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This is Stadium

Stadium is Sweden’s largest sports chain with approximately 173 stores in Sweden, Finland and Germany.

The Stadium group currently comprises Stadium AB, which is the parent company, and ten subsidiaries. The concepts Stadium, Stadium Outlet and Sneakers Point all belong to this group. The activities cover Sweden, Finland and Germany and sales are via physical stores and online for all concepts.

Stadium was the original concept and now also includes a variety of specialist stores such as Stadium Ski (alpine and cross-country skiing), Stadium Pulse (exercise and running gear) and Stadium Plus stores (offering a wider range in big cities). Stadium Outlet offers lower prices on their sports equipment and fashion goods. Sneakers Point is a new concept that was launched in spring 2018, focusing on sneaker sales. The concept also features a limited range of clothing.

Stadium also arranges summer sports camps (Stadium Sports Camp) for children and young people. These activities are run through an SVB company (i.e. an enterprise with a special profit limit) and all profit goes back to the sports associations. Stadium Sports Camps are held in Norrköping and Halmstad.

There are a total of 173 stores and the head office is located in Norrköping. The Stadium concept can be found in Sweden (88 + 3 Ski), Finland (29 + 1 Ski) and Germany (3). Stadium Outlet operates in Sweden (37) and Finland (11). Sneakers Point (3) operates in Sweden only.

Stadium is owned by the Eklöf family (73 %) and by Ikano (27 %). Beginning in April 2019, the Eklöf family will own 100 % of the company.


Our mission
"Our mission is to inspire an active lifestyle"

There is a winner inside everyone and it’s the winner in you we want to communicate with, whether you like top-level action and love to compete or enjoy long, brisk walks. We want to continually inspire more and more people to live an active life. This is Stadium’s mission!

Our business concept
“Modern, functional sports and sportswear at the best price”

We invite you to visit to our stores, where we will help you to choose the right product at the right price. It's our way of letting you know that you’re important to us.

Join the movement