A naming rights partnership between Strawberry Hotel Group and venue operator ASM Global will rename the former Friends Arena in Stockholm as 'Strawberry Arena' from July.
The destination hosts many of Sweden's most successful performances by top touring acts, and major conferences, exhibitions and events.
It is also the country's national football arena.
ASM Global and Strawberry which operates over 240 hotels in the Nordic region plan to dramatically increase the venue's visibility.
Petter Stordalen, owner, and founder of Strawberry, explains: "The new name, Strawberry Arena, symbolizes experience and diversity, setting the arena as a place for energy, courage and enthusiasm.
The best concerts will continue to be held here, football fans will cheer and cry; there will be something for everyone.
"Strawberry wants to continue to create a space for monumental meetings, experiences and moments in Sweden and the Nordic region together with ASM Global.
We are incredibly proud that the arena will be named Strawberry Arena,"
The partnership begins during a busy year for the arena which, in addition to National Team matches and the Stockholm football derby, will host international megastars including Taylor Swift, Pink, and Bruce Springsteen and other major events such as Melodifestivalen, Tech Arena and Sweden International Horse Show.
"Strawberry are a dream partner for us.
They share ASM Global's passion for hosting and delivering the best live entertainment experiences in the world.
They will be a strong, long-term partner for the Nordic region’s largest arena and together we look forward to developing market leading offers for our visitors across sports, music, conferences, exhibitions and more, along with thousands of other fans", says Johan Mägi, ASM Global commercial director.
Strawberry will create VIP entrances for its members, specially adapted member events and Strawberry lounges in close cooperation with the chain's hotels Quality Hotel Friends and Comfort Hotel Solna, which are located directly adjacent to the arena.
The ambition is to offer the go-to meeting space for the greatest moments.
"Most people see us as a hotel company, but we offer everything from small experiences that spice up everyday life to 'once in a lifetime' experiences.
With Strawberry Arena, we will create memorable meetings and spread the message that diversity in the world is just as important as diversity in experiences", says Carl Oldsberg, chief digital officer for Strawberry.
Former naming rights holder, Foundation Friends and their work against bullying, will continue to be represented at the arena and through a new agreement which extends the commitment to other venues ASM Global manages in Sweden.
