2026 Women Of Live: Therése S. Larsson

Therése S. Larsson
Live Nation | SVP & Head of Media & Sponsorship, International / EMEA (Sweden)

ADVICE | “Over time I’ve learned that passion alone doesn’t drive results. Clarity, accountability, and high standards are what turn ambition into consistent performance.”

Therése S. Larsson is in charge of Live Nation’s media and sponsorship business across EMEA (Europe, Middle East, Africa) and internationally.

She’s been helping others formulate a sound strategy for partnerships, sponsorships and other commercial opportunities all her career, of which she’s spent almost 12 years at Live Nation. In all that time, she says the change in terms of female representation has been very visible, with “far more women shaping commercial strategy and influencing decision-making than when I first entered the industry.”

Highlights
“Over the past year, I’ve been most proud of how Live Nation’s Media & Sponsorship business has continued to expand across EMEA while staying grounded in local culture. Growth only matters if it strengthens connections, and that’s where I’ve seen the biggest progress.

“What excites me most is watching brands move from being visible at shows to actually belonging there. When a partnership is done well, fans don’t experience it as sponsorship. They experience it as part of the live moment itself.

“Equally important has been how our teams work across markets. There is a real culture of sharing insight and learning from each other, and that collaboration is what allows us to operate at regional scale without losing local relevance.”

The Live Difference
“My career began more than two decades ago in broadcasting and events, so I’ve always been drawn to industries that bring people together around shared experiences.

“Joining Live Nation in 2014 was a turning point because it allowed me to connect commercial growth with cultural impact. Live music creates something that is very hard to replicate anywhere else.

“You can feel it in a crowd when thousands of people are experiencing the same moment at the same time. At its best, this industry creates memories that last for decades. Being part of that is still incredibly motivating.”