cool to care partners

Why is the football stadium called Project Liv Arena?

Project Liv ry was founded in Jakobstad in 2014, after the young footballer Todde Friberg was diagnosed with leukaemia. His mother, Nina Brännkärr-Friberg, recognised the need to support children with long-term illnesses and their families. From the very beginning, the Jaro football team played a key role.

Today, the association has helped thousands of families with children and brought more joy and security to their everyday lives.

‘It feels significant that a football stadium bears the name Project Liv Arena – and yet it feels entirely natural. Here, many get to feel like heroes: not just the players, but also the children fighting off the pitch. Their victories aren’t reflected in goal statistics, but are counted in every breath, every step, every day. Through the name, we pay tribute to them all,’ says Nina.

Project Liv ry uses the motto ‘It’s cool to care’ – caring for others is something to be proud of. That is why partners are also referred to as ‘Cool To Care’ partners.

Thanks to their commitment, the stadium company behind Project Liv Arena was able to donate the name to the association. We are proud to be the first arena in Finland to bear the name of a charity and to give its important work national visibility. Every year, the organisation is supported with 1 per cent of Jeppis Stadion Ab’s turnover – a symbolic but significant contribution.

You too can make a difference – become a supporting member of Project Liv ry.

It’s Cool to Care!

The Cool to Care partnership is a long-term arrangement between the companies and the stadium operator Jeppis Stadion Ab. This form of collaboration makes it possible, for example, to keep future rental costs at a reasonable level and to make the stadium accessible to as many people as possible, regardless of age, gender or ability.

As a company, we feel it is important and worthwhile to be involved in promoting welfare and well-being in our local community. When Project Liv came along, it was easy for us to say, “Yes! We want to be part of this.”
Roland Snellman
CEO, Snellman Meat Processing

The approach behind Project Liv Arena feels just right. The concept of ‘together’ is a cornerstone of Herrfors’ corporate culture, and here, together with other companies, we are creating the momentum to achieve something big and important for our region.
Roger Holm
CEO, Herrfors

Mirka strives to support local clubs, sport and culture in the communities where we operate. Project Liv Arena brings all of this together, and we are proud to be Cool to Care partners with Project Liv.
Stefan Sjöberg
CEO, Mirka

Our bank wants to play its part in building a sustainable future alongside other organisations in our region, and we are therefore delighted to be a Cool to Care partner in Project Liv Arena.
Agneta Ström-Hakala
CEO, Andelsbanken Botnia

JNT has its roots in the Jakobstad region, and we are committed to the region’s long-term well-being. Being part of Project Liv Arena feels meaningful. It is a collaboration between businesses and the voluntary sector that fosters well-being and vitality on many levels and benefits the entire region.
Maria Höglund
CEO, JNT

As a Cool to Care partner, we would like to highlight the fantastic work that Project Liv does for children with long-term illnesses. Through this collaboration between businesses and the voluntary sector, we are promoting well-being and vitality on many levels, which benefits the whole region.
Frank Mäenpää
Hilltip