Friends arena – a strategic alliance

Former named Swedbank Arena has given away the name to the arena in Solna to Friends. Sponsor expert Emil Didriksson gives his view on this remarkable action. Modern sponsorship is about storytelling, which Didriksson points out that Friends Arena is about. The business side of it could give the organization Friends an additional revenue of 17,5 MSEK per year.

Read about Swedbanks donation here.

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