Tierp Arena

What Tierp Arena does

Tierp Arena AB operates a 180+ hectare multi-purpose motorsport and event venue in central Sweden, approximately 120 km north of Stockholm along the E4 highway. The venue combines a 1,100-meter drag racing strip (ranked among the top 10 globally), a combined gravel-asphalt rallycross track, a 2.51 km asphalt circuit, a modern slip/skid training facility (halkbana), terrain areas for ATV use, an on-site private airport, and 7,500 parking spaces, with capacity for 25,000 seated and 100,000+ standing spectators. It serves as the host venue for the FIA European Drag Racing Championship, the FIM-E European Drag Bike Championship, RallyX Nordic, the Swedish Drifting Championship finals, the KAK Midnattssolsrallyt, and the 2026 SHL Winter Classic, drawing over 100,000 visitors per year from Sweden, Europe, and the USA.

The business operates seven revenue streams: ticketed event admissions (sold via Nortic), venue and track rental, two annual membership clubs (Members Club at 5,500 SEK and ATV Mud Runners Club at 1,250 SEK), on-site and e-commerce merchandise, certified driver education (Risk 1&2, ATV, snowmobile, and racing courses), accommodation (11 hotel rooms, four camping areas, Skolhuset dormitory), and corporate conference and event services across 12 conference rooms with a 500-person Sky Lounge. Pricing is tiered from 149 SEK general admission to multi-thousand-SEK VIP Premium+ packages and 4,995 SEK certification courses. The venue is privately held under Stenhaga Invest ownership since 2016, with Nicklas Karlsson as CEO (VD) and a five-person senior team covering facility operations, training, marketing, sales, and finance.

Tierp Arena's go-to-market is event-driven and partnership-anchored. Major promoter relationships (SpeedEvents, RallyX, MK Tierp), sanctioning bodies (FIA, FIM-E), sports federations (Brynäs IF, KAK), and commercial partners (NeH, Nestlé Professional, Bluewater, Bilkåren) shape the annual calendar. Direct distribution is handled through the company's website and a Swedish phone/email sales team, while ticketing routes through the third-party Nortic platform and merchandise through Dragracingshop.se. Recent strategic activity (2025–2026) has systematically diversified the venue beyond motorsport into ice hockey, civil defense training, regional tourism promotion, and sustainability-led F&B operations.

Name

Tierp Arena

Legal name

Tierp Arena AB

Website

https://tierparena.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Tierp Arena AB operates a 180+ hectare multi-purpose motorsport and event venue in central Sweden, hosting FIA and FIM-E championships, rallycross, drifting, driver education, conferences, and accommodation, serving 100,000+ visitors annually through ticketing, memberships, rentals, and partnerships.

Ownership category

akta.pro rank

Product category

Motorsport Event Venue

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

akta.pro secondary industries

Motorsports Tracks & Racing Facilities (MPAKAEAC), Venue Booking, Ticketing & Event-Day Services (Box Office, Guest Services) (MPAKAEAO), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

Keywords

• Motorsport event venue
• Drag racing facility
• Rallycross track
• Driver education training
• Event hosting services

Headquarters

HQ city

Tierp

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Infrastructure, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Ticket Sales: The primary revenue driver through sales of entry tickets to motorsport events (drag racing, rallycross, drifting, rally), outdoor sports events (SHL Winter Classic), concerts, festivals, and family events. Tickets sold via the Nordict ticket platform.
2. Venue and Track Rental: Renting out racing tracks, the full arena, conference facilities, and event areas to clubs, teams, associations, companies, and private individuals for test sessions, driver training, corporate events, product launches, and private track days.
3. Membership Programs: Annual membership fees from Members Club (banracing enthusiasts, 5 unique driving days) and ATV Mud Runners Club (all-terrain vehicle enthusiasts with exclusive access to special-built tracks up to 2-4 times per month during season).
4. Merchandise Sales: Sale of official merchandise collections such as SpeedEvents' 'The Last Gladiators' merchandise via the Dragracingshop.se webstore and at events.
5. Driver Education Services: Revenue from risk education courses (Risk 1&2), continuing education for professional drivers, ATV licensing courses, snowmobile licensing courses, and racing courses — offered to traffic school students, government agencies, companies, and private individuals.
6. Accommodation Services: On-site hotel rooms (11 rooms: 10 doubles, 1 single), four camping areas (Stripside VIP camping, team camping, general public camping), and the Skolhuset dormitory (up to 30 beds for officials and organizers).
7. Conference and Event Services: Conference packages (full-day, half-day, kickoff), catering, restaurant services, bars, food courts, and activity bookings (racing on FIA tracks, terrain driving, ATV, drifting, rally, team cooking) for corporate clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels9 records

