About the summit

1. “A stadium must be built for generations — not for today.”

— Jon Babbs, Stadium Director, Tottenham Hotspur Stadium

In his keynote, Jon Babbs stressed the necessity of long-term thinking in stadium development:

“We built this stadium for generations to come.”

Tottenham’s 20-year redevelopment journey — including a retractable pitch, multi-event operations, NFL integration and year-round experiences—reminds every club that infrastructure is a long game.

Try this at your club:
 Map which parts of your stadium will still meet your needs in 2035. Identify one area for redesign or repurposing.

2. “Never say no — find a way to make it work.”

— Patrik Meyer, Managing Director, Deutsche Bank Park

When asked how Frankfurt manages to host Bundesliga football, NFL games, concerts, esports and world-record handball matches in a single stadium, Meyer answered simply:

“We never say no. It’s always: let’s make it work.”

This mindset — combined with structural flexibility — has allowed Deutsche Bank Park to host 16 concerts in 10 weeks, proving that volume and variety are possible when operational teams adopt a solution-driven culture.

Try this:
Pilot at least one new event type next year: an esports qualifier, a fan festival, a fitness event, a small concert or a community market and train teams to approach promoters with “how” rather than “if”.

3. “Supporters who feel respected are more likely to behave positively.”

— John Beattie, Former Arsenal FC & former ESSMA President

Beattie reflected on 40 years of evolution in stewarding practices. Modern safety no longer relies on passive supervision but on communication, tone and proactive engagement.

His insight was clear:

“Supporters who feel respected are more likely to behave positively.”

Try this:
 Introduce a five-minute “tone of voice” briefing before each match, focusing on friendly greetings, calm wording and early de-escalation. Measure impact via post-match surveys.

4. “Dialogue changes behaviour.”

— Anthony Emmerson, Stoke City FC

From relocation of ultra groups to behavioural agreements and structured supporter meetings, Emmerson demonstrated that continuous communication changes behaviour more effectively than sanctions.

“Dialogue changes behaviour.”

By building trust and predictability, clubs reduce disorder, improve matchday flow and strengthen long-term fan culture.

Try this:
 Schedule quarterly dialogue sessions with supporter groups — ultras, family-stand representatives, accessibility advocates — with pre-agreed agendas and follow-up actions.

5. “F&B is no longer a service layer — it’s a strategic driver.”

— Jim Cantens, Founder, True Food

Cantens explained how menu optimisation, staffing redesign, digital ordering and wayfinding can dramatically improve spend per head and reduce queues:

“F&B is no longer a service layer, but a strategic driver of the matchday experience.”

True Food case studies show that even minor changes (removing unpopular items, adjusting equipment layout) can raise throughput significantly.

Try this:
 Remove the bottom 10%–15% selling items from your menu for one match and analyse ordering speed and sales uplift.

6. “Your stadium must adapt to who your audience is becoming — not who it used to be.”

— Hannah Buckley, The FA / WSL

Speaking about the explosive growth of the women’s game, Buckley explained how rapidly shifting demographics — younger fans, more families, more first-time visitors — require new approaches to accessibility, communications, facilities and safety.

“We can’t retrofit the women’s game into systems built for something else — stadiums must adapt to who the audience is becoming.”

Try this:
 Audit your matchday through the eyes of a first-time visitor: signage, transport, bag policies, concourse comfort and family-friendly facilities.

7. “Stadiums can accelerate the transition to electric transport.”

— Jürgen Muth, Managing Director, Allianz Arena

Bayern Munich is transforming its 34,000 m² bus area into a regional EV charging hub. With 12 MW of electrical capacity and direct motorway access, Muth argued:

“Stadiums can accelerate the transition to electric transport.”

This shows how venues can support their region beyond sport, using land and infrastructure already in place.

Try this:
 Assess whether unused parking areas could host a small-scale EV charging pilot in partnership with local authorities.

8. “Data is the infrastructure — everything else is built on top.”

— Christoph Güldenberg, Momentus Technologies

Based on a survey of 50+ venues worldwide, Güldenberg emphasised:

“Data is now the core infrastructure of modern venues.”

Whether optimising queues, predicting retail demand or improving crowd flow, data allows operators to move from reactive to predictive decision-making.

Try this:
 Start capturing data in one operational domain (entry speed, POS transactions, or queue length) and build a simple live dashboard for matchday management.

9. “Biometrics can be safer and more privacy-friendly than traditional ID checks.”

— Dirk Piens, former KAA Gent

Belgium’s new football law required clubs to verify not only who bought the ticket, but who entered the stadium. KAA Gent trialled palm-vein access, leading Piens to conclude:

“Palm-vein biometrics are the safest and most privacy-friendly option.”

650 volunteers tested biometric entry, and acceptance levels were extremely high across all age groups.

Try this:
 Pilot a biometric or digital-ID “fast lane” at one entrance using volunteer participants.

10. “Your venue should have its own DNA — and a clear purpose beyond football.”

— Jani Helenius, Helsinki Olympic Stadium

Helenius explained how the renovated Olympic Stadium operates almost daily across six business lines — corporate services, community events, esports, tourism and more:

“Our venue must reflect our city’s DNA and serve our community every day of the year.”

This approach allows the stadium to remain relevant far beyond matchdays.

Try this:
 Identify two community-driven, repeatable activities that align with your stadium’s identity — guided runs, cultural workshops, museum hours, markets or school events – to create a bond between the venue and the local community.

A Summit That Sets the Tone for the Year Ahead

The ESSMA Summit 2025 made clear that stadiums are entering a new era — one defined by innovation, versatility, sustainability and people-first operations. Whether through digital transformation, smarter hospitality, improved communication, or long-term infrastructure strategy, clubs across Europe are raising the bar.

ESSMA looks forward to continuing this journey with its members—and to seeing the first results of these takeaways in stadiums and clubs across the continent.