Parken and 3 enter into stadium sponsorship agreement
Denmark's national stadium, Parken, has entered into a long-term rights partnership with the telecommunications company 3.
The new partnership means that the digital experience in Parken will receive a significant boost in the coming years for all guests via 3's network and new innovations.
Parken will continue to be called Parken, while the stadium partnership is entitled "Parken - Connected by 3". It will have its own logo when the collaboration starts in the New Year.
New network | New opportunities
The partnership will mean that guests for international matches, concerts and F.C. Copenhagen games in Parken will have a much better experience when they use 3's network.
It will be established in collaboration with the technology company GlobalConnect and will open up more digital opportunities to fans, as well as create new opportunities in the future, where the door is opened for further development with the new partnership.
A digital leader at the highest international level
"We have a responsibility and a duty to bring Parken into the future, so that it is the Danes' home ground for future generations," says Jacob Lauesen, commercial director of Parken Sport & Entertainment.
"We must do this with respect for the history and significance of this stadium as a sanctuary for so many, but also with the courage to develop it.
“Here, networks that benefit the Danes play a crucial role. We are no longer just together physically, we are also linked digitally in real time. Therefore, it is absolutely crucial for the development of Parken that we have the right partnerships, and here are 3, who have always been a digital frontrunner, a partner at a high international level and an optimal match for us."
More unique digital experiences
3 is also looking forward to the new partnership with Parken and the opportunity to provide a much better experience to the many hundreds of thousands of Danes who visit the stadium every year.
"We are very much looking forward to this collaboration," said Jesper Bennike, 3's Executive Vice President Consumer and COO.
"Together with Parken, we want to create even more unique digital experiences for Danes when they visit Denmark's national arena.
"Parken - Connected by 3 means quite literally that together we will build a superb network that makes it a unique experience to share your experience in Parken with the rest of Denmark. We must give visitors the connectivity to post photos and videos from the match or concert before it's all over and everyone has headed home.
Ready in the spring
The "Parken - Connected by 3" partnership will be launched from the turn of the year, and the new network will be ready in Parken during the spring of 2022. The technology company GlobalConnect is a partner in the technical solution and setup of the network in Parken.