An era has ended.
After more than 60 years, the Löfbergs are disappearing from Färjestad shirts.
– We can’t force anyone to join, says Niklas Ericsson, sales manager of the SHL club, to Värmland’s Folkblad.
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Färjestad “swamps” its own brand of coffee.
Local newspaper Värmland Folkblad revealed that the new jersey introduced on Wednesday will be without the purple crest.
– There’s not much to say, they made a decision and we can’t force anyone to join, so we don’t work. It’s a mutual give and take with our partners, says Niklas Ericsson, Sales Director at Färjestad.
“accept the decision”
The Löfbergs have been a shirt sponsor for Färjestad for over 60 years, except for a short period in the 1980s when the company instead sponsored Djurgården for one season.
– It is clear that they were and still are an important company and a brand that we are very attached to. We would have liked to see them stay, otherwise I’d be a liar. But they have made a decision on how they want to market themselves and we accept that, says Niklas Ericsson.
The arena can change its name
The Löfbergs coffee company is still in agreement with Färjestad through the naming rights to the Löfbergs yard.
This agreement expires in 2028.
– Obviously, the conversation about the name of the arena definitely needs to start in time before the current agreement expires, says Niklas Ericsson.