AEG in Sweden: Supporting Elite Clubs and Expanding Fan Engagement

AEG’s presence in Sweden is anchored by its partnerships with two of Stockholm’s most prominent and culturally significant sports clubs, Djurgården and Hammarby Fotboll. Together, they represent the breadth and passion of the Swedish sports market - from Djurgården’s historic success in ice hockey to Hammarby’s position as one of the most widely supported football clubs in the Nordic region.

Through these relationships, AEG supports both organisations across commercial strategy, venue development, and long-term growth, helping to strengthen their competitive standing while enhancing the overall fan experience. This dual presence reflects AEG’s ability to operate across multiple sports and audiences, contributing to one of Europe’s most engaged and fast-evolving live sports environments, further supported by AXS, AEG’s technology and ticketing platform through seamless ticketing and fan access.