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Smart innovations will enhance the ArenA visitor experience

The Johan Cruijff ArenA, in collaboration with Ajax and the KNVB, is developing innovative new services for visitors. Smart innovations should enhance the visitor experience by, for instance, providing exclusive content for events, showing visitors the shortest lines in the stadium and pointing to the fastest route to a seat. The ArenA is challenging companies to register their innovative stadium solutions for selection in the Change the Game program. The most appealing, state-of-the-art concepts will be tested in the ArenA and offered to visitors from 2019 onwards.


The ArenA wants visitors to be able to have the best, most intense enjoyment of a match or event, even at a distance. Ideas for innovations could be for custom information on an event, ticket sales, carefree travel, or activities before and after a match. Or for a virtual environment during an event that allows visitors to share their experiences.


The Dutch national football team plays some of its matches in the ArenA and so the KNVB wants visitors to have a top night out during EURO 2020. But the knowledge gained in the Change the Game program will also benefit other football clubs in the Netherlands.




Besides benefiting visitors, these enhancements could also provide more efficient and profitable business management, such as optimum seat occupancy, and faster customer service and crowd management support. The selected solutions will be implemented in a field lab with the various partners in 2019 and 2020 and further developed in the ArenA.


Change the Game is an initiative by Johan Cruijff ArenA, Media Perspectives, Hogeschool van Amsterdam and TNO co-funded by the European Fund for Regional Development. This program is powered by innovation partner KMPG. Innovation parties are invited to register at, entries close March 31, 2019.



About the Johan Cruijff ArenA

The Johan Cruijff ArenA is the national football stadium of the Netherlands, home to Ajax and the stadium for the Dutch team. It also offers multifunctional accommodation for large-scale, national and international music and dance events as well as meetings on a smaller scale in (mainly) the business segment, which has been used for the European Sports Analytics & Technology Conference the past two years. These activities take place in close collaboration with various partners. High-quality services, state-of-the-art facilities, safety and optimal public perception are the most important strategic pillars.

The Johan Cruijff ArenA is one of the most sustainable stadiums in the world and is internationally regarded as a role model and advisor for modern stadium construction and exploitation. The Amsterdam Innovation Arena acts as a living lab for innovative concepts for stadium management and event experience.


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