February 01, 2019 | Johan Cruijff ArenA, 1100 DL Amsterdam, Netherlands

Conference Day Two: Wednesday, 22 May 2019

9:10 am - 9:20 am Day One Wrap-Up, Day Two Rev-Up!


The major concern of a stadium owner and operator is how to ensure the stadium is generating revenue besides the major events being held. It is crucial to highlight the importance of legacy and sustainability on non-event days for the stadium.

9:20 am - 9:40 am FUTURISTIC OUTLOOK: What’s Next For The World Of Stadiums?

Collette Roche - Chief Operating Officer, Manchester United Football Club
  • Stadiums for legacy: Ensuring continuity, engagement and revenue across the calendar year
  • Stadiums for more than sports: What else can stadiums offer for non-sporting activities and communities around the stadium?
  • Using stadiums for Esports, concerts, boxing tournaments and more to drive revenue yearlong.

Collette Roche

Chief Operating Officer
Manchester United Football Club

9:40 am - 10:00 am THE STADIUM CSR: Including Socially Inclusive Spaces And Facilities

  • Community engagement: How to ensure the community surrounding the stadium benefits
  • CSR activities, festivals and non profit initiatives to keep the footfall high
  • Designing and adding facilities, mini arenas, dining and more around the stadium

10:00 am - 10:20 am MATCHDAY vs. NON-MATCH DAY: Managing Operations And Ensuring Stadium Readiness

Jason Judge - Facilities Manager, Manchester United FC
Ensuring that stadiums’ facilities remain available and ready across the year is a very challenging task. Juggling between non-match day activities to meeting match day requirements. From collaborating with pitches and security to lighting and energy consumption, everything requires efficient planning, preparedness and a dedicated team to mitigate all kinds of risks and errors.

Jason Judge

Facilities Manager
Manchester United FC


Stadiums are working harder than ever to integrate atmosphere and stimulation to attract a cheerful crowd to the big game. Audio visual enhancement has been a real game changer for uplifting the surroundings, establishing new opportunities for the players involved in the sporting phenomenon.

10:20 am - 10:40 am THE BIG PICTURE: Going 5G! Taking The Next Step To Connectivity And Live Experiences!

Sporting events and venues cater to audiencesin multiples of thousands, making connectivity a huge focus area to ensure the best possible experience and to use the most advanced digital systems and technologies in stadiums. The 5G hype is real and is already shaping up large scale events, like the Olympics and Super Bowl.

  • How a connected stadium can enhance fan engagement and enable new technology adoption
  • Costs, budgets and maximising the returns using connectivity
  • Facilitating autonomous parking, cashless transactions, biometrics, facial entry, ticket scanning and enhancing safety using 5G
Understanding and providing real value to fans (ticket holders) is crucial to stadiums and clubs to ensure they return to stadiums instead of watching the games at home. The ‘premium’ feeling is important for all seats, irrespective of the price paid for the seat. Stadiums and clubs have been exploring new services and experiences that they can offer to ensure the best possible experience is delivered for the best value.

  • Providing the convenience and luxuries in a stadium on par to everyday life
  • Creating experiences to engage audiences, from loyalty programmes, to in-seat F&B delivery to plug points and Wi-Fi to the right merchandise experience
  • Data is the new oil: Understanding better through data insights

Chris Dite

Associate Director- Sport Venue Design and Major Events


Diogo Taddei

Project Director


Sander van Stiphout

Director International, Program Manager Innovation
Johan Cruijff ArenA


Franco Segarra

BI, Fan Experience and Ticketing Manager
Valencia Club de Fútbol

11:00 am - 11:20 am THE IMMERSIVE THECHNOLOGY: Introducing Mobile Applications And Wearables

Stadiums are now working towards creating seamless experience for the fan by inculcating mobile applications and wearables. These wearables give fans a closer proximity feel to the player and enhance the experience.

  • How are mobile applications redefining the way a fan experiences F&B during the game?
  • Connecting the club, fan and social media craze across a platform

11:20 am - 11:50 am Networking Coffee Break

Marcel Ridyard - Senior Associate, AFL Architects

Marcel Ridyard

Senior Associate
AFL Architects

11:50 am - 12:10 pm Designing for the Long-Term Impact of Stadia on Cities and Communities

Marcel Ridyard - Senior Associate, AFL Architects
From financing concerns and infrastructure demands, to the changing uses of stadia to become economically viable all year round, communities and cities have long debated on the real value that a stadium brings. Yet through considered architectural design based on a robust business plan, stadia can massively benefit both host cities and local communities. Many cities have become global landmarks for the stadiums and clubs they host and have attracted both sporting and nonsporting audiences to their cities.
This talk explores:
  • The legacy of host stadia built and upgraded for major sporting events such as the FIFA World Cup and UEFA Champion’s League finals
  • Balancing economic viability with the social and financial benefits to the local community
  • The considerations when designing for legacy use before major event use

Marcel Ridyard

Senior Associate
AFL Architects

12:10 pm - 12:30 pm Strategic insights for safety in today’s world: A view from a regulator

Darren Whitehouse - Director of Sport and International Projects, Sports Grounds Safety Authority (SGSA)
The session will cover some of the founding principles of safety in the UK, and how it has evolved over the last 30 years before offering
insights on the key strategic pillars that all sport grounds should be considering in their drive to improve safety.

