Live Nation Sweden has appointed Patrick Fredriksson as its new director of partnerships.

The co-founder of Swedish promoter Luger will be responsible for all Live Nation and Luger partnerships across their concerts, festivals and artists in Sweden. Luger is a wholly-owned subsidiary of Live Nation.

Fredriksson’s new position means he will be responsible for business development and building creative partnerships around Luger’s portfolio of events, which includes festivals such as Way Out West and Åre Sessions.

“There are few people with as much experience of our industry as Patrick,” said Therése Liljedahl, the newly-appointed chief executive of Live Nation Sweden.

“With Way Out West, he has shown the way and set a new standard for how to deliver commercial partnerships around events in a modern and creative manner.

“I am also very happy and proud that, with Patrick’s new role, we finally have a partnership department for all our joint operations [Live Nation and Luger].

Fredriksson said: “How we create and develop partnerships and events is something I’m passionate about, and being more involved in these projects will be very exciting.

“Creative and thoughtful partnerships are hugely important for us and our partners – and equally important to our visitors.”

Fredriksson last month joined the board of directors of Swedish promoters’ association Svensk Live.

Image: Nicolas Raymond