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​Löfbergs chosen as the official coffee partner of the UROS LIVE arena

Press release -

​Löfbergs chosen as the official coffee partner of the UROS LIVE arena

UROS LIVE has signed a coffee partnership agreement with Löfbergs, meaning that both hot and cold Löfbergs coffee products will be sold at the arena that will open in Tampere, Finland, in late 2021. The multipurpose arena with up to 15,000 seats will be one of the world’s most modern venues. The arena will host a wide variety of events from concerts and conferences to world-class ice hockey. UROS LIVE will be the home arena for two ice hockey teams in the top Finnish league: Tappara and Ilves. The 2022 Ice Hockey Worlds Championships will also be held at the arena.

UROS LIVE is located in the heart of the city with great transport connections. Food and drink will play a central role in the arena experience and some restaurants will be open every day even outside organised events. This means that the arena will also act as a living room and meeting place for city residents. The Finnish restaurant company NoHo Partners has exclusive rights to all restaurant operations at the arena.

“We selected Löfbergs as our partner due to their extensive experience in arena operations, excellent selection of coffee products and commitment to responsible operation that goes hand in hand with UROS LIVE values,” explains arena CEO Marko Hurme.

“Strong experiences require strong coffee. Cooperation with UROS LIVE and NoHo Partners is a vital part of Löfbergs’ continuous expansion and growth in Finland. Finnish consumers and restaurant visitors have embraced the delicious taste of Löfbergs’ dark roast coffee. Through our cooperation, we wish to strengthen the connection between positive experiences and good coffee – hot or cold,” says Leif Sjöblom, Country Manager OOH Finland.

Strong coffee and strong growth
Löfbergs has increased its sales in Finland in recent years. Löfbergs has positioned itself on the market with dark roast coffee which has proved to be a success. Although the Finnish coffee segment has generally been very stable, the sales of dark roast coffee have increased around 30% each year.

“Our investment in the arena sector, such as our cooperation with UROS LIVE, is an important part of the Löfbergs strategy of increasing the visibility of the company among Finns, one of the heaviest coffee drinkers in the world,” Sjöblom sums up.

Further information:
Leif Sjöblom, Country Manager OOH Finland, Löfbergs,, tel. +46 70 248 8467
Marko Hurme, CEO, UROS LIVE,, tel. +358 40 552 3823
Rauli Kamppinen,Restaurant Group Director, NOHO Partners,, tel. +358 40 728 8198


UROS LIVE will be the first European multipurpose arena to be located right in the heart of the city. The sports, entertainment and conference operations at UROS LIVE will be provided by leading Finnish operators. Lapland Hotels is our main hotel operator and the restaurant services are provided by NoHo Partners, Hartwall, RedBull and Löfbergs. The Veikkaus Casino will act as the flagship of entertainment. Furthermore, the home games of Tappara and Ilves will form a major part of the events. Tickets for all events are sold by Lippupiste. UROS LIVE will be completed in late 2021 and house up to 15,000 spectators. UROS LIVE is owned by LähiTapiola, OP, Ilmarinen, SRV and the City of Tampere.


The coffee roaster Löfbergs is a Swedish Family Business founded in 1906. We are 350 coffee lovers operating in Northern Europe and Canada, sharing the passion for taste, trends and sustainability. We have a turnover of SEK 1.9 billion and is one of the world's largest purchasers of organic and Fairtrade-labeled coffee. Löfbergs is a part of the Löfbergs group who also owns the brands Crema, Green Cup, Kobbs, Percol, Peter Larsen Kaffe and SuperBonobo. Website

Press contacts

Anders Thorén

Anders Thorén

Press contact Media Relations Manager +46 703 55 64 22

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