Stadium
Stadium is Sweden’s largest sports retail chain, with around 180 stores in Sweden, Finland, and Norway. Founded in 1987, its roots go back to 1974 when Ulf Eklöf acquired Spiralen Sport in Norrköping. The company is owned by the Eklöf family and is headquartered in Norrköping. Stadium aims to inspire people to embrace an active lifestyle. The company offers a wide range of sports equipment, apparel, and footwear for men, women, and children. It features specialty sub-concepts like Stadium Ski and Stadium Plus. Stadium also provides services such as e-commerce platforms, Team Sales for sports
Investing activity
Stadium appears in 1 AI deal tracked by the AI Lounge deals desk, rounds totalling $17M. The rounds are mostly Seed, with a median round size of $17M. The most recent is eComID (Seed, $17M, Aug 2026).
Stadium most often invests alongside Systemiq capital, Alexandra Sack, Alan Mamedi and Filip Ekvall, and the companies it backs on AI Lounge are mostly in AI.
Deals
Frequently asked questions about Stadium
What AI companies has Stadium invested in?
Stadium's AI investments include eComID. The 1 round on AI Lounge are listed on this page with amounts, dates and co-investors.
Where is Stadium based?
Stadium is based in Ostergoetlands laen, Sweden.
What stage does Stadium invest at?
In the rounds tracked on AI Lounge, Stadium has invested at Seed, with a median round of $17M.
Who does Stadium co-invest with?
Stadium's most frequent co-investors on AI Lounge are Systemiq capital (1 deal), Alexandra Sack (1 deal), Alan Mamedi (1 deal), Filip Ekvall (1 deal) and Madeleine Persson (1 deal).
How can founders reach Stadium?
Founders on AI Lounge can see Stadium's contact details in AI Investor Contacts (paid plans), check for a warm introduction through members who worked with the firm under Warm Paths, and add Stadium to their Investor Pipeline to track the conversation.