Scandic Hotels x ATEK Sports
Turning Scandic Continental into a football destination
During the summer’s major football tournament, Scandic Hotels launched Fotbollens Hemmaplan at Scandic Continental in central Stockholm — a destination where fans could come together to watch the games. The activation combined live football, hospitality, community events, athlete and creator engagement, and a dedicated EA SPORTS Game Zone.
ATEK Sports was brought in to help create awareness, attract the right audience and build an atmosphere people wanted to be part of and share.
The Challenge
Scandic Hotels had the venue, hospitality and football concept.
The challenge was to turn Fotbollens Hemmaplan into a destination people actively wanted to visit, experience and share — while creating relevant visibility around the tournament.
What ATEK Sports Delivered
Across four selected Hero Activations, ATEK Sports supported:
Targeted guest lists and VIP invitations
Activation of the EA SPORTS Game Zone together with Scandic and EA SPORTS
Athlete, creator and profile outreach
Community distribution through ATEK Sports Club
Event registrations and audience acquisition
Paid social campaigns
Photography and event content
Organic social amplification
On-site hosting and guest experience
The focus was on bringing together athletes, creators, entrepreneurs and sports communities to drive both attendance and visibility.
The Result
Across the four activations:
129 Attended athletes, creators and profiles
4.9M+ Combined audience across attending profiles
350+ Organic shares from attending profiles
4 Hero activations
Paid social to extend reach and drive awareness around the Hero Activations
During the summer period 2026, Scandic Continental also recorded strong commercial growth compared with the same period in 2025:
+18.9% total sales
+33.6% number of checks
+85.7% outdoor bar sales
+20.8% sales after 5 PM
“A fantastic collaboration from start to finish at Fotbollens Hemmaplan. ATEK Sports delivered a strong creator line-up, seamless on-site execution and great organic & paid reach, resulting in a packed event and a highly successful activation. Professional, creative and incredibly easy to work with. Highly recommend.”
The Impact
By combining Scandic Hotels’s venue and hospitality with ATEK Sports network, community and activation capabilities, Fotbollens Hemmaplan generated value both inside and outside the venue.
More visitors. More visibility. More relevant audiences. And measurable commercial growth.
“We’re incredibly proud of what we created together with Scandic. They gave us the trust to build something that went beyond traditional match screenings and bring together football, community and hospitality in one place. Scandic was a fantastic partner throughout the project, and the results show the potential of creating sports experiences that deliver both brand value and commercial impact.”
