Sweden’s iconic landmark to become a global symbol for mental illness prevention.
Stockholm Live, managed by worldwide live entertainment leader ASM Global, announced today that one of Europe’s most visited and famous venues, formerly the Ericsson Globe, will have a new name: AVICII ARENA. Through a unique partnership with the Tim Bergling Foundation, and support from local naming rights sponsors Trygg-Hansa and Bauhaus, Sweden’s iconic landmark will now become a global symbol for mental illness prevention.
“With our worldwide reach, ASM Global takes tremendous pride in not only presenting unparalleled entertainment experiences but also in playing a positive role in the lives of our millions of guests in countries throughout the world,” said ASM Global President and CEO Ron Bension. “We’re honored to participate in this collaboration to help prevent mental illness.”
Visible from most of Stockholm, the historic 15,000-capacity venue is intended to become “a hub for sharing ideas and hosting activities with the focus on young peoples’ mental health,” said Klas Bergling, father of the late producer and recording artist Tim Bergling, known worldwide by his stage name Avicii. “It was a significant milestone in Tim’s career when he played here nine years ago, and he would be extremely proud that this iconic building from today will bear his name.”
Bergling and his wife Anki Lidén founded The Tim Bergling Foundation after the death of their son in 2018 at the age of 28. The foundation’s work includes its “For A Better Day” project that collects young people’s voices, thoughts and needs into content that will serve as an important part of the continued Avicii Arena collaboration.
“It is only by listening to the young people and working with them that we can really make a difference,” said Bergling. “We will start from that in everything we do. We call the collection of young people’s thoughts ‘For A Better Day’ because we focused our surveys on what they need for a better tomorrow, and their answers will form the basis of our work inside and outside Avicii Arena.”
In celebration of the new Avicii Arena and the launch of the joint initiative, the Royal Philharmonic Orchestra has recorded a completely new interpretation of the Avicii song “For A Better Day,” sung by 14-year-old Ella Tiritiello from Kristianstad. The song is now available on Spotify and Youtube.
“Being able to use one of Sweden's most famous and visited buildings as a symbol and meeting place for one of the most important societal issues of our time in the way we now do together with our partners feels fantastic,” said Stockholm Live CEO Andreas Sand. “When we hosted the Avicii Tribute Concert in December 2019 at Friends Arena we got the idea to create a place that could spread the same understanding and community that we had that evening, with a focus on making a difference.”
Trygg-Hansa, one of the biggest insurance companies in Sweden, has been working for several years to prevent and reduce mental illness among young people. Within the framework of Avicii Arena, the focus will be on educational initiatives for high-school students.
“Trygg-Hansa sees mental illness among young people as the single most important societal issue,” said Hanna Axelsson, Communications and Marketing Manager at Trygg-Hansa. “We want to increase knowledge and understanding of young people's mental health, but we also want to contribute with concrete tools that help young people feel better. Within this initiative, we will focus on giving young people tools to influence how they feel, an understanding of what mental illness is and knowledge of where and when they can apply for help and support. We want to show Sweden's young people that the adult world listens and cares.”
Bauhaus, the biggest construction retailer in Sweden, sees its role in the fight against mental illness both from the point of being a workplace with many young people, and through its long involvement as a main sponsor within sports in Sweden.
“Our contribution to Avicii Arena is that we will influence, inspire and make demands on the sports clubs to put the young people's mental health at the center,” said Johan Saxne, Marketing Director for Bauhaus in Sweden and Norway. “Sports organizations and its leaders must give young athletes the right conditions to feel good with a focus on reduced pressure and more joy through sports.”
ASM Global is the world’s leading producer of live entertainment experiences. The company was formed by the combination of AEG Facilities and SMG, global leaders in venue and event strategy and management. The company’s elite venue network spans five continents, with a portfolio of more than 300 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues. From Aberdeen to Anchorage, and Sydney to Stockholm, its venues fuel live entertainment worldwide.
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