Tre Sweden scored big in its first year as sponsor of 3Arena, bringing its “We Give More” brand position to life through major live moments, from the Nordic Star Cup to sell-out football matches and concerts with headlining artists like Kendrick Lamar and Imagine Dragons.
In 2025, 3Arena became Sweden’s most visited arena, welcoming 1.4 million attendees across 51 matches and 16 concerts. Continuous activations throughout the year kept fans engaged, generating 1.5 million social interactions, 5,258 mentions of 3Arena, and an estimated 252 MSEK in advertising value.
The impact was tangible for Tre’s brand value. 42% of visitors reported feeling positive towards Tre, with 56% positive on the sponsorship, following their arena experience. Awareness increased in Stockholm to 81% and consideration for Tre reached 30%, contributing 20 MSEK in brand value.
The platform has also supported retail momentum and unlocked new opportunities previously unavailable to Tre.
Partnering with influencer SportTouchen resulted in 20,000+ attendees, 31.5 million social views, 4.6 million media views, and total media value of around 7 MSEK, making it the biggest arena initiative of the year.
Tre’s sponsorship of 3Arena was designed to strengthen the brand’s position as “giving more,” both to consumers and business. Retail partners benefited through collaborations with resident clubs, Djurgården and Hammarby, activating partner networks and supporter-focused offerings.
October marked a milestone for 3Arena with the Nordic Star Cup. Partnering with influencer SportTouchen resulted in 20,000+ attendees, 31.5 million social views, 4.6 million media views, and total media value of around 7 MSEK, making it the biggest arena initiative of the year.
By owning an arena platform with strong local relevance, Tre can offer consumer experiences and benefits that its competitors can’t, strengthening its brand position and driving commercial growth and market share in Stockholm.
Watch the 3Arena highlights reel below.