The Strawberry Arena

Friends Arena is now Strawberry Arena. Despite many making fun of the name, it's probably a good deal for Petter Stordalen, who is reported to pay over 100 million kronor for the sponsorship. Now he gets the media space that creates brand awareness every time something happens at the arena, says brand expert Eva Ossiansson.

» Updated: August 02 2024

» Published: July 12 2024

The Strawberry Arena
Photo: TT

Friends Arena is now Strawberry Arena. Despite many people making fun of the name, it's probably a good deal for Petter Stordalen, who is reported to pay over 100 million kronor for the sponsorship.

Now he gets the media space that creates brand awareness every time something happens at the arena, says brand expert Eva Ossiansson.

Ever since the inauguration twelve years ago, Sweden's national football stadium has been called Friends Arena. But on Friday, an era ends and a new one begins. Strawberry Arena is officially here to stay – for ten years.

According to information to Expressen, the deal cost over 100 million kronor for the Norwegian hotel magnate. In an interview with the newspaper, he hints that it may have been more than that.

You have to put it in relation to paying for other media space. Now the company's name will be mentioned every time there's a concert or match, says Eva Ossiansson, brand researcher at the School of Business, Economics and Law, University of Gothenburg.

We get used to it quickly

But will people say Strawberry Arena when they're used to Friends?

The old name had a pretty strong loaded word with positive values. But we get used to it faster than we think. We're met with so many brands in our daily lives now compared to before and have gotten used to every other arena getting a commercial name.

The associations with "Strawberry" have changed, especially in the media with the reporting on one of Sweden's most wanted criminals, gang leader Ismail Abdo.

It can lead to other associations, but Stordalen uses strawberry and not the Swedish word jordgubbe. Moreover, he has previously managed to highlight values in the experience industry for his hotels.

The national arena is not only home to the national team but also to AIK, whose supporters are the arena's most frequent visitors.

AIK supporters are teased

As soon as the name change was announced, the taunts from opposing supporters started pouring in on AIK supporters. Now they would be playing on "Strawberry". And they hadn't exactly gone free from theft under their previous twelve years on the "friend arena".

Does it matter that there are many who might think the name is a bit silly or pretentious?

There will always be those who don't like the name or get other associations. The main thing is that the majority of visitors associate it with getting an experience of high quality when they're there.

The first to play at the arena under the new name will be Bruce Springsteen and his E-street band. Whether "the boss" enters the stage with a "Hello Strawberry Arena" or the safer option "Hello Stockholm" remains to be seen.

Falcon alcohol-free arena (2017–present). Location: Falkenberg.

Starke Arvid Arena (2008–2010). Location: Ljungskile.

Färs and Frosta Savings Bank Arena (2008–2014). Location: Lund.

Borr and Tång Arena (2008–2011). Location: Valbo.

Metallåtervinning arena (2013–2016). Location: Uppsala.

