As of July 12, Friends Arena, Sweden's national football stadium and the entire Swedish arena, will be renamed Strawberry Arena. The new agreement between Strawberry and Stockholm Live means that Strawberry will become the new naming partner for the arena. 

The arena is the place for the biggest meetings, experiences and moments in Sweden and the Nordic region. The collaboration is well in line with Strawberry's ambition to offer a wide range of experiences to guests, members and customers together with Stockholm Live, which operates the arena. It is also an opportunity for Strawberry to take the next step towards its vision, and to contribute to the continued success of Sweden's largest arena.

– The new name, Strawberry Arena, symbolizes experiences and diversity. This will be an arena with space for energy, courage and excitement. This is where the best concerts will be, where football fans will cheer and cry and here there will be room for everyone. Strawberry wants to continue creating a place for the biggest meetings, experiences and moments in Sweden and the Nordic region together with Stockholm Live. We are incredibly proud that the arena will be named Strawberry Arena, says Petter Stordalen, owner and founder of Strawberry.

According to the press release.