Today, Strawberry Arena is Launched

Starting today, July 12 2024, the national arena in Solna will be renamed to Strawberry Arena after the hotel group with the same name. Strawberry is now the new official naming partner after entering into a long-term agreement with Stockholm Live, which operates the arena. Through this partnership, Strawberry aims to contribute to the continued growth of the arena and the tourism industry in the Stockholm region.

Strawberry has had two hotels near the arena for several years. The Quality Hotel opened before the arena was completed and has been home to numerous sports profiles and touring world artists since 2013. Together with local businesses, Strawberry continuously contributes to the development of the area, attracting visitors from all over the world.

- The ambition is clear: Strawberry wants to help make the national arena in Solna the absolute best and most attractive meeting place for the biggest moments in sports, music, and culture in the Nordics. We achieve this by taking greater ownership of the entire guest journey - before and after the arena visit itself. There are significant opportunities here, not only for us at Strawberry but for the entire business community in Stockholm. The ripple effects of the major moments at the arena can become even greater for more people, to the delight of visitors, says Petter A. Stordalen, owner of Strawberry.

As the new naming partner, Strawberry wants the arena to be a venue for emotions: On stage, on the field, and in the stands. An arena filled with joy, happiness, tears, and world-class experiences.

- For us, it’s not about the restaurants, meeting rooms, gym, or spa. It’s not even about our hotels or Strawberry Arena. It’s about the people, about the joy, the pulse, and the excitement. Sometimes tears, hope, and euphoria, continues Stordalen.

With over 240 hotels, restaurants, bars, spas, meeting, and conference facilities, Strawberry is one of the largest travel operators in the Nordics. The company employs 20,000 people from over 175 nationalities, and since its founding over 25 years ago, diversity and inclusion have been an important part of the company’s identity and core values. As the new naming partner for the arena in Solna, Strawberry wants to celebrate the diversity of experiences that take place at the national arena through the concept “Room For Emotions.”

- The arena is an important meeting place for the football world, as one of the national arenas for the Swedish national teams and for AIK, which has its home there. The arena also represents a variety of emotions and experiences for people with different interests. At Strawberry, we are passionate about inclusion and diversity, and at our hotels around the Nordics, just like in the arena, magical experiences and human encounters are created every day. That’s why we see this collaboration as a “Perfect match.” Together, we will continue to facilitate unforgettable moments and create room for emotions, says Emilie Stordalen, who leads the arena collaboration from Strawberry.

Stockholm Live shares Strawberry’s ambition to offer a wide range of experiences for guests, members, visitors, and customers and will be an important partner as the national arena now becomes Strawberry Arena.

- Today, we welcome Strawberry as the new naming partner and look forward to continuing the development of the arena as the hub for experiences and events in the Nordics. The collaboration will kick off with a flying start with Bruce Springsteen’s concert next week, PINK, and AIK’s next home game, and that’s just in July, says Michael Yngvesson, General Manager for Strawberry Arena at Stockholm Live.