The largest arena in the nordic changes name to Strawberry Arena

In July 2024, Sweden's national arena, Friends Arena in Stockholm, will change its name to Strawberry Arena, named after the hotel group Strawberry. The new agreement between Strawberry and Stockholm Live means that Strawberry will become the new naming partner for the arena.

Located in Solna, just outside Stockholm, the arena currently hosts the biggest events and sports moments in Sweden and the Nordic region. The collaboration with the arena is an extension of Strawberry's ambition to offer a wide range of experiences to guests, members, and customers alongside Stockholm Live, the arena's operator.

- The new name, Strawberry Arena, symbolizes experiences and diversity. This will be an arena for energy, courage, and excitement. The best concerts will be held here, football fans will both cry and cheer, and there will be room for everyone. Alongside Stockholm Live, we will further develop the largest meeting place in the Nordic region. We are incredibly proud that the arena will now be called Strawberry Arena, says Petter A. Stordalen, owner of Strawberry.

The partnership begins in the midst of an intense year with national team matches and Stockholm derbies, in addition to concerts featuring world-renowned artists such as Taylor Swift, Pink, and Bruce Springsteen. Strawberry Arena also hosts events like Melodifestivalen, Tech Arena, and Sweden International Horse Show. For Stockholm Live, this agreement means they now have a strong and long-term partner with local engagement associated with the arena.

- Strawberry is a dream partner for us and shares Stockholm Live's passion for hospitality and our goal to be the best at grand experiences. With Strawberry, the largest arena in the Nordic region gains a long-term and strong partner, and together we will broaden the range of experiences for everyone coming to Stockholm and Solna to experience sports, music, and meetings together with other people, says Johan Mägi, Commercial Director at Stockholm Live.

Through the new partnership, Strawberry can offer guests and visitors a comprehensive experience, including everything from food and accommodation to experiences at Strawberry Arena. Strawberry will have its own VIP entrance for its members, tailored member events, and Strawberry lounges in collaboration with the hotels Quality Hotel Friends and Comfort Hotel Solna, located directly adjacent to the arena.

- In July, the arena will change its name to Strawberry Arena, marking a significant milestone for us in Sweden. Most people see us as a hotel company, but we offer everything from small everyday experiences to "once in a lifetime" experiences. With Strawberry Arena, we aim to create memorable events and spread the message that diversity in the world is as important as diversity in experiences, says Carl Oldsberg, Chief Digital Officer at Strawberry.

The Friends Foundation and their work against bullying will still be represented at the arena, and through a new collaboration agreement, the commitment will also extend to Stockholm Live's other arenas.

Facts about the National Arena in Solna
The arena is Sweden's national arena for men's football and can host events on all surfaces, from natural grass and gravel to ice and parquet. With its retractable roof, events can take place year-round, regardless of the weather. The seating capacity for football games is 50,000, and it can accommodate up to 60,000 people for concerts.

The arena is the home venue for AIK Fotboll and the Swedish men's national football team, and it also complies with UEFA's and FIFA's regulations for international football. World stars such as Beyoncé, Coldplay, Guns N' Roses, Eminem, Ed Sheeran, Ariana Grande, Rolling Stones, and Bruce Springsteen have performed on its stage. The arena, which has around one million visitors per year, will once again host Bruce Springsteen, Taylor Swift, Pink, and others in 2024, alongside all the football matches for the home teams AIK and the men's national football team.

About Stockholm Live and ASM Global
Stockholm Live operates the most visited arenas in the Nordic region, including Avicii Arena, Hovet, Annexet, Tele2 Arena, and Friends Arena in Solna, as well as Södra Teatern on Södermalm in Stockholm. They also manage the attraction Skyview at Avicii Arena. Each year, over 3 million people visit Stockholm Live's arenas and the events and activities they host. Stockholm Live is part of ASM Global, a world-leading company in arena management and event strategy, operating over 325 arenas, stadiums, convention centers, and theaters worldwide. For more information, visit www.stockholmlive.com.

Stockholm Live is a wholly-owned subsidiary of ASM Global, a world-leading company in entertainment experiences. ASM Global works with strategy, operations, and management and is currently the operator of more than 350 arenas, stadiums, theaters, and convention and exhibition facilities on five continents. A selection of ASM Global's arenas includes AO Arena Manchester, Wembley Arena London, Allegiant Stadium Las Vegas, Kai Tak Hong Kong, and Coca-Cola Arena Dubai. For more information, visit www.asmglobal.com.