After Movie

Recap 1

Recap 2

Discover the full photo album here

Day 1 highlights: keynote presentations, safely welcome fans seminar, connected stadium seminar, mastermind session safety & security

Keynote presentations from Atlético de Madrid and St. Louis City

Pablo Jiménez de Parga, Assistant Corporate Director at Atlético de Madrid, provided a captivating keynote at the ESSMA Summit, shedding light on the ambitious Ciudad Deportiva project near the Cívitas Metropolitano Stadium. This €800 million initiative, he explained, is a cornerstone of Atlético’s commitment to innovation, urban revitalization, and community integration.

Jiménez de Parga highlighted the multi-faceted design of the project, which spans 265,000 square meters and includes five zones tailored for diverse uses. Two municipal parcels will host public sports facilities, such as indoor multi-sport arenas and outdoor areas featuring amenities like a track honouring the Olympic legacy of La Peineta. The club’s parcels will include a High-Performance Centre, a cutting-edge leisure and multi-sport zone offering unique activities like surfing and climbing, and a commercial hub with restaurants and entertainment options.

The keynote underscored Atlético’s vision for the Ciudad Deportiva as a project not only for the club but also for Madrid’s residents, reflecting the club’s enduring role in shaping the city’s future.

Joe Abernathy of St. Louis City explained to role of CITYPARK as a multifunctional venue that prioritises sustainability, community and a memorable fan experience. Discover the presentation, key discussion points and takeaways here.

Seminar “Safely Welcoming Fans”: SGSA, Juventus, Moonshot, Tomorrowland, Wembley Stadium, Brøndby IF & KAA Gent

The Safety and Security Seminar at the ESSMA Summit 2024 featured a diverse panel of experts who presented insights and case studies on ensuring safety while creating welcoming environments in sports venues.

Ken Scott MBE, Head of Inspectorate at SGSA, provided the foundational framework for the session, presenting the principles of the Saint-Denis Convention. His focus was on the interplay between safety, service and stadium design, emphasising risk assessment, understanding safe capacities and the importance of well-trained staff. Discover the presentation, key discussion points and takeaways here.
Francesco Gianello, Juventus FC showcased their innovative steward training and certification program. The presentation detailed how Juventus, as an official training entity, equips stewards to handle safety, crowd psychology, and emergency scenarios. The club’s success in developing a scalable, high-quality training system was highlighted as a leading example for other clubs. Discover the presentation, key discussion points and takeaways here.
Matt Lynch from Moonshot shared their approach to steward training, focusing on treating stewards as integral parts of the fan experience. His presentation highlighted methods for empowering stewards through personalised training, emphasising their role as ambassadors for the stadium. By fostering pride in their role, Moonshot’s program ensures stewards are motivated and engaged, contributing positively to both safety and the fan journey. Discover the presentation, key discussion points and takeaways here.
Tom Legg and Stuart Doyle from Wembley Stadium shared their experiences managing the UEFA Champions League Final 2024. Their presentation included strategies for securing the venue’s perimeter, multi-agency collaboration, and the implementation of advanced crowd management techniques. Temporary and permanent security infrastructure enhancements were also discussed, including Stadium Crowd Solutions’ innovative net barriers for events. Discover the presentation, key discussion points and takeaways here.
A case study from Tomorrowland’s Sammy Lakwijk added depth to the discussion by addressing security challenges in “grey zones,” where public and private security intersect. The presentation detailed innovative approaches to managing safety in large, open-access areas during high-capacity events. Discover the presentation, key discussion points and takeaways here.
Rasmus K. Nielsen from Brøndby IF presented on biometric blacklisting solutions designed to enhance stadium security. Brøndby IF uses facial recognition technology to identify and restrict entry to unwanted individuals, effectively mitigating risks from banned or potentially disruptive fans. Nielsen demonstrated how this system operates seamlessly with existing infrastructure while ensuring privacy and compliance with legal standards. Discover the presentation, key discussion points and takeaways here.
Dirk Piens of KAA Gent delved into the application of biometric technology for stadium security. He explained how Palmki’s palm vein recognition technology provides the club with a solution for fast, accurate, and hygienic fan entry procedures, outlining its potential to enhance fan experience while ensuring security compliance. Discover the presentation, key discussion points and takeaways here.

This seminar provided a comprehensive overview of safety and security strategies, blending technology, collaboration, and fan-focused practices to enhance event experiences

Following the Safety and Security Seminar, a deep-dive session compared the biometric solutions presented by KAA Gent and Brøndby IF. This discussion focused on the contrasts between palm vein recognition (KAA Gent) and facial recognition (Brøndby IF) technologies.

