From the football pitches of Stockholm to the creative boardrooms of Europe’s biggest brands, Adam El Mallah has built a career connecting sport, culture and creativity.
As the Founder of ATEK Sports, he’s redefining how athletes and brands tell their stories – with authenticity at the heart of every partnership.
In this Behind Sport feature, Adam shares his journey through the world of sports marketing, from managing top-tier collaborations to launching a company that’s all about purpose-driven storytelling.
Tell us about yourself – what do you do in your current role and what roles have you done previously?
Hi there, I’m Adam El Mallah, the Founder of ATEK Sports, a Stockholm-based sports marketing company helping elite athletes and brands build long-term value through authentic storytelling, strategy and creative partnerships.
My journey in sport started more than a decade ago. I’ve worked across several areas in sports marketing, partnerships and athlete management – including at Djurgårdens IF Fotboll, one of Scandinavia’s biggest football clubs, where I managed collaborations with major global brands such as EA Sports, Adidas and Monster Energy.
Before launching ATEK Sports, I was a Senior Key Account Manager at Lenus eHealth, which gave me valuable insight into digital strategy, growth and data-driven brand development.
The common thread throughout my career has always been the same – a passion for connecting people, ideas and brands through the power of sport.
What three words would you use to describe your role?
Creative, Strategic, Relationships. If you ask my team, they’d probably add “always on the move” or “never stops talking about new ideas.”
My role is a mix of creativity, strategy and people, and sometimes, controlled chaos with great coffee and big dreams.
“Normal” isn’t a thing in sport, so what does an “average” week look like for you?
There’s no such thing as an average week, and that’s exactly why I love my job.
One day I’m finalising a brand deal for a player in Serie A, the next I’m in a cold Stockholm for a creative shoot or hosting an ATEK Sports Club event.
It’s fast, it’s unpredictable, and it’s rarely perfect, but that’s the beauty of my job.
For me, entrepreneurship is about constant learning, staying up to date with the industry and just trying to get 1% better every day.
How did you end up where you are right now? When did you know you wanted to work in sport?
Sport has been a constant in my life, it shaped everything from my mindset to my network. I realised early on I wasn’t going pro as an athlete (still hurts a bit 😅), but I knew I wanted to stay close to the game.
After studying Sports & Health at GIH (The Swedish School of Sport And Health Sciences), I got into sponsorships and quickly saw how powerful the intersection between sport, media and storytelling could be.
That’s really where the idea for ATEK Sports was born, to combine strategy, creativity and culture in one place.
What is your number one focus when it comes to your work?
Authenticity.
Everything we do at ATEK Sports revolves around building genuine, long-term relationships, between athletes, brands and fans.
We don’t chase the biggest names or follower counts, we look for the right fits, both for the athletes and the brands.
Simple rule: if it doesn’t feel authentic, it’s not ATEK.
What’s the most important lesson you’ve learned in your career so far?
That trust and consistency beat everything.
What are you most excited about in the sport industry?
Honestly, just seeing how fast it’s growing. New idols are emerging every season, and as the world becomes more digital, athletes’ personal brands are growing right along with it.
Athletes today aren’t just players, they’re storytellers, entrepreneurs, and role models with a real voice. What makes them stand out is trust. Fans don’t just follow them, they connect with them.
That’s why athlete-led content gets more than double the engagement of traditional influencer marketing. It shows how powerful authenticity really is, and how sport keeps moving closer to the heart of culture.
If you could change one thing about the industry, what would it be?
I’d love to see brands get closer to the real world of sport, to truly understand it from the inside.
Too often, partnerships are based on numbers and gut feeling instead of real connection. A brand might see an athlete’s stats and think it’s a perfect match, but miss what actually makes that athlete connect with people. That’s where so many great collaborations are lost.
The industry needs to be more inclusive, where brands and athletes actually listen to each other and build from shared values, not just visibility.
That’s what we’re trying to do at ATEK Sports, build the bridge that helps both sides find the right match.
Sport is a hectic industry – what do you do to switch off?
Something that really lets me disconnect is music. I’ve had a big passion for it since I was a kid, it’s where I find flow and creativity in a completely different way.
A fun fact not many people know: I actually had a record deal and worked extra as a music producer in my early twenties. It’s a side of me that still sneaks back now and then, I love getting lost in my own little zone, creating sounds and ideas.
Outside of that, I spend as much time as I can with friends, family, and our family dog Teamo (aka Mulle). Those moments keep me grounded, they remind me what really matters beyond all the meetings, flights and projects.
If you were to give a piece of advice to someone wanting to do your role, what would you say?
Don’t wait for permission, just start. Build your network, create your projects, reach out to people, and learn by doing. Just as a big sports brand once said.. “Just do it”.
From music studios to major sports arenas, Adam’s story proves that creativity has no limits – it just changes arenas. With ATEK Sports, he’s helping athletes and brands find their authentic voice in a fast-evolving industry. One thing’s certain: whether it’s football, marketing or life, Adam El Mallah is playing the long game – with passion, purpose and a belief that trust always wins.
How to connect with Adam El Mallah
Instagram:
@atek.sports
@adamelma
LinkedIn:
Adam El Mallah
https://www.linkedin.com/company/atek-sports
Website:
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