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Arena Market: Sweden

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The country’s leading arena operating group is ASM Globalowned Stockholm Live, which runs the Friends Arena (30,000- 57,000), Tele2 Arena (18,000-37,000), Avicii Arena (6,000-14,500), Hovet (4,500-8,100), and smaller Annexet (2,000-3,400).

“The market in Sweden has recovered really well from the lockdowns during the pandemic, and after being up and running for a couple of months we are seeing an increased demand for live acts again,” says Stockholm Live event sales director Jenny Blomqvist.

“With a large number of previously postponed shows and concerts, both international and national, taking place within a short period during the coming months, the market is currently filled with great acts. Tickets today are sold all the way up to the day of the event because people have a variety of acts to choose from.

“The challenge for the industry in Sweden is to get back to the previous strength again”

The challenge for the industry in Sweden is to get back to the previous strength again. We have a particular focus on all the staff rehires needed while also educating and developing our organisations for the coming months of events – all while also delivering for the acts in our arenas today.”

She says the coming year looks good from an eventbooking perspective – “We really just hope that we will have full year without restrictions in Sweden and Europe.” However, she says the new challenge is trying to forecast even the next six months, because the market is not behaving as it did before the pandemic.

“International shows are released with shorter (two- to five-month) sales periods than before. So, in previous years we would have known by now how the summer of 2023 would be, but today we are still releasing shows for 2022. As a result, we have to be even more flexible in our calendars and have tighter deadlines in everything we do. It’s all about adjusting to how the market will develop after the pandemic.”

“In previous years we would have known by now how the summer of 2023 would be, but today we are still releasing shows for 2022.”

During the pandemic, Sweden’s best-known venue – The Globe Arena in Stockholm – was renamed Avicii Arena after the DJ and producer who died by suicide in 2018. “The new name is not only a tribute to one of the greatest Swedish artists of our time, but the iconic building is now also a hub for initiatives focused on young people’s mental health, in cooperation with the two big brands Bauhaus and TryggHansa as sponsors,” says Blomqvist.

Rather than being provided by an external supplier, food and beverage operations at the Avicii Arena, Hovet and Annexet have come in-house – a move that was developed during the pandemic. “We now look forward to developing the entire guest experience in the arenas, all with the back-up from our international network within ASM Global, which has managed and developed F&B operations in all its venues.”

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