, and staged six global finals at the United Nations General Assembly in New York. She also designed the first football engineered specifically for female athletes, developed further today as the Sensational Ball. Her film production background spans Hollywood and Nordic cinema, and she has spoken at the World Economic Forum in Davos, the UN General Assembly, SXSW, Cannes Lions, and TED. She is a recipient of the IOC Women & Sport Trophy, and her work has been recognized by UEFA and multiple European governments. She has worked across Los Angeles, New York, and Copenhagen.
Los Angeles – New York – Copenhagen
Co-Founder & CSO
Rowena Samarasinhe is Saga’s Co-Founder and Chief Strategy Officer, a commercial sports lawyer with an MBA in International Sports Management. She is the founder and CEO of World 12s, founder of GENSport, and a partner at LEVEL Law, where she has built a career structuring commercial deals across international sport. Her client list includes the IOC, FIFA, UEFA, and World Athletics, alongside athletes such as Usain Bolt, giving her direct experience negotiating at the highest levels of Olympic and world-federation sport. She brings that legal and commercial expertise straight into Saga’s advisory and deal-structuring work. Based in Switzerland and the UK.
Switzerland – UK
Investor & strategic advisor
Investor & strategic advisor. Entrepreneur and founder of Moonbug Entertainment, the global kids’ media company he built and exited in a landmark sale to Blackstone. Saga’s lead investor and strategic advisor, backing the venture as “a proven team, a scalable model, and perfect timing.”
Growth & leadership
Growth & leadership. Venture investor and multiple-exit founder. Angel commercializes frontier technology, as a senior executive inside the world’s defining companies and as a founder taking companies from day one to exit, across major technology waves, from streaming, social, digital music, and mobile to cloud, smart mobility, frontier brain and mental health, and now generative AI.
Performance & health
Performance & health. Psychologist and film producer. Advisor to elite performers and industry leaders. Founder of HERE is an innovative, social enterprise, providing digital contemplative practices to reduce stress and improve mental well-being.
Brand & creative
Brand & creative. International creative studio behind campaigns for Apple, Adidas, Atlantic Records, AWAL, Beam Suntory, Beats by Dre, Fenty, Mango, Mejuri, Nike, Puma, Under Armour, WMG.