Second of Stockholm’s new stadium also managed to seal a naming rights deal before opening. Future home of both Hammarby and Djurgardens will be called Tele2 Arena – the operator announced.
Ever since the project began it was known that Stockholmsarenan (The Stockholm Arena) is just a temporary name until a sponsor is found. Now we know the brand – it’s Swedish telecom leader Tele2.
Value of the contract is yet to be revealed, but its length is already set at 10 years, making it one of the longest for any stadium that size. Opening that was previously planned to happen in 2012 will most probably take place in early 2013.
Earlier this year, in March, Sweden’s largest stadium changed its name from Swedbank Arena to Friends Arena to promote anti-bullying campaign ran by Swedbank.