Žalgiris Group has established a new accelerator, Confluence Valley, aimed at expanding into international markets, arena and stadium management, and the organization of sports and entertainment events.
Žalgiris Group has established a new accelerator, Confluence Valley, aimed at expanding into international markets, arena and stadium management, and the organization of sports and entertainment events.
Žalgiris Group has unveiled Confluence Valley, a new sports infrastructure accelerator focused on international expansion and the management of new venues. The company brings together international sports franchises, distinctive event spaces, and innovative digital experiences. The accelerator was created and is jointly managed with business developer and investor Tesonet.
The vision of Confluence Valley is to transform event venues into catalysts for the success of teams, sports, and cities. This will be achieved by creating conditions that strengthen the financial stability and investment potential of sports organizations, increase the popularity and accessibility of sports, and enhance the economic growth and reputation of cities.
The accelerator’s Chief Executive Officer is Paulius Motiejūnas, who previously held leadership positions with both Žalgiris and the EuroLeague. He brings extensive experience in managing sports organizations and a deep understanding of international markets. This expertise will help develop event culture and venue infrastructure, turning them into long-term drivers of urban economic value.
The foundation of the accelerator lies in the combined strengths and best practices of its partners: Žalgiris Group’s extensive experience in sports, events, and infrastructure management, and Tesonet’s business philosophy, digital innovation capabilities, and track record of rapid global growth.
According to Motiejūnas, the sports and entertainment venue industry is evolving rapidly, creating an opportunity to export a proven and sustainable business model to international markets. Over many years, the organization has built a comprehensive ecosystem encompassing arena and team management, fan engagement, event programming, digital innovation, and infrastructure development as the foundation of sporting and commercial success.
“We are leveraging our extensive experience to help this accelerator become a global leader in sports and entertainment. Our operating model has been tested over time and has proven capable of creating value for teams, sports organizations, and cities alike. We believe sports infrastructure can be much more than a venue for events. It can become a strategic asset and an integral part of the community. This is what differentiates our accelerator from similar businesses: when infrastructure is built around a team that can manage and monetize it, sports and entertainment become a success story for the entire city,” said Motiejūnas.
Confluence Valley’s activities focus on four key areas: teams, infrastructure, events and visitors, and technology. In team management, advanced technologies and data analytics are used to support better decision-making, improve operational efficiency, and create greater value for fans. In infrastructure, venues are transformed through world-class innovations, enabling them to host everything from local events to major international championships.
Equally important is delivering a seamless visitor experience at arenas and stadiums. By combining the latest technologies with best practices in entertainment management, every stage of the guest journey, from ticket purchase to memorable moments during and after an event, becomes part of a unified and exceptional experience.
One of the accelerator’s strategic priorities is investing in the development and implementation of new technologies. Data-driven solutions help sports organizations improve performance while enabling fans to discover unique content and experiences that deepen engagement.
Managing a globally oriented accelerator will also allow Žalgiris and Kaunas to better capitalize on their potential by attracting more international sports and entertainment events, world-class performers, and visitors from abroad. A more diverse event portfolio will strengthen the international visibility of both Kaunas and Lithuania, boost tourism, and generate greater economic value.
Confluence Valley is currently actively assessing opportunities across European markets where its model can be introduced. More than 40 discussions regarding potential expansion have already taken place across various regions of Europe. Investments in venues will be selected based on their ability to enhance existing event expertise, expand capabilities in new markets, and establish partnerships with long-term growth potential for sports teams, cities, and local communities.