Tags

TTT
By TTThis article has been altered and translated by Sweden Herald

More news

Sweden Boosts Workplace Inspections to
2 MIN READ

Sweden Boosts Workplace Inspections to Combat Rising Crime

Man Faces Charges for Online
1 MIN READ

Man Faces Charges for Online Child Sexual Offenses in Sweden

Man Sentenced to Psychiatric Care
3 MIN READ

Man Sentenced to Psychiatric Care for Ica Maxi Employee Murder

Sweden Prioritizes Journalist's Release After
2 MIN READ

Sweden Prioritizes Journalist's Release After Arrest in Turkey

Rise in Children Contacting Bris
1 MIN READ

Rise in Children Contacting Bris About Eating Disorders Concerns Experts

Sweden Sees Lowest Deadly Violence
2 MIN READ

Sweden Sees Lowest Deadly Violence Cases in a Decade

New Tool Empowers Parents to
1 MIN READ

New Tool Empowers Parents to Combat Online Grooming Risks

Elderly Man's Death in Ale
1 MIN READ

Elderly Man's Death in Ale Sparks Murder Investigation

Prince Carl Philip's Secret Alias
1 MIN READ

Prince Carl Philip's Secret Alias Exposed in Sportadmin Data Breach

Child Abuse Images Discovered on
1 MIN READ

Child Abuse Images Discovered on Computer at Swedish Repair Shop

Explosion Rocks Trollhättan Apartment Building,
1 MIN READ

Explosion Rocks Trollhättan Apartment Building, No Injuries Reported

Teenager Seriously Injured in Highway
1 MIN READ

Teenager Seriously Injured in Highway Collision with A-Tractor

Swedish Journalist Joakim Medin Moved
1 MIN READ

Swedish Journalist Joakim Medin Moved to High-Security Turkish Prison

SMHI Warns of High Grass
1 MIN READ

SMHI Warns of High Grass Fire Risk in Sweden's Snow-Free Regions

Swedish Journalist Joakim Medin Arrested
1 MIN READ

Swedish Journalist Joakim Medin Arrested in Turkey, Press Freedom at Risk

Man in His 30s Found
1 MIN READ

Man in His 30s Found Dead Outdoors in Norrköping; Murder Investigation Launched

Police Car and Fire Truck
1 MIN READ

Police Car and Fire Truck Crash on E4 Injures Officers

Sweden Prioritizes Journalist's Release After
2 MIN READ

Sweden Prioritizes Journalist's Release After Arrest in Turkey

Europol Looks to Sweden for
2 MIN READ

Europol Looks to Sweden for Tackling Digital Gang Crime

Woman Dies After Clothes Catch
1 MIN READ

Woman Dies After Clothes Catch Fire in Strömstad Residence

Spring Warmth to Sweep Sweden
1 MIN READ

Spring Warmth to Sweep Sweden with Temperatures Over 20 Degrees

Prehistoric Wasp Used Plant-Like Trap
3 MIN READ

Prehistoric Wasp Used Plant-Like Trap to Capture Prey, Study Reveals

Turkey Accuses Swedish Journalist of
3 MIN READ

Turkey Accuses Swedish Journalist of Terrorism and Anti-Turkish Reporting

Elderly Woman Airlifted After Clothes
1 MIN READ

Elderly Woman Airlifted After Clothes Catch Fire at Swedish Hospital

Swedes Struggle as Food Prices
4 MIN READ

Swedes Struggle as Food Prices Soar: 200 Kronor Gift Cards Run Out

Police Push for Expanded Surveillance
3 MIN READ

Police Push for Expanded Surveillance Powers on Minors in Sweden

Siblings in Sweden Marvel at
1 MIN READ

Siblings in Sweden Marvel at Rare Solar Eclipse with Welding Masks

Swedish Journalist Joakim Medin Expected
2 MIN READ

Swedish Journalist Joakim Medin Expected to Be Released Soon in Turkey

Police Struggle to Keep Up
3 MIN READ

Police Struggle to Keep Up as Online Radicalization Surges

Witness the Partial Solar Eclipse
3 MIN READ

Witness the Partial Solar Eclipse on March 29: How to Safely Watch

Body Discovered After Gislaved Apartment
1 MIN READ

Body Discovered After Gislaved Apartment Fire; Police Investigate

Swedish Journalist Joakim Medin Arrested
2 MIN READ

Swedish Journalist Joakim Medin Arrested in Turkey Without Charge Details

Teen Convicted in Skärholmen Tunnel
1 MIN READ

Teen Convicted in Skärholmen Tunnel Murder Appeals 14-Year Sentence

Key Figures Depart Following Millennium
1 MIN READ

Key Figures Depart Following Millennium System Halt in Västra Götaland

Teen Arrested After Man Shot
1 MIN READ

Teen Arrested After Man Shot in Gothenburg Residential Area

Two Arrested After Gunfire Hits
1 MIN READ

Two Arrested After Gunfire Hits Apartments in Arlöv Near Malmö

Genre image
1 MIN READ

Five Hospitalized Following Serious Car Crash Near Surahammar

Sweden Sets Clocks Forward for
1 MIN READ

Sweden Sets Clocks Forward for Summertime Transition

Man in His 70s Dies
1 MIN READ

Man in His 70s Dies in Drowning Accident in Jämtland

Facebook Revives Friend Feed to
1 MIN READ

Facebook Revives Friend Feed to Reconnect Users