Svenska Spel AB Becomes Official Partner of Sweden’s National Stadium

By Community | October 23, 2012

Sweden’s national football stadium, Friends Arena have signed a sponsorship deal with Svenska Spel AB for the Swedish state-controlled gaming monopoly to become the official partner.

Svenska Spel revealed that the agreement, which is set to run until the end of next year, is the second such deal it has signed following a similar tie-in with the Rasunda Stadium in Stockholm.

“We are sure that many great sporting moments will play out in Sweden’s new national stadium and obviously we want to be there when sporting history is written,” said Johan Lindvall, Brand Manager for Svenska Spel.

Situated in the Stockholm suburb of Solna, the new Friends Arena is a retractable roof stadium that, with an eventual capacity of up to 65,000 spectators, is to be the largest such venue in the whole of Scandinavia and the second largest in Europe. The new home for the Swedish men’s national football team and local club side AIK Solna, the venue already has a full schedule of events planned including qualifying matches for the 2014 FIFA World Cup and the finals for the 2013 UEFA Women’s Championship.

“We want to get as close to the audience as possible and through the stadium’s integrated technology we can provide our customers with a new gaming experience based on the amazing digital possibilities Friends Arena offers today,” said Lindvall.

The new stadium is owned by the Swedish Football Association and will officially open later this month complete with the latest communications technology.