KAA Gent & Palmki’s Palm Vein Recognition: Presented by Dirk Piens, this white-listing solution highlighted its strengths in fan convenience, high accuracy, and hygienic non-contact technology. The system provides enhanced security while offering fans a fast-lane entry experience. Discover the presentation, key discussion points and takeaways here.
Brøndby IF’s Facial Recognition: Rasmus K. Nielsen outlined this black-listing technology’s role in stadium security. Designed to identify and block entry for banned or high-risk individuals, the system enables efficient, real-time decision-making and improves security compliance. Discover the presentation, key discussion points and takeaways here.

The session also explored the broader implications of white-listing vs. black-listing approaches, debating their impact on fan trust, privacy, and operational efficiency. This comparative analysis provided attendees with actionable insights into the future of biometric applications in stadiums.

Seminar: “Connected Stadium”: Sporting Lisbon, Real Zaragoza, Valencia FC, RSC Anderlecht, Léganes, Cleveland

During the ESSMA Summit seminar on the Connected Fan Experience, several insightful case studies were presented, showcasing innovative approaches to enhancing the fan experience through technology. Here’s a summary of the key presentations:

Mr. Mark Bradley, founder of The Fan Experience Company, opened the Connected Fan Experience seminar. He introduced the overarching theme, emphasising the transformative role of technology in creating engaging, seamless and personalised experiences for fans in modern stadiums. His expertise provided a strong foundation for the subsequent case studies and discussions.

Edgar Pinheiro and André Bernardo, Sporting CP – Wi-Fi 6E Implementation: Sporting CP highlighted their journey to implement full Wi-Fi 6E coverage supported by Extreme Networks. This advancement not only improved network stability and speed but also supported seamless fan connectivity, enhanced operational benefits, and provided new revenue opportunities through centralised network management. Discover the presentation, key discussion points and takeaways here.

Franco Segarra, Valencia CF – Personalised Matchday Experience: Valencia CF shared their use of a comprehensive customer data platform to deliver a hyper-personalised fan journey. By leveraging data from over 520,000 profiles, they offered tailored communication (via email, SMS, and push notifications) and real-time interaction during matchdays, significantly improving fan engagement. Discover the presentation, key discussion points and takeaways here.

Brandon Covert, Cleveland Browns – Biometric Technology for Seamless Access: The Cleveland Browns introduced Wicket’s biometric systems to streamline stadium access, drastically reducing wait times and enhancing safety. The system also supported other operational uses, including gameday credentialing and concessions, leading to improved fan feedback and increased throughput. Discover the presentation, key discussion points and takeaways here.

Klaas Reynaert, RSC Anderlecht – Hybrid Loop Payment System: RCS Anderlecht presented their hybrid loop payment system designed by Adyen to merge traditional and digital payment methods. This approach facilitated smoother transactions, boosting F&B sales by 13% while enhancing the fan purchase experience and increasing F&B revenue by 36%. Discover the presentation, key discussion points and takeaways here.

Carlos Arranz, Real Zaragoza – Digital Ticketing and Merchandise: Real Zaragoza focused on integrating digital platforms for ticketing and merchandise sales, showcasing how these initiatives simplified processes and increased revenue.

Eduardo Cosin, CD Leganés – NFT-Based Fan Engagement: CD Leganés shared their unique initiative of combining NFTs with stadium engagement. Fans were allocated digital plots of their stadium, tied to interactive rewards based on match events. This gamified approach revitalized fan enthusiasm, attracted a younger audience, and opened new avenues for international and sponsor engagement. Discover the presentation, key discussion points and takeaways here.

These case studies demonstrated a wide range of applications for connected stadium technologies, emphasising the importance of innovation in enhancing both the matchday experience and operational efficiencies.

Presentations: Stadium Development: La Liga, Real Zaragoza, Getafe and IDOM Architects

During the ESSMA Summit session on stadium development, which centred on Spanish projects, LaLiga moderated discussions that showcased their pivotal role in supporting club infrastructure advancements. This focus stemmed from LaLiga’s extensive support through their “Clubs’ Office” initiative and the growing momentum for infrastructure improvements in preparation for Spain hosting the FIFA World Cup:

Milos Nenadovic, LaLiga – Clubs’ Office Initiative: Mr. Nenadovic, our moderator for this session, set the tone by introducing