ASM Global Secures Major Naming Rights Deal for Sweden’s National Soccer Stadium to Be Known as Strawberry Arena
ASM Global today announced a new naming rights partnership with Strawberry Hotel Group beginning in July which will rename the former Friends Arena in Stockholm – a mainstay of major live entertainment experiences – to Strawberry Arena.
- ASM Global today announced a new naming rights partnership with Strawberry Hotel Group beginning in July which will rename the former Friends Arena in Stockholm – a mainstay of major live entertainment experiences – to Strawberry Arena.
- Venue operator ASM Global and new naming rights partner Strawberry – which has over 240 hotels in the region – plan to increase the already market-leading live entertainment experiences to guests, fans, members, customers and artists alike.
- Petter Stordalen, owner, and founder of Strawberry, said, "The new name, Strawberry Arena, symbolizes experience and diversity, setting the arena as a place for energy, courage and enthusiasm.
- "In July, the arena will change its name to Strawberry Arena, and this is a major milestone for our group and our history in Sweden.