Parken Stadium signs major sponsorship deal with 3

Telco 3 has agreed a wide-ranging partnership with Copenhagen’s Parken Stadium.

The long-term partnership has been branded as Parken – Connected by 3, although the stadium will continue to be officially known as Parken. A new logo for the venue will launch when the partnership officially begins in the new year.

As part of the deal, the digital experience at Parken Stadium will receive a “significant boost” in the coming years, with all guests at the venue to benefit from 3’s network and new innovations.

The partnership will be established in collaboration with technology company GlobalConnect and will look to open up more digital opportunities for fans. The new digital network at Parken Stadium is expected to be ready by the spring of 2022.

Parken Stadium serves as the home of Superliga football club FC Copenhagen and also hosts matches played by the Danish national team. The stadium was a host venue during the summer’s UEFA European Championship, staging Denmark’s three group stage matches and the round of 16 game between Croatia and Spain.

Jacob Lauesen, commercial director at Parken Sport & Entertainment, said: “We have a responsibility and a duty to bring Parken into the future, so that it is the Danes’ home ground for future generations.

“We must do this with respect for the history and significance of this stadium as a sanctuary for so many, but also with the courage to develop it. Here, networks that benefit the Danes play a crucial role.

“We are no longer just together physically, we are also linked digitally in real time. Therefore, it is absolutely crucial for the development of Parken that we have the right partnerships, and here are 3, who have always been a digital frontrunner, a partner at a high international level and an optimal match for us.”

Jesper Bennike, 3’s executive vice-president of consumer experiences and chief operating officer, added: “Together with Parken, we want to create even more unique digital experiences for Danes when they visit Denmark’s national arena.

“Parken – Connected by 3 means quite literally that together we will build a superb network that makes it a unique experience to share your experience in Parken with the rest of Denmark. We must give visitors the connectivity to post photos and videos from the match or concert before it’s all over and everyone has headed home.”

Parken Stadium held a naming-rights agreement with Swedish telco Telia from 2014 to 2020.

Image: Leif Jørgensen/CC BY-SA 4.0/Edited for size