Strawberry Hotel Group Gets Naming Rights to Swedish Arena

Sweden’s national soccer arena, known as Friends Arena, will be renamed as Strawberry Arena under a new naming rights partnership between the hotel group and venue operator ASM Global.

The retractable roof venue is home to the Swedish soccer team and AIK, a local soccer club. The stadium opened in 2012 and in 2013 hosted the final of the UEFA Women’s European championships with 41,301 in attendance, a then-record for the tournament. It was the site of the 2017 Europa League championship won by Manchester United over Ajax Amsterdam and annually hosts the Speedway Grand Prix of Scandinavia.

“Strawberry is a dream partner for us,” said Johan Mägi, commercial director at ASM Global. “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 region’s largest arena and together we look forward to developing market leading offers for our visitors across sports, music, conferences, exhibitions and more.”

The venue also hosts concerts, major conferences, exhibitions and events. The venue has capacities ranging from 50,000 for soccer matches and 60,000 for concerts.

Strawberry, which has over 240 hotels in the region will offer visitors wider packages including food, accommodation and other options around events at the stadium with VIP entrances for Strawberry members.

“Strawberry Arena symbolizes experience and diversity, setting the arena as a place for energy, courage and enthusiasm,” Strawberry Hotel Group Owner Petter Stordalen said. “The best concerts will continue to be held here, football fans will cheer and cry; there will be something for everyone. Strawberry wants to continue to create a space for monumental meetings, experiences and moments in Sweden and the Nordic region together with ASM Global. We are incredibly proud that the arena will be named Strawberry Arena.”