Excitement levels rising in Sweden

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ISG are delighted to congratulate our partners at the Friends Arena on their recent name change (previously Swedbank Arena).

As part of the rebranding process at the stadium and as the exciting schedule of events continues to grow, with the announcements of the major Sweden National Football Team matches, AIK’s confirmed move to the Friends Arena and the announcement of several popular music events, the VIP Box and VIP Seat product will be a vibrant product offering tailored specifically to the local marketplace and the extensive content schedule. ISG will work alongside the Friends Arena as they deliver the finest stadium experience in Scandinavia.

Andrew Hampel, CEO of ISG said “With only 6 months to go before the opening of the stadium, the excitement levels are rising. New events are being announced on a regular basis and we cannot wait for the opening event in October.”

Thomas Perslund, CEO of SAM said, “We are excited to be working with ISG at Friends Arena. ISG’s in-depth knowledge and expertise have been crucial for the development of Friends Arena over the past 4 years. Our long-term agreement will be of great importance for our organization as we move forward managing the stadium.”

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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.