Sweden: New Naming Rights Partner For Stockholm Arena

Stockholm’s Tele2 Arena will be renamed 3Arena effective Jan. 1, 2025, in a new naming rights partnership between Stockholm Live, ASM Global’s Swedish operation, and mobile network Three.

The partnership marks a continuation of a longstanding relationship between Three and ASM Global, which has rolled out across the UK and Europe in recent years.

The arena, located in Johanneshov in southern Stockholm, opened in 2013. At a capacity of over 40,000, it welcomes 1.5 million visitors annually, and is the home to Hammarby and Djurgården soccer clubs.

See: ASM Global Reopens Iconic Stockholm Venue

Thanks to its versatility, it’s also the go-to venue for some of the biggest tours coming through the Swedish capital, as well as some of the country’s largest events.

Recent of boxoffice reports submitted to Pollstar for the building include Justin Timberlake‘s sold-out Sept. 2 concert, which sold 21,364 tickets at a $1,682,446 gross; or Rod Stewart, June 8, selling 11,910, grossing $1,020,583. The July 8 concert market the grand closing show of what

The arena can host much higher capacities, as well. When Madonna visited Oct. 28, 2023, she sold out 39,173 tickets at a $4,091,691 gross. All of the above were promoted by Live Nation.

Elton John sold the arena out twice in the summer of 2023, when he brought his “Farewell Yellow Brick Road” tour to Stockholm, July 7-8 (72,300 tickets sold, $7,635,445 grossed), promoted by AEG Presents and Marshall Arts. The July 8 concert market the grand finale of an incredible 330-date run that kicked off in 2018, counting more than 6 million fans across the world, who saw John’s most successful tour in his storied career.

See: Elton John Closes Historic Farewell Tour With Emotional Show In Stockholm

The arena is adjacent to the Slakthusområdet area, Stockholm’s meatpacking district, which has undergone a significant transformation in recent years, “and solidified itself as a dynamic destination for culture and urban development,” according to a press release from ASM Global.

The deal with Three will give 3Arena “advanced 5G standalone technology,” making it “the most connected live entertainment space in Sweden.”

As the press release explains, “the 5G ‘slicing’ technology will provide visitors and fans with vastly improved connectivity and the ability to share their experiences seamlessly. Three Sweden was the first network in Sweden to implement 5G slicing during the Stockholm Marathon this summer, and the technology has also been used effectively at Parken Stadium in Denmark, where 3 Denmark is the main partner.”

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Marie Lindqvist, senior vice president operations Europe at ASM Global, said, “Three is the perfect partner for us; we share a passion for sports, entertainment, and the ongoing evolution of Stockholm. Together, we will continue to develop one of the world’s most modern hybrid arenas. It has already become a central meeting place for Stockholmers and attracts visitors from far across the Nordic region for the world’s biggest acts, creating unforgettable live experiences. The extension of the existing partnership with Three and ASM Global is testament to its success so far, and we are very excited to see where it takes us next.”

Haval van Drumpt, CEO of Three Sweden, added, “We are proud and excited about 3Arena and our new long-term partnership with Stockholm Live. Music and football are in Three’s DNA, and with our strong passion for innovation, connectivity, and experiences, we look forward to contributing to the development of the arena and the entire area. Moreover, our head office is located right across from the arena, so when the opportunity arose, we felt it was a perfect moment.”

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