König Jerlmyr (M) about Avicii arena: "More and more cities are working with values"

The new name Avicii arena, after the artist Tim Avicii Bergling, has been initiated by Stockholm live, which in turn is owned by the American company ASM Global, which operates over 300 arenas on five continents.

The collaboration involves the Tim Bergling foundation as well as an insurance company and a DIY store that is responsible for the sponsorship money.

Stockholm live rents Avicii arena from the city of Stockholm, which is why the name change must also be approved by the city of Stockholm.

- When we heard about switching from Ericsson globe to Avicii arena, we were extremely positive.

It sends a signal that we take this issue seriously and that we want to reduce the stigma surrounding mental illness among young people, says Anna König Jerlmyr.

"Fewer are religious today"

Friends arena in Solna is named after an anti-bullying organization and Avicii arena will work against mental illness.

But in both cases, the other company is responsible for the sponsorship.

Are arenas named after banks and telecom companies a thing of the past?

- Yes, I think that more and more cities are working with values, says Anna König Jerlmyr and continues:

- When fewer and fewer are religious today, you need a purpose in your life and many want to do good and contribute to a better world and help others.

Then I think it is time that with this type of sponsorship you can contribute to a collaboration and in this case raise issues of mental illness among young people.

Many may wonder what the sponsoring companies get out of the collaboration as they are not included in the arena's title.

But König Jerlmyr believes that commercial actors reason about in much the same way as the city of Stockholm.

- Many companies choose to sponsor good causes, it is in their business strategy.

That you want to promote and influence your surroundings and your city in a positive way.

"Name means something"

According to König Jerlmyr, it is especially important to raise the issue this year, as many young people felt worse about schools being closed during the pandemic.

Anna König Jerlmyr does not know whether the Globen metro station will also change its name to Avicii arena, but thinks that the names of buildings and places are important.

- It is clear that name means something and we have a whole name preparation in Stockholm that looks at streets and places where you go through who should be allowed to name which place.

It is a very solid job.