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.
