Features
Strawberry Arena: Sweden National Stadium Renamed
ASM Global announced a naming rights partnership with Strawberry Hotel Group, one of the largest hotel businesses in Scandinavia. From July 12, the national stadium in the Swedish capital Stockholm, currently known as Friends Arena, will be known as Strawberry Arena.
With capacities ranging from 50,000 for soccer matches, and 60,000 for concerts, the building is home to the biggest live entertainment experiences, conferences, and exhibitions in Sweden, and the wider Nordic region. It is also the country’s national football stadium.
In the upcoming year, Strawberry Arena will play host to international megastars including Taylor Swift, P!nk, and Bruce Springsteen, and other major events such as Melodifestivalen, Tech Arena, and the Sweden International Horse Show, in addition to national soccer fixtures.
“The partnership presents an exciting opportunity for Strawberry, increasing its brand visibility on an epic main stage, and contributing to the continued success of Sweden’s largest arena,” the press release announcing the naming rights partnership states.
Strawberry will offer visitors wider packages including food, accommodation, and other options around events at the stadium. There’ll be VIP entrances for Strawberry members, and events in close cooperation with Quality Hotel Friends, and Comfort Hotel Solna, which are located adjacent to the arena, and belong to the same group.
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Johan Mägi, Commercial Director at ASM Global, commented, “Strawberry is a dream partner for us. They share ASM Global’s passion for hosting and delivering the best live entertainment experiences in the world. They will be a strong, long-term partner for the Nordic regions largest arena and together we look forward to developing market leading offers for our visitors across sports, music, conferences, exhibitions and more, along with thousands of other fans.”
“In July, the arena will change its name to Strawberry Arena, and this is a major milestone for our group and our history in Sweden. Most people see us as a hotel company, but we offer everything from small experiences that spice up everyday life to ‘once in a lifetime’ experiences. With Strawberry Arena, we will create memorable meetings and spread the message that diversity in the world is just as important as diversity in experiences,” added Carl Oldsberg, chief digital officer at Strawberry.