Home adress: Vetegatan Stockholm. Birth place: Stockholm, Sweden. Head of program, Project Management Program, Stockholm University

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1 Home adress: Vetegatan Stockholm Contact information Phone number: +46- (0) CV Ragnar Lund Personal information Nationality: Swedish, Swiss Born: September 2, 1979 Birth place: Stockholm, Sweden. Present position President, AB Tertius Head of program, Project Management Program, Stockholm University Lecturer, Stockholm University (School of Business and Department of Advertising) Education/ University degrees PhD (Econ.) Stockholm University School of Business (2011) Master of Arts, Humanities, Stockholm University (2002) Bachelor of Science, Business Administration Stockholm University (2001) Diplomerad IHR (DIHR), Stockholm University (2001) Project management program, Stockholm University (1998) Awards Marketing Management Association s Donald Shawver Award for Best Paper in Marketing Strategy, 2005 (MMA Spring Conference, Chicago). University lectures and speaking assignments: Stockholm University, IHR, Idrottshögskolan, Projektledarutbildningen, commercial conferences (Agendum, ID Mässan, SHIE Event Solutions, Sveriges Folkparker, Media Broker AB) Professional positions Tertius AB, President (founder) (2004-present) Sponsorship and management consulting. Some projects: o Royal Swedish Opera (Stockholm) ( ) National theatre for ballet and opera. Overall budget of approx 499 million SEK. 320 performances and visitors each year.

2 Responsible for establishing and managing the sponsorship program between (selected sponsors: SAS, Vattenfall, Nordea, Volvo, Audi, CSC, Boston Consulting Group, KPMG, Svenska Spel, Apoteket, HQ Bank, Atlas Copco). The sponsorship program generated the highest sponsorship revenues of Swedish cultural organisations 2007 (Svenska Dagbladet Responsible for establishing a new donation fund for private individuals between Responsible for sponsorship of the Royal Swedish Ballet China Tour in 2008 Responsible for PR projects such as All Sweden Sings! o Inauguration exhibition House of Sweden, Swedish embassy in Washington DC Responsible for sponsorship for the exhibition Sweden in Gold and Silver (sponsors: PWC, Iceland Air, George Jensen) o Grafikens Hus (Mariefred) Designed and implemented a new sponsorship strategy o Malmö Aviation (Malmö) Designed and implemented a new sponsorship strategy Media Broker AB / Outcome AB, Consultant ( ) Leading Swedish media agencies (part of Mediacom and WPP group) Responsible for establishing a new sponsorship advisory division Responsible for the conference A Glorious Day for Sponsorship and Event Marketing with 400 participants. Media Broker sponsored the initial part of my doctoral studies at SU. Management consultant ( ) for: Pop Dakar 2000, Project Manager Music festival with an audience of 4000 (largest pop festival in Stockholm at the time) Responsible for the festival with 60 volunteers Stockholm Millennium Festivities (MTG AB), Producer New Year 2000 festivities in Stockholm Producer for a stage in the centre of Stockholm with an audience of 50000

3 Stockholm Water Festival AB, Production Assistant programme department Largest city festival in Northern Europe Pop Dakar 1999, Program- and media coordinator Responsible for artists, media contacts and marketing Humanistiska Föreningen, Program manager Student association Faculty of Humanities Stockholm University (12000 members) Organized 50 different events (debates, lectures, radio programs, live music) during 2 years Stockholm Cultural Capital of Europe 1998, Project Manager Responsible for the Sound & Silence Festival Fund raising, program coordination, marketing Other La Scala Opera House, Scuola di Ballo del Teatro alla Scala Professional dancing school at Teatro alla Scala in Milan, Italy between Injuries stopped my dancing career. IHR-day, Project Manager Initiated this yearly event 2000 participants at Södra Teatern in Stockholm. Filosofiska Kaféet (Philosophic Café), Project Manager Initiated and managed the Philosophic Café in collaboration with Swedish National Radio P1 which was national broadcasting partner during 1,5 year. Prominent Swedish philosophers met for debates with a live audience. Stockholm Student Radio 95,3 FM, Program Host / Producer Initiated and produced the weakly radio programme Radio Buzz during one year Nina Corti European tour, Production Assistant Nina Corti is a world known Flamenco artist. One month tour in Sweden and Switzerland with 20 persons involved. Sponsored by Credit Suisse.

