Featured image credit: ASM Global
Tele2 Arena, a multi-purpose stadium in the Swedish capital of Stockholm, is being rebranded as part of an agreement with mobile network Three.
From January 1, the stadium will be officially known as 3Arena. Three will contribute to the development of the stadium and the surrounding area.
Three struck the deal with venue operator Stockholm Live, which is part of ASM Global. Three has an existing deal with ASM Global covering the UK and Europe.
Tele2 Arena has a capacity of over 40,000 and serves as the home of Allsvenskan football clubs Hammarby and Djurgården. It has also hosted international football fixtures, the World and European Handball Championships, and concerts from the likes of Madonna, Adele and Elton John.
The new-look 3Arena will be equipped with advanced 5G standalone technology, which operators say will make it the most connected live entertainment space in Sweden. 5G ‘slicing’ technology will improve connectivity for fans.
Haval van Drumpt, chief executive of Three Sweden, said: “We are proud and excited about 3Arena and our new long-term partnership with Stockholm Live. Music and football are in Three’s DNA, and with our strong passion for innovation, connectivity, and experiences, we look forward to contributing to the development of the arena and the entire area. Moreover, our head office is located right across from the arena, so when the opportunity arose, we felt it was a perfect moment.”
Marie Lindqvist, senior vice-president of operations in Europe at ASM Global, added: “Three is the perfect partner for us; we share a passion for sports, entertainment, and the ongoing evolution of Stockholm. Together, we will continue to develop one of the world’s most modern hybrid arenas.
“It has already become a central meeting place for Stockholmers and attracts visitors from far across the Nordic region for the world’s biggest acts, creating unforgettable live experiences. The extension of the existing partnership with Three and ASM Global is testament to its success so far, and we are very excited to see where it takes us next.”
Earlier this year, Stockholm’s Friends Arena rebranded as the Strawberry Arena as part of a deal between Strawberry Hotel Group and ASM Global. The stadium opened in 2012 and serves as the home of Sweden’s national football team and Allsvenskan club AIK.
Tele2 Arena opened in 2013 and welcomes 1.5 million visitors per year.
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