Showcase Scandinavia 2025
The two-day event will take place on Monday, 27 October 2025, at Parken Stadium in Copenhagen, Denmark, and on Tuesday, 28 October 2025, at Eleda Stadion in Malmö, Sweden.
About SGL Showcases
With successful editions earlier this year at Olympique de Marseille’s Stade Vélodrome, and last year at NK Osijek’s Opus Arena in Croatia, and Chelsea FC’s Stamford Bridge. It’s now time for the SGL Showcase to be hosted in Scandinavia, in Copenhagen and Malmö.
During this unique event, we’ll showcase ways of high-level pitch management with a focus on LED grow lighting, data usage, sustainable disease management and pitch performance testing. Highly regarded (guest) speakers will share their knowledge and experience through practical examples. During the pitch visit and live demos, you will see the latest technology in action. And of course, there will be plenty of time to network with fellow industry professionals.
Parken Stadium
Parken Stadium in Copenhagen is Denmark’s leading sports and event venue, known for its modern design and fanatic atmosphere. With a seating capacity of over 38,000, it is the home of FC Copenhagen, one of Denmark’s most successful football clubs. The stadium hosts a wide variety of events, including football matches, concerts, and other large-scale gatherings, attracting fans and visitors from across the country and beyond. We are proud to have Parken Stadium as the host venue for Day 1 of our event.
Eleda Stadion
Malmö FF’s Eleda Stadium opened in 2009 and has a capacity of around 22,500 spectators. The design of the stadium focuses on giving fans a close view of the pitch, creating an engaging and lively atmosphere during matches. It offers practical and modern facilities that meet the needs of both players and visitors. Over the years, Eleda Stadium has become an important venue in Swedish football, hosting many domestic and international games. We are pleased to have Eleda Stadium as the host venue for Day 2 of our event.
Day 1 - Copenhagen
| 11:00 – 11:30 | Welcome & coffee |
| 11:30 – 12:30 | Presentation SGL |
| 12:30 – 13:30 | Lunch |
| 13:30 – 14:15 | Presentation by Oliver Deeming (Head Groundsman – FC Copenhagen) |
| 14:15 – 15:15 | Pitch visit |
| 15:15 – 15:30 | Coffee break |
| 15:30 – 16:30 | Presentation by James Ward (Stadium Grounds Manager – Tottenham Hotspur F.C.) |
| 16:30 – 16:45 | Closing presentation |
| 16:45 – 17:15 | Networking drinks |
| 17:15 – 17:45 | Bus to hotel |
| 17:45 – 18:00 | Check in hotel |
| 18:00 – 19:00 | Time to feshen up |
| 19:00 – 19:30 | Transfer to restaurant |
| 19:30 – 23:00 | Dinner |
Day 2 - Malmö
| 08:00 – 09:15 | Travel to Eleda Stadion (Malmö) |
| 09:15 – 09:30 | Welcome & coffee |
| 09:30 – 09:45 | Opening |
| 09:45 – 10:30 | Presentation by Jerry Wihlborg (Stadium Director – Malmö FF) |
| 10:30 – 11:15 | SGL Innovation presentation by Paul Zwerus |
| 11:15 – 11:30 | Coffee break |
| 11:30 – 12:00 | SGL Data demonstration |
| 12:00 – 13:00 | Pitch visit |
| 13:00 – 13:15 | Questions & closing |
| 13:15 – 14:00 | Lunch |
| 14:00 | End of programme and bus back to Copenhagen |
Speakers
James Ward, Stadium Grounds Manager – Tottenham Hotspur F.C.
James Ward is the Stadium Grounds Manager at Tottenham Hotspur F.C., responsible for overseeing the maintenance and quality of the world-class playing surface at Tottenham Hotspur Stadium. Since joining the club in 2018 as Assistant Head Groundsman, James has steadily progressed, taking on the role of Head Groundsman in 2021 before his promotion in 2025. He leads a skilled team that employs advanced turf management techniques and the latest technology to deliver consistently top-quality pitches. These surfaces cater not only to Premier League football but also to NFL games and other high-profile events held at the stadium. James is known for his expertise in maintaining adaptable, high-performance turf under demanding conditions.
Oliver Deeming, Head Groundsman – FC Copenhagen
Oliver Deeming is the Head Groundsman at FC Copenhagen and therefore responsible for their home Parken Stadium and training ground Nummer 10. He took on the job in Denmark beginning of 2024 after gaining experience at Tottenham Hotspur FC, and in rugby at Northampton Saints, which he joined after starting in the industry at local side Bury St. Edmunds Rugby Union FC. Oliver made real impact in his first year at FC Copenhagen, being voted Employee of the Year by management of the club, and Colleague of the Year by his teammates. He’ll tell you all about how they work at FC Copenhagen, his experience in England and where the real differences lie between Danish Superligaen and the English Premier League.
Jerry Wihlborg, Stadium Director – Eleda Stadium
Jerry Wihlborg is the Stadium Director at Eleda Stadium. In this role, he oversees the full operation of the stadium, including event management, facility maintenance, safety, and customer experience. He is responsible for maintaining the stadium’s reputation as a well-run and welcoming venue for fans and players alike. Jerry’s leadership helps position Eleda Stadium as a reliable and well-managed venue in Swedish sports. During the event, Jerry will share insights about his work at Eleda Stadium and the important role the pitch plays in stadium operations. As a Stadium Director, he juggles many responsibilities and offers a unique perspective on pitch management compared to a groundsman.
Hotel
Comwell Copenhagen Portside is a modern, sustainable hotel located in the vibrant Nordhavn district, just 10 minutes from the city centre. With stylish Scandinavian design and comfortable, well-equipped rooms, it offers the perfect base during our SGL Showcase Scandinavia. The hotel features a restaurant with a seasonal, low-waste menu, flexible meeting spaces, and quiet outdoor areas by the canal. Opened in 2021, Portside combines smart functionality with warm hospitality, making it ideal for both business and leisure. We’re excited to stay here and enjoy its inspiring atmosphere during our time in Copenhagen.
Ambitious Oliver Deeming carries out successful vision at FC Copenhagen
From rugby dreams to pitch-perfect results in Denmark, FC Copenhagen’s Oliver Deeming shares how he’s leading turf innovation with LED grow lights, sustainable strategies, and a bold vision for the future of football groundskeeping.
Terms and Conditions
- Commercial parties are not allowed to participate in this event.
- SGL reserves the right, at any time, to decline event registrations or close registrations early if it deems the number of registrations to be excessive.
- A maximum of 2 people per club/venue/company is allowed to participate.
- If the maximum number of registrants is reached, SGL reserves the right to place individuals on a waiting list until new availability arises.
- Availability is on a first-come, first-served basis.
- Participation in the programme is free of charge.
- SGL offers a hotel option, but you are responsible for booking and payment of the hotel.
- Transport to and from the event has to be arranged by yourself and are at your own expense.
- Personal information provided during registration will be used solely for event coordination purposes and will not be shared with third parties without prior consent.
- By attending the event, participants consent to the use of their image and likeness in event-related photos and videos for promotional purposes in the future.
Cancellation
- If you are already registered, but can no longer participate, please inform us by sending an email to: marketing@sglsystem.com
Who from SGL are present?
