Strawberry Arena is the home arena for both the Swedish men's national football team and the men's team in AIK Football. In the last two years alone, the arena has hosted world artists such as Taylor Swift, Beyoncé, Lady Gaga and The Rolling Stones and in the coming weeks Bruce Springsteen And The E Street Band, Pink and Morgan Wallen will take to the stage. In addition, Strawberry Arena is a destination for events such as Techarenan, eCarExpo and the Sweden International Horse Show.

Arenastaden includes up to today roughly 30,000 workplaces and around 5,000 residents, and Fabege states that they are only halfway through the urban development for the area. The subway's green line from Odenplan to Arenastaden will begin service in 2028.

Strawberry is also changing the name of the hotel directly adjacent to the arena, from Quality Hotel Friends to Quality Hotel Strawberry Arena.

"Having the opportunity to become a name partner to the Nordic region's largest arena for year-round events gives us another opportunity to be involved and drive positive development in society. The hospitality industry contributes hundreds of thousands of jobs, billions in revenue to business and is a natural way to integrate marginalized people into working life. What makes the hospitality industry unique are the people who work in it, the guests who take part in experiences and the feelings this creates", says Petter Stordalen, founder of Strawberry.