First ESSMA Live Matchday Experience at Juventus’ Allianz Stadium

As an organisation, ESSMA is dedicated to continually evolving to meet the needs of our members. As part of this ongoing evolution, we prioritise innovation in our events. This commitment led us to conceive the idea of organising behind-the-scenes tours of stadiums during matchdays, culminating in the immersive experience of witnessing an actual match. Through seamless collaboration with Juventus, our vision became a reality, and we successfully hosted the inaugural edition of the Live Matchday Experience combined with a behind-the-scens tour at the Allianz Stadium. This event focused on stewarding, security, and facility management, and drew a packed stadium audience.