Swedbank was the name sponsor of the Arena from 2007 until March 2012 when it donated the name to Friends, a non-profit organization with the vision of achieving zero victims of bullying.

Since 2006 Swedbank has been Friends’ major sponsor. This means that our event owners and partners can add a social dimension to their commitment to us.

Swedbank have relationships with about 7.3 million private customers and about 547,000 corporate customers. This makes them the bank in Sweden with the most customers.


Friends is a non-profit organization, dedicated to the prevention of bullying. Its vision is to see young children and adolescents grow up in a safe and secure society where all are treated equally. Friends educate and support schools, pre-schools and sports clubs throughout Sweden.

The idea of ​​giving the naming rights to Friends was that the National Arena would become a physical manifestation against bullying, and be a symbol of the obvious: no child should be subjected to bullying and discrimination.