Stadium

Name

Stadium

Legal name

Stadium Oy

Website

https://stadium.fi

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Stadium Oy is a Nordic multi-channel sports retailer selling apparel, footwear, and equipment through physical stores, e-commerce, an outlet, B2B team sales, and a Mirakl-powered marketplace, serving individual consumers and sports clubs across Finland and Sweden.

Ownership category

akta.pro rank

Product category

Sports Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Team & School Athletic Uniforms Retail (CRAMACAJ)

Keywords

• Sports apparel retail
• Athletic footwear sales
• Sporting equipment retail
• Team uniform supply
• Sports marketplace platform

Headquarters

HQ city

Espoo

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: Revenue generated from selling sports apparel, footwear, and equipment through physical stores and e-commerce platform stadium.fi. Products span categories including running, football, golf, training, outdoor, cycling, skiing, and team sports for women, men, and children.
2. Marketplace Commission: Revenue from third-party sellers operating on Stadium's Mirakl-powered marketplace platform. Sellers like Adidas offer products through Stadium's digital storefront, with Stadium earning commission on transactions.
3. B2B Team Sales: Dedicated B2B channel through stadiumteamsales.fi serving sports clubs and organizations with team apparel and equipment procurement.
4. Stadium Member Loyalty Program: Points-based loyalty program where members earn 1 point per euro spent at Stadium and 0.5 points per euro at Stadium Outlet. Points can be redeemed for bonus rewards ranging from €5 to €20 based on accumulation tiers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Stadium sells sports apparel, footwear, and sporting equipment through physical retail stores, the e-commerce platform stadium.fi, the Stadium Outlet discount channel, the B2B Stadium Team Sales portal, and a Mirakl-powered marketplace where third-party sellers list products. The assortment spans running, football, golf, training, outdoor, cycling, skiing, swimming, and team sports categories for women, men, and children, with a Stadium Member loyalty program layered across channels.

Product overview

Stadium is a Nordic sports retailer operating a unified e-commerce platform (stadium.fi) complemented by Stadium Outlet for discounted merchandise and Stadium Team Sales for B2C team purchases. The core platform offers an extensive range of sports apparel, footwear, and sporting equipment across categories including running, football, training, golf, outdoor, cycling, and more, featuring brands such as Adidas, Peak Performance, Nike, Puma, Under Armour, and Reebok. The company operates a loyalty program (Stadium Member) with associated MyStadium dashboard, and has recently developed a Mirakl-powered marketplace to enable third-party sustainable sellers. Stadium also operates Stadium Foundation for youth sports support.

Differentiator

Problem solved

Functional benefit

Products and services

• Stadium Online Retail Store (stadium.fi) Primary e-commerce platform (stadium.fi) offering sports apparel, footwear, and equipment for women, men, and children across running, football, golf, training, outdoor, cycling, skiing, swimming, and team sports categories, with free shipping on orders over €49.
• Stadium Outlet Separate e-commerce channel (stadiumoutlet.fi) selling discounted and clearance sports apparel, footwear, and equipment at reduced pricing for value-oriented Nordic consumers.
• Stadium Team Sales (B2B) Dedicated B2B sales portal (stadiumteamsales.fi) for sports clubs and organizations to procure team apparel, club kits, and sports equipment in bulk, complemented by the 'Tue seuraasi' (Support your club) program returning 3% of member spend to the affiliated club.
• Stadium Member Loyalty Program Free Stadium Member loyalty program with points accumulation, tiered bonus reward redemptions, exclusive Member Deals, and access to the MyStadium dashboard for tracking purchases, order status, receipts, wishlists, missions, badges, and Community Coins; designed to drive repeat purchase and lifetime value across Stadium channels.
• Mirakl-powered Marketplace Third-party seller marketplace built on Mirakl technology that allows external brands to list products, including sustainable offerings tagged with a green heart icon, on Stadium's digital storefront, with Stadium earning commission on resulting transactions.
• Stadium Physical Retail Stores Chain of physical Stadium retail stores across Finland providing in-store shopping for the full sports apparel, footwear, and equipment assortment, complementing the e-commerce and marketplace channels as part of an omni-channel distribution model.

Quantifiable outcome

• Goal to reduce climate impact by 50% by 2025
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• MiraklcoreTechnology or IntegrationMirakl provides the marketplace platform powering Stadium's e-commerce operations, enabling third-party sellers to offer products through Stadium's digital storefront. Stadium pioneered sports retail media in the Nordic region through this partnership, allowing sellers to mark sustainable products with green heart icons.
• AdidasminorChannel Partner/ Reseller/ DistributorAdidas operates as a third-party seller on Stadium's Mirakl-powered marketplace, utilizing the green heart sustainable product marking feature to highlight environmentally conscious product offerings.
• H&MminorStrategic or Co-development PartnerStadium and H&M discussed marketplace and dropship sustainability practices during a joint webinar hosted by Mirakl and Accenture, sharing best practices for sustainable e-commerce models.
• AccentureminorImplementation/ SI/ Consulting PartnerAccenture co-hosted a webinar with Mirakl where Stadium and H&M discussed sustainability practices, showcasing re-commerce models and the second-hand apparel market projected to reach $350 billion by 2028.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Intersport: Global multi-brand sporting goods retailer with a strong franchise and owned-store presence across Europe, including Finland. Closely comparable assortment, pricing positioning and B2C store-and-online model.
• Decathlon: World's largest sporting goods retailer operating extensive own-store and online footprints in the Nordics. Competes with Stadium across essentially the same sports categories with a deeper private-label assortment.
• XXL ASA: Nordic multi-brand sport retailer with stores and e-commerce in Norway, Sweden, Finland and Denmark. Overlapping assortment, omni-channel model and similar middle-market price positioning.
• Sportamore: Sweden-headquartered online sporting goods retailer serving Finland and the wider Nordics. Directly comparable category breadth and digital-first competition for Stadium's e-commerce share.
• Sport1 (Intersport Finland): Finnish multi-brand sport retail chain under the Intersport banner. Operates physical stores and online in the same cities as Stadium, competing for the same domestic consumer.

Broad incumbents

• Foot Locker: Global athletic footwear and apparel retailer with European and Nordic presence. Overlaps with Stadium on athletic footwear and brand-led sport apparel, but focused on footwear rather than full multi-category sport equipment.
• JD Sports: Large athletic-fashion retailer with growing Nordic footprint via digital channels. Competes with Stadium for youth and sneaker culture demand across running and lifestyle sport apparel.
• Zalando: Europe's largest fashion and lifestyle e-commerce platform with a growing sportswear assortment. Competes with Stadium for online share across athleisure and performance sport apparel in Finland and Sweden.

Emerging players

• Nike Direct: Brand-as-retailer channel that competes with Stadium by selling Nike product direct to consumers across the Nordics. Partial overlap—Stadium is also a multi-brand partner—but Nike DTC is increasingly an alternative to wholesale.
• Adidas Direct: Own DTC platform and marketplace presence for a brand that is simultaneously one of Stadium's key suppliers (via Mirakl marketplace) and a competitor for end-consumer sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/StadiumFi
• Facebookfacebook.com/stadium.finland
• Instagraminstagram.com/stadiumfinland
• Xx.com/stadiumfi

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stadium