4 Academic publications PhD dissertation Lund (2011), Leveraging Cooperative Strategy: Cases of Sports and Arts Sponsorship, Stockholm University, School of Business. Articles in peer-reviewed journals Lund, R. (2010) Co-creating value in sponsorship relations: the case of the Royal Swedish Opera. International Journal of Quality and Service Sciences, April 2010, vol. 2, no. 1. (Emerald) Lund, R. (2006) Assessing Sponsorship through the Intellectual Capital Framework Marketing Management Journal, Vol. 16, Issue 1, pp Book Chapters Lund, R. (2007) Värdet av kultursponsring. Kulturekonomi : Konsten att fånga osynliga värden, Ayata, Binnaz (ed.). s , Studentlitteratur Conference Papers Lund, R. (2011) Leveraging Cooperative Strategy: Cases of Sports and Arts Sponsorship. The 2011 Naples Forum on Service: Service-Dominant Logic, Service Science, and Network Theory, EIASM, Capri, June. Lund, R. (2011) Integrating sponsorship in large scale sports events the case of UEFA. EURAM 2011, Tallin. Lund, R. (2010) Creating value in sponsorship relations. EURAM 2010, Rome. Lund, R. (2009) Inter-organizational dynamics in sponsorship alliances: the case of the Royal Swedish Opera. The 2009 Naples Forum on Service: Service-Dominant Logic, Service Science, and Network Theory, EIASM, Capri, June. Lund, R. (2009) Intellectual Capital in Sport Organizations - a Sponsorship Perspective. Workshop on visualizing, measuring and managing intangibles and intellectual capital, EIASM, Dresden, October. Lund, R. (2005) Spin-off effects from integrating sponsorship in the management control system. A balanced view on sponsorship metrics. Peer-reviewed proceedings

5 of Marketing Management Association Spring Conference 2005, Chicago, March, (Best paper award) Lund, R. (2003) Developments in the Swedish Sports Sponsorship Arena. Proceedings from the European Association of Sport Management Conference, Stockholm, September Articles in business magazines Lund, R. (2004), Framtiden inom svensk Sports Management, Eventertain Lund, R. (2004) Framtiden inom svensk Sports Management, Eventertain Lund, R. (2004) Från slum till trendkvarter genom Camilla Goddards Arts Consulting, Eventertain Lund, R. (2003), Välgörenhet inte nog - Ärligt engagemang krävs för att skapa trovärdighet, Resumé Lund, R. (2003), Vad säger forskarna Rami Olkkonen och Tony Meenaghan om sponsringens utveckling? SponsorWorld Lund, R. (2003), Framtidens köpare vägrar matas med reklam, Resumé, nr 20 (maj) Lund, R. (2003) 8 av 10 företag vågar inte mäta sponsoreffekten, Resumé, nr 20 (maj) Lund, R. (2003), Sponsorerna kräver klirr i kassan Eventertain, nr 1 Lund, R., Tartu, T. & Thorén, J. (2003), Sponsring borde få en ärlig chans i Guldäggssammanhang, Dagens Media, nr 7 Lund, R. (2003), Har vi kommit ett steg längre i förståelsen av sponsringens effekter? SponsorWorld Lund, R. (2003), Kortsiktig sponsring ofta klubbarnas fel - rapport från ESMA kongressen SponsorWorld. Lund, R. (2003), Global sponsring kräver lokal förankring, Eventertain. Lund, R. (2003), V Festival ett nytt perspektiv på sponsring, Eventerain. Lund, R. (2003), Sponsring av flygplatser och järnvägsstationer - HSBC, Eventertain. Lund, R. (2003), Framtidens sponsring- rapport från SponsorWorld konferensen i London, Eventertain Lund, R. (2003) Guerilla Marketing, Eventertain Lund, R. (2002), Låt varumärket engagera istället för att avbryta, Eventertain, nr 5 Lund, R. (2002), Arsenals fans får unik VIP service via mobilen, Eventertain, nr 5..

6 Boards and honorary assignments 2005-present, Member of the board, Tidskriften Opera, (active in the market section ) , Vice president Doctoral Council School of Business, Stockholm University , Member of the board, Humanistiska Föreningen, Stockholms Universitet , Member of the Board, Germanistenverein , Vice president, French Italian students association Languages Mother tongue Swedish, Swiss German. Fluent in German, Italian and English. Basic knowledge in French, Spanish. Lived and attended schools in: Stockholm (Sweden), Lugano (Switzerland), Varese and Milan (Italy).

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