Swedish Allsvenskan football club Malmö FF has agreed a deal for engineering and infrastructure services company Eleda to take on naming rights to its home stadium.
The long-term deal builds on an existing relationship between Eleda and Malmö, with the company’s Akea subsidiary having previously supported MFF i Samhället, the club’s community engagement initiative.
Terms of the deal were not disclosed but Swedish newspaper Kvällsposten reported that the five-year agreement will be worth between SEK30m (£2.4m/€2.9m/$3.2m) and SEK35m.
As part of the deal, the stadium will be officially renamed Eleda Stadion. The stadium had been without a naming-rights sponsor since 2017, when Swedbank’s deal expired. Thereafter it was known simply as ‘Stadion’.
Malmö FF chief executive Niclas Carlnén said: “This agreement gives Malmö FF new opportunities to grow and will be an important puzzle piece in our future investment, both on and off the pitch. We need to grow not only in sports but also financially to create the conditions for the future.”
The club has worked with Eleda to develop a new visual identity for the stadium, which has a capacity of 22,500 and opened in 2009.
Image: Malmö FF