Overview
Stadium is Sweden's largest sports and sports fashion retailer, with around 200 stores in Sweden, Finland and Norway and online shops serving Sweden, Finland, Norway and Denmark. It also runs a marketplace where selected brands and sellers can sell directly to Stadium's customers. For a sports, outdoor or active lifestyle brand, Stadium is one of the strongest routes into the Nordic sports market.
Who is behind Stadium
Stadium was founded in 1974 and celebrated its 50th anniversary in 2024. It is a family-owned company, owned by the Eklöf family. In its 2024/2025 financial year it had 201 stores and 4,116 employees across Sweden, Finland and Norway. Stadium runs several concepts: Stadium stores, Stadium Outlet, Stadium Rental for renting sports equipment, and Stadium Sports Camp, which has activated more than 100,000 children and young people since 1995.
Stores and online
In Sweden, Stadium has 81 Stadium stores, 56 Stadium Outlet stores and two Stadium Rental stores. In Finland it has 32 Stadium stores and 20 outlets, and in Norway ten Stadium Outlet stores. Its online shops serve all four Nordic countries, and Stadium keeps opening new stores and testing new store formats. Its vision is to "activate the world", and it partners with sports organisations and events such as Göteborgsvarvet, the world's largest half marathon.
The Stadium marketplace
Stadium's marketplace runs on Mirakl and covers Sweden, Finland, Denmark and Norway from one seller account. A brand considering the Stadium marketplace should know the following:
- Selected sellers. Stadium chooses the brands and sellers on its marketplace.
- Nordic product content for each country, with Stadium's own category structure.
- Image requirements, including product images on transparent backgrounds.
- Variant grouping, so sizes and colours appear under one product.
- Pricing in local currencies for each Nordic market.
- Advertising. Sellers can promote their products with Stadium's marketplace ads.
Why Stadium matters for brands
Stadium is a trusted name for sports shoppers in the Nordics, with a large store network and a growing online business. Its marketplace gives sports brands access to those shoppers in four countries through one channel.
How eBrands looks at Stadium
eBrands sells on the Stadium marketplace and, with our home base in Helsinki, follows Nordic sports retail closely. If you have a sports or outdoor brand and want to see how Stadium could sit alongside the channels you already use, we are happy to talk it through.
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