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Luger’s Fredriksson to oversee LN Sweden partnerships

Patrick Fredriksson has been appointed partnerships director for both Luger and Live Nation Sweden, heading up a newly formed commercial partnerships department

By Jon Chapple on 12 Feb 2018

Patrick Fredriksson, Luger/Live Nation Sweden

image © Jenny Ingemarsson

Luger co-founder Patrick Fredriksson has been appointed director of partnerships for Live Nation Sweden.

Fredriksson (pictured), who co-founded the Swedish promoter with Ola Broquist in 1991, becomes responsible for all Live Nation/Luger partnerships across their concerts, festivals and artists in Sweden, with immediate effect.

In his new role, Fredriksson’s focus on business development and building creative partnerships around Luger’s portfolio of events, which includes festivals such as Way Out West and Åre Sessions.

“There are few people with as much experience of our industry as Patrick,” says Therése Liljedahl, the newly appointed CEO of Live Nation Sweden. “With Way Out West, he has shown the way and set a new standard for how to delive commercial partnerships around events in a modern and creative manner.

“There are few people with as much experience of our industry as Patrick”

“I am also very happy and proud that, with Patrick’s new role, we finally have a partnership department for all our joint operations [Live Nation and Luger].

“How we create and develop partnerships and events is something I’m passionate about, and being more involved in these projects will be very exciting,” adds Fredriksson. “Creative and thoughtful partnerships are hugely important for us and our partners – and equally important to our visitors.”

Luger is a wholly owned subsidiary of Live Nation.

Fredriksson last month joined the board of directors of Swedish promoters’ association Svensk Live.


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