Launching in Denmark in 2026, Sensational League is built for scale, with planned expansion across the Nordics and into major international markets including the United Kingdom and the United States.
Bettina Kuperman, CEO of Saga Sports Group:
"These appointments significantly strengthen our ability to build Sensational League as a modern sports and entertainment brand with global relevance."
"Cecilie will be heading one of our 8 teams as the team captain, and she also brings a deep understanding of digital engagement, creator culture, and how to connect authentically with new audiences. Steen has headed the communication departments in two of the top football clubs in Denmark, and has been responsible for building one of the biggest international brands in esports, capturing the interest of Gen Z through strategic, digital storytelling."
"Together, they reinforce our ambition to launch the first creator-led, digitally native football league designed specifically for women football and the next generation of fans."
Cecilie Schmeichel, Team Captain and Digital Lead:
"I am proud to join Sensational League as a team captain and digital lead. The league represents a fundamentally new way of thinking about women's football."
"It is not just about matches, but about building a year-round digital ecosystem where athletes, fans, and culture connect. The ambition to scale internationally from day one makes this project especially exciting."
Steen Laursen, Communications Lead:
"Sensational League sits at the crossroads of elite sport, digital media, and global storytelling. With its clear narrative, innovative format, and international roadmap, the league has the potential to become a scalable IP. I'm excited to help shape the brand and a new, creator-led, digitally driven football league that appeals to existing and a new generation of fans, while we are creating strong platforms for partners and sponsors across key markets."
About Sensational League
Sensational League, developed by Saga Sports Group, follows the trend of creator-led digitally driven football leagues and is the first specifically designed for women. A professional 7-a-side women's football league combining elite competition, entertainment, lifestyle, and a digital-first content strategy. Designed to generate year-round engagement and new commercial opportunities, the league will launch in Denmark in 2026 before expanding into key international markets, including the UK and the US. The vision is dynamic format that both serves as a top sports product and provides the missing infrastructure for the promotion of women's football for both players and fans.
About Saga Sports Group
Saga Sports Group is an international sports and entertainment marketing company specialised in women's sports. Founded by sports industry experts and entrepreneurs, Bettina Kuperman and Majken Gilmartin, with the mission to prove the business case of women's sports while creating opportunities for sustainable professional careers for female athletes and professionals. Saga builds sports platforms designed for women, combining competition, entertainment, digital media, and commerce in scalable business models.
