Martin Englund

Commercial Director - Friends Arena

The Friends Arena has a capacity of 50-65,000 spectators and will feature a retractable roof. It will be the home to the Swedish National Football Team, AIK, one of Sweden’s leading football teams and will also host other world-class concerts and top level sporting and non-sporting events each year. Recent and upcoming concerts include Bruce Springsteen, One Direction and 3 sold-out nights of the Swedish House Mafia.

Martin has worked on the Friends Arena project as a key member of the ISG Project team since 2007 and has been working at the Friends Arena since 2010, initially as the head of the ISG team at the Friends Arena, responsible for recruiting and training the sales force selling VIP seats and boxes in the stadium.  In 2011, due to his wide expertise in the market and knowledge of the stadium, Martin was promoted to Commercial Director of the Arena and is a member of the senior executive team.  He remains a consultant to ISG.

Before joining ISG, Martin worked for IMG in Sweden for more than 12 years with the role of Managing Director for the last 5 years.

Prior to working for IMG, Martin was one of the co-founders of Nordic Artist, a concert and media production company which he and his partner sold to MTG, the Kinnevik owned media group, in 1994.


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ISG is the market leader in forecasting and maximising revenue from seating in stadia and arenas, and enhancing the spectator experience. ISG's uniquely experienced senior executive team has been responsible for generating more than $2 billion in revenues at more than 15 projects.