BK Häcken's Home Ground Renamed Nordic Wellness Arena in Major Naming Rights Deal

BK Häcken's home stadium in Hisingen, Göteborg, will be renamed Nordic Wellness arena starting January 1, 2024. This marks the first name change since the arena opened in 2015 under the name Bravida arena. The venue, built on the site of the historic Rambergsvallen which existed since 1935, currently has a spectator capacity of 6,300 and hosts both the men's and women's teams of BK Häcken.

The renaming accompanies a new lucrative naming rights agreement reportedly worth around 30 million kronor over ten years. This deal significantly expands the club’s previous partnership with Nordic Wellness, a gym chain that has collaborated with BK Häcken since 1997. The previous naming rights deal with Bravida was valued at 12.5 million kronor over a decade. The new contract, initially set for five years with the option to extend by another five years, allows BK Häcken to earn considerably more from the arena’s naming rights due to enhanced visibility and demand.

BK Häcken's CEO Marcus Jodin expressed enthusiasm about the deeper partnership highlighting the clubs' mutual commitment to improving community health and well-being. In addition to the naming rights deal, there are plans to expand the arena's capacity to around 12,000 spectators. This expansion aims to meet UEFA standards for European league matches, supporting BK Häcken’s ambitions for growth both on and off the field.

This development signifies a major step forward for BK Häcken, reflecting strong commercial growth and long-term strategic planning for the club’s infrastructure and community engagement.