Friends Arena / AIK

Solna, Sweden

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Comperio Research was contracted by Sweden Arena Management to undertake a feasibility study to estimate the demand for corporate boxes and premium seats for the Swedbank Arena, the new national stadium now called Friends Arena, in Solna.

In 2007, Comperio Research was contracted by Sweden Arena Management to undertake a feasibility study to estimate the demand for corporate boxes and premium seats for the Swedbank Arena, the new national stadium now called Friends Arena, in Solna. The objective was to assess how to maximise revenues from the stadium’s premium seating and corporate box programme.

Both phase 1 (product testing) and phase 2 (demand estimation) of the research included significant levels of primary research, in order to assess demand for seat packages using the original stadium seating plan.  An additional phase was conducted to recalculate premium seat and corporate box revenues to take into account a change in seating configuration.

One of the largest club teams in Sweden, Allmänna Idrottsklubben (AIK), then appointed Comperio Research to conduct a conjoint analysis study prior to their move to the Friends Arena. The research investigated and measured the preference for different packages within the current AIK customer base.

The output of the conjoint research was the estimation of the share of preference of the market for a set of proposed packages and the measurement of the trade-offs for each possible combination. A sales simulator model was then built around these market indicators and used to design the optimal packages to drive sales.

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The Leading Stadium Research Company

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"Comperio Research’s sophisticated processes and track record means our output is trusted by providers of financing and is often fundamental in securing the necessary funds for a project"
Richard Cheesman,
Managing Director
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"A vital part of our output is input into the design and concept of a new stadium – creating the best stakeholder experience and hence the maximum revenues"
Steve Moore,
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"We combine several cutting-edge research processes into a tried and tested methodology to deliver accurate projections of the potential of a stadium"
Kamrul Zaman,
Associate Research Director
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"Each market is different and it is only through being truly immersed in a local market that we can use our international expertise to deliver the ideal venue for each market"
Samin Macdonald,
Associate Project Director

About Comperio Research

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Comperio Research is a specialist stadium research organisation that has developed the market leading expertise in customer research in this sector, applying the most sophisticated consumer research techniques in a unique approach to the stadium sector to create revenue forecasts that form the centrepiece of a stadium business plan. The research output is crucial to developing the optimal stadium capacity, configuration and product mix, as well as the creation of a bespoke targeted sales and marketing programme.

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