On 1 April, Tre Sweden launched a milestone strategic partnership with Scandinavian Airlines (SAS) alongside 3 Denmark, marking a major cross-Nordic initiative focused on travel, connectivity, and customer experience.
Three is delivering connectivity for 14,000 SAS employees across Sweden, Denmark, and Norway – from offices and airports to 10,000 metres up in the air. Central to the partnership is high-speed in-flight WiFi powered by Starlink satellite technology, offered free to all Three customers and EuroBonus members. The service allows travellers to stream, work, and stay connected from boarding to landing, bringing an “at home” connectivity experience into the air.
High-speed WiFi will continue rolling out throughout 2026, with 35% of the SAS fleet already equipped and around 80% expected to be connected by the end of the year.
The partnership is also delivering major brand visibility for Three. The Three logo and “Free WiFi brought to you by Three” branding now appear across SAS communications and onboard environments, including aircraft exteriors, SAS lounges, seat backs, menus, stickers, sas.se, CRM activity, and digital channels. The visibility across multiple customer touchpoints will strengthen awareness and consideration for the Three brand. Alongside exposure in SAS channels, Tre Sweden also launched a wider brand campaign on 29 May.
As part of the rollout, Three expanded its roaming services from 85 to 100 countries. High-speed WiFi will continue rolling out throughout 2026, with 35% of the SAS fleet already equipped and around 80% expected to be connected by the end of the year.
Beyond digital, Tre is committed to evolving its physical brand experience across retail and live events. At 3Arena, new fan zones and interactive activations brought supporters closer to the action during the Allsvenskan season launch, with giveaways, games, and lounge experiences creating a stronger matchday atmosphere. The reopening of the Malmö store also introduced a more modern, customer-focused retail journey, with spaces designed to feel warmer, calmer, and more welcoming. The reopening was supported by exclusive launch offers on the Samsung Galaxy S26 and iPhone Air.