Darren Whitehouse

Director of Sport and International Projects
Sports Grounds Safety Authority (SGSA)

12:30 pm - 12:50 pm TRAILBLAZER: Securing Your IT Infrastructure And Relying On It To Secure Your Stadium: Cyber Security

Stadiums all over the world are heavily relying on new technologies and IT solutions to safeguard their stadiums. Biometrics, networked detectors, magnetometers, sensors, and tracking devices are just a few IT technologies stadiums depend on for enhancing security. The danger of critical information like fan data, health data, player data and partner data, which are worth millions of dollars, there is a need to safeguard IT systems with advanced cyber security solutions and platforms to safeguard interests of the community.

  • Assessing the vulnerability of IT assets to increase the security of critical systems
  • Protecting fan data and fan devices to avoid a large scale attack
  • Building an end to end defense strategy by including firewall, wireless products and advanced malware platforms

12:50 pm - 1:10 pm Avoiding The Common Holes Of Stadium Security

Mickel Lauritsen - Head of Risk & Security, Brøndby IF
The big question security and stadium professional ask: How much security is enough to safeguard fans and stadiums? With numerous attacks targeted on arenas and stadiums in recent years, and the rising cyber warfare and threats worldwide, security of stadiums which draw large crowds is paramount and a hectic task.

  • A unique security envelope for each stadium: Knowing your stadium to mitigate every possible risk
  • Sanitisation of stadiums, before and after an event has taken place
  • Stadium perimeter, community, law enforcement and the bodies responsible for ensuring fan experience

Mickel Lauritsen

Head of Risk & Security
Brøndby IF

1:10 pm - 2:00 pm Networking lunch break


The global rise of Esports has led numerous clubs to create communities, teams and arenas within their own stadiums. With Esports catering to the new generation of people, clubs have found a way to promote themselves in order to create fans of the future. With the global growth in Esports estimated to reach $2.4 billion in 2020, and major organisations, brands and broadcasters investing heavily in Esports, the revolution is here!

With over 70 million Esports viewers based in Europe, and Europe accounting a third of global revenue, Esports is now becoming a mature market with solid potential of becoming a multi billion dollar business. Clubs, stadiums and large organisations have already started to notice and leverage its potential. They have created communities, teams and developing or have developed arenas to host Esports tournaments in their facilities. With media rights poised to grow 500% from 2016 to 2020, and 32% of global Esports revenue already coming from Europe, stadiums, clubs and organisations are getting into the Esports hype!

  • Understanding the true value of Esports for your club and/or stadium
  • What goes into creating an Esports enabled community?
  • Pros and Cons of Esports and evaluating the return of investment

Clan Members:

Mahmut Emin Öncel

Esports General Manager
Beşiktaş JK


Chris Dite

Associate Director- Sport Venue Design and Major Events


Julian Tan

Head of Growth and F1 Esports
Formula 1®


Rita Ochoa

Senior Associate
AFL Architects

2:20 pm - 2:40 pm TECH TALK: What Does It Take To Host Esports In The Stadium? Is Your Stadium Prepared For The Revolution?

Connectivity, ambiance, screens and acoustics are the main elements to ensure a successful Esports tournament. While there are several dedicated venues available, stadiums are being revamped and reinvented to host in their facilities too. With temporary infrastructure costs more affordable and the commercial value of hosting Esports in stadiums growing, learn what stadiums need to do to host successful Esports tournaments.


2:40 pm - 3:00 pm Energy Storage For Your Stadiums: The Amsterdam Arena Success Story

Henk Van Raan - Chief Innovation Officer, Johan Cruijff ArenA
Already a holder of the Golden Green Key Certificate, Amsterdam Arena is one of the most sustainable arenas in the world and has led the way to innovative strategies to enhance the sustainability of their arena. Their recent award winning collaboration shows just how stadiums all over the world can use and store renewable energies to power up stadiums in the most sustainable manner.

  • Gain hands on insights on the award winning programme
  • Optimally storing and using the energy for non stadium related activities and for the community around
  • Feasibility and further developments in the project

Henk Van Raan

Chief Innovation Officer
Johan Cruijff ArenA

3:00 pm - 3:20 pm A Peak Into The Future Stadium Design Driving Sustainability And Legacy

  • Why should sustainability be at the heart of the initial phase? Location, selection, accessibility and building structure
  • Feasibility of renewable energies, rainwater and wastewater management and hybrid technologies
  • Is sustainability the only driver for the future? Insights into what will make the stadium of tomorrow irreplaceable.

3:20 pm - 3:30 pm Closing Remarks

3:30 pm - 3:30 pm End of Conference