Core offering

Tierp Arena operates a 180+ hectare multi-purpose motorsport and event venue in central Sweden featuring a 1,100-meter drag racing strip (top 10 globally), a rallycross track, and a 2.51 km asphalt circuit. It sells event tickets, rents tracks and facilities for test sessions and corporate events, offers recurring club memberships, runs certified driver education (Risk 1&2, ATV, snowmobile, racing courses), provides conference and accommodation services, and distributes branded merchandise. The venue hosts FIA and FIM-E European championships, the SHL Winter Classic, and signature motorsport and music festivals.

Product overview

Tierp Arena is a multi-purpose motorsport and event venue in central Sweden, operating as a unified platform combining world-class racing facilities, driver training, event hosting, and hospitality services. The core offering centers on a 1,100-meter drag racing track (ranked top 10 globally), a 2.51 km asphalt circuit track, and rallycross facilities, all hosting international championships including FIA European Drag Racing Championship. Adjacent to these racing products, the venue operates a Training Center offering risk/slip driving courses, snowmobile certification, and ATV licensing—catering to both traffic school students and individual learners. The hospitality layer comprises 12 conference rooms, on-site accommodation (hotel and camping), and VIP premium ticket tiers. Two membership clubs (Members Club for circuit racing, ATV Mud Runners Club for terrain enthusiasts) provide recurring customer engagement. Events are ticketed through Nortic integration, with 2026 bringing strategic partnerships with NeH for merchandise/staff identity and Bluewater for sustainable hydration. The venue spans 180+ hectares and accommodates up to 25,000 seated and 100,000+ standing visitors.

Differentiator

Problem solved

Functional benefit

Brands

• Members Club: Exclusive motorsport community offering track days for car enthusiasts with access to exclusive driving events
• ATV Mud Runners Club
• Tierp Arena Training Center
• VIP PREMIUM+

Products and services

• Drag Racing Track 1,100-meter drag racing strip ranked among the top 10 globally and known as Scandinavia's 'Temple of Speed', hosting FIA European Drag Racing Championship and international drag racing events. Available for championship hosting, private test sessions, and event rental.
• Rallycross Track Combined gravel and asphalt rallycross circuit hosting RallyX Nordic, RallyXtreme Weekend, and other rallycross events. Available for championship hosting and rental to event organizers.
• Circuit Racing Track 2.51 km asphalt racetrack used for circuit racing, track days, and driving experiences, hosting STCC and Scandinavia Touring Endurance Championship. Available for championship hosting and rental.
• Track Rental Service Rental of racing tracks and the entire arena for test sessions, training, events, sponsor activities, vehicle product launches, and private track days. Targeted at clubs, teams, associations, companies, and private individuals requiring professional racing facilities.
• Risk Education Training (Riskutbildning 1 & 2) Certified Risk 1 and Risk 2 driver education delivered on Tierp Arena's modern slip/skid course (halkbana) with dual tracks, special surfaces and irrigation. Required for Swedish driver's licenses and offered to traffic school students, government agencies, companies, and private individuals. Courses offered in Swedish, English, Arabic and Serbian.
• Snowmobile License Course (Snöskoter Kurs) 10-hour certification course for snowmobile driver's license, conducted over 2-3 sessions combining theory and a driving test. Includes course material, lunch, and helmet/protective gear loan; uses 2024 Ski-Doo and Lynx snowmobiles. Priced at 4,495 SEK per person including VAT.
• ATV License Course (Terränghjuling) 12-hour certification course over two days for terrain vehicle (ATV) driver's license. Theory takes place in the Tierp Arena education hall; practical driving uses 2024 Can-Am quads. Required for terrain-registered quads for those without a license obtained before 2000. Priced at 4,995 SEK including VAT.
• Conference Facilities and Event Services Conference packages (full-day, half-day, kickoff) supported by 12 conference rooms accommodating up to 250 persons, a Sky Lounge for 500+ with panoramic views, 2 cafés, 4 bars, 7 street food vendors, a beer garden, catering, restaurants, and team-building activities such as racing on FIA tracks, terrain driving, ATV, drifting, rally, and team cooking. Targets corporate clients and event organizers.
• Accommodation Services On-site lodging including 11 hotel rooms (10 doubles, 1 single), four camping areas (Stripside VIP camping, team camping, large public camping, and Skolhuset dormitory with up to 30 beds for officials and organizers). Bookable via phone, email, or Nordict for camping.
• Members Club Annual Membership Annual subscription motorsport community offering 5 unique track days per year for car enthusiasts (sports cars, race cars, racing teams). Includes coffee and fika, optional breakfast and lunch at favorable prices. Limited participants per session; 2024 annual pass 5,500 SEK plus VAT.
• ATV Mud Runners Club Annual Membership Annual subscription providing Sweden's most modern ATV facility members with exclusive access to specially built tracks and driving days 2-4 times monthly during the April-October season. Includes annual membership kit, member discounts at Bohlins, and invitation to annual party. Annual fee 1,250 SEK per member.
• SpeedEvents 'The Last Gladiators' Merchandise Official SpeedEvents merchandise collection 'The Last Gladiators' sold via the dedicated dragracingshop.se webstore and on-site at events. Available globally 24/7.

Quantifiable outcome

• Over 100,000 visitors annually from across Sweden, Europe, and the USA
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Brynäs IFcoreStrategic or Co-development Partner · 16 June 2026Brynäs IF and Tierp Arena partnered to create one of Swedish hockey's largest and most spectacular outdoor events — the SHL Winter Classic — when Brynäs IF hosts Färjestad BK on December 19, 2026. The plan is to host both an SDHL match and an SHL match on the same day under the open sky. The collaboration involves joint event planning, fan zones, partner activations, and entertainment to create a full-day family experience beyond the hockey matches themselves.
• NeH (NeH Svenska AB)coreStrategic or Co-development Partner · 12 May 2026Tierp Arena and NeH entered a long-term strategic partnership to develop next-generation arena and event experiences. The collaboration combines Tierp Arena's position as a leading motorsport and event destination with NeH's expertise in merchandise, event environments, logistics, production, and brand activation. The partnership began with developing a cohesive professional identity for Tierp Arena's staff and event environments, including workwear and branded solutions. The goal is to strengthen both the commercial offering and total visitor experience, with future plans for activations and experience-based solutions.
• Cancerfonden (The Swedish Cancer Society)minorGTM or Marketing Partner · 28 April 2026Tierp Arena partnered with Cancerfonden under the 'Skugglyftet' campaign to raise awareness about cancer and the importance of sun protection. Cancerfonden will be present at selected events, where visitors can meet licensed healthcare staff, ask about symptoms and screening, and receive information about reducing cancer risk. The initiative targets a broad audience, with a particular focus on men who historically have lower cancer awareness and seek medical care less frequently.
• Nestlé ProfessionalcoreGTM or Marketing Partner · 25 March 2026Nestlé Professional and Tierp Arena entered a partnership to create memorable experiences for visitors through food and beverage offerings. The collaboration leverages Tierp Arena's event environment and Nestlé Professional's well-known brands and complete solutions in food and drink, with coffee centered around the Zoégas brand complemented by hot chocolate and brands like KitKat. The partnership aims to enhance the visitor experience year-round, create value across all occasions, and develop sustainable solutions that benefit both visitors and organizers.
• Bilkåren (The Swedish Motorists' Association)minorStrategic or Co-development Partner · 18 March 2026Bilkåren entered a collaboration with Tierp Arena for training voluntary drivers for Sweden's total defense (totalförsvaret). Bilkåren, which is growing with several new government partnerships, needed expanded training capacity. Tierp Arena's 180 hectares with an additional 60 adjacent hectares offer unique opportunities for practical training in both heavy vehicles and SUVs in terrain, including large asphalt surfaces, hills, skid pans, and varied terrain with elevation changes and water obstacles. Training begins Q1 2026 with several sessions April-June, with a goal to expand in 2027.
• Sharebus / HögbergsbussminorChannel Partner/ Reseller/ Distributor · 15 March 2026Tierp Arena partnered with Högbergsbuss and Sharebus, a smart platform enabling shared bus travel to events. Customers can start their own bus trip or join an existing one. When the bus fills up, it departs; if not, money is refunded. The service aims to make travel to Tierp Arena events easier, more affordable, and environmentally friendly.
• BluewaterminorStrategic or Co-development Partner · 23 September 2025Tierp Arena partnered with Swedish water purification and beverage company Bluewater to deliver sustainable hydration solutions at events. An advanced Bluewater hydration station was installed initially, offering ultra-purified water for fans to refill reusable bottles. Some stations will feature digital signage screens showing live event information and environmental updates. The partnership aims to dramatically reduce single-use plastic bottles while providing premium water. Launched at the Swedish Drifting Championship Finals on September 26-27, 2025.
• Gästriklands BesöksnäringsföreningminorStrategic or Co-development Partner · 18 September 2025Tierp Arena entered a strategic collaboration with Gästriklands Besöksnäringsförening (Gävle, Sandviken, Hofors, and Ockelbo) to jointly promote tourism in Uppland and Gästrikland and position Tierp Arena as a leading destination in Northern Central Sweden, especially within the ABC region (Stockholm-Uppsala-Gävle corridor). The collaboration was launched at the SM Drifting Finals and music festival on September 26-27, 2025, with a joint media campaign and mobile tourist office on-site.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Goodwood Motor Circuit / Goodwood Estate: Iconic British motorsport and event venue hosting Festival of Speed, Revival, and member events, alongside motorsport circuit operations and estate-wide hospitality. A broader incumbent with a more diversified luxury/event portfolio but overlapping motorsport hosting and membership model.
• Nürburgring: Germany's most famous motorsport complex, operating Nordschleife and GP circuit alongside a theme park, hotel, and event venues. Comparable as a multi-purpose motorsport and event destination with on-site hospitality and training facilities.
• Hockenheimring: Historic German motorsport circuit hosting Formula 1, DTM, and major international events, with adjacent event and conference operations. Comparable as a major European motorsport venue with significant spectator capacity and event-day hospitality.

Direct peers

• Mantorp Park: Swedish motorsport circuit and event venue located in Motala, hosting car and motorcycle racing, track days, and corporate events. Most direct domestic competitor with overlapping circuit racing, track-day, and conference offerings.
• Santa Pod Raceway: The UK's premier drag racing venue and one of the fastest in Europe, hosting FIA and FIM-E European championships. Directly comparable as a top-tier European drag strip operator with similar event programming, ticketing model, and motorsport championship hosting.
• Ring Knutstorp: Swedish motorsport circuit in Skåne hosting STCC, track days, and corporate driving events. Directly comparable regional motorsport venue competing for Swedish track-day and corporate event customers.

Emerging players

• Lydden Hill Race Circuit: UK rallycross and motorsport circuit near Dover hosting British and European rallycross championships. Directly relevant given Tierp's rallycross track and RallyX Nordic hosting, though smaller in scale.
• Scandinavian TouringCar Championship (STCC) / Promo AB: Promotion organization for the Scandinavian Touring Car Championship, which uses Tierp Arena's asphalt circuit as one of its venues. Directly tied as a customer/supplier peer in the Nordic circuit-racing value chain.

Regional players

• Anderstorp Racing Academy (Anderstorp Raceway): Historic Swedish motorsport circuit in Anderstorp that has hosted Formula 1 and currently focuses on track days, club racing, and driver training. Comparable in domestic Swedish motorsport ecosystem and driver education offering.
• Mosten Raceway: Danish motorsport venue hosting drag racing, drifting, and rallycross events. Closest Scandinavian drag racing peer to Tierp Arena and competing for Nordic motorsport championships and visitor traffic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TierpArena
• Facebookfacebook.com/tierparena
• LinkedInlinkedin.com/company/tierp-arena-ab
• Instagraminstagram.com/tierparena
• TikToktiktok.com/@tierp.arena.ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Tierp Arena