Go hockey bar

Frölunda HC has a strong supporter base and a clear focus: home games are meant to be experienced live at Scandinavium. At the same time, there is a need to activate away games in a way that strengthens community while creating value for the club’s local partners. Ahead of the season, Frölunda approached Dragster with an idea to activate bars across the city during away games. The assignment was to refine that idea into a clear, recognizable concept – one that makes it easy for supporters to know where to watch the game together, while creating a relevant and attractive context for Frölunda’s partner network.

Dragster’s role was to take Frölunda’s initial idea and turn it into something focused, coherent and easy to communicate. The result was Go Hockey Bar – a concept that clearly points out selected bars where supporters can gather and watch away games together.

The work included:
Concept development and naming
A visual identity aligned with Frölunda’s brand
A consistent way of communicating where the game is shown


The focus was on simplicity, recognition and proximity – creating a concept that feels natural for supporters and valuable for partners, without competing with the live arena experience of home games.

With Go Hockey Bar, away games became more than just a match on a screen.

The concept made it easy for supporters to find the right place, meet up and share the experience together, while giving Frölunda’s bar partners a clear and meaningful framework for activation.

The project shows how a well-defined concept, rooted in local culture and supporter behavior, can create value for multiple stakeholders – and how clear ideas can strengthen a strong brand far beyond the arena.