Top Swedish arenas in ‘great demand’ for 2025

ASM Global’s trio of Stockholm venues are reporting “great demand” for events in 2025, the company’s Tobias Ekman tells IQ.

Ekman is general manager of Sweden’s largest stadium, Strawberry Arena (cap. 60,000), as well as the capital’s 3Arena (45,000) and Avicii Arena (16,500).

Strawberry Arena will host concerts by Guns N’ Roses (4 July) and Ed Sheeran (22-23 August) this summer, while 3Arena will welcome Imagine Dragons (5 June), Iron Maiden (12-13 June), Kendrick Lamar & SZA (9 August), Volbeat (17 October) and Sabaton (13 December). Both venues are multipurpose stadiums with retractable roofs.

Avicii Arena, meanwhile, recently reopened after a year-long redevelopment project and has upcoming nights with the likes of Sabrina Carpenter, Billie Eilish, Tate McRae, Kylie Minogue, Pitbull, OneRepublic and Hans Zimmer Live.

“We entered this year with a great demand for our venues,” says Ekman. “With Avicii Arena just modernised and open we already see high volume of bookings in a wide range of events – 3Arena and Strawberry Arena are looking at double-digit sold out stadium shows combined.”

Avicii Arena’s $92 million revamp included brand-new stands and seating, improved food and beverage offerings, enhanced acoustics and a new retractable interior roof, as well as new premium experiences including luxury suites, social lounges and party booths.

“We compete not only in Sweden, but also in the northern Europe region for tours”

Ekman is confident the improvements have kept the venue, which opened in 1989 and was originally known as Stockholm Globe Arena, ahead of the curve.

“There is always competition among venues for content that we respect, but we feel we are very competitive here with a modernised Avicii Arena,” he says. “We compete not only in Sweden but also in the northern Europe region for tours so we make sure to keep enhancing our venues and services every day.”

Ekman, who was formerly CEO of artist and promoter agency Jubel and has previously served in senior commercial roles for Live Nation in Sweden and the US, does not believe 2025’s huge year of stadium concerts will have any negative ramifications for the arena business. Moreover, he notes that the traditionally quiet summer season for arenas is “much shorter now”.

“The demand for live events overall in Stockholm and Sweden is at a very high level,” he says. “ASM Stockholm can provide venues from 3,000 up to 60,000. As these opportunities exist in Stockholm, it creates demand even outside Sweden which leads to demand for stadiums, arenas and clubs.”

In closing, Ekman lists his objectives for the months ahead as to “make sure that every day we keep improving our venues and services towards promoters, artists, teams and fans so we can efficiently help everyone deliver their work at the highest level for the best overall experience”.

Read IQ‘s recent health check on the UK arena market here.

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