Swedish coffee company Löfbergs has entered into a partnership with UROS Live, an under-construction venue in Tampere, Finland that will seat up to 15,000 people.

As part of the agreement, both hot and cold Löfbergs products will be sold at the arena, which is scheduled to open in late 2021.

UROS Live will serve as the home of Finnish ice hockey teams Tappara and Ilves and will also be a host venue for the 2022 Ice Hockey World Championships. The arena is also set to stage high-profile music concerts.

The arena complex will house a top-class hotel, an international casino, conference and meeting services and a number of restaurants.

UROS Live chief executive Marko Hurme said: “We selected Löfbergs as our partner due to their extensive experience in arena operations, excellent selection of coffee products and commitment to responsible operation that goes hand in hand with UROS Live values.”

Earlier this month, Finnish technology company UROS secured naming rights to the arena as part of a 10-year deal. UROS Live claims to be the first downtown arena in Europe and it is hoped the venue will enhance the attractiveness of the city of Tampere and the wider Pirkanmaa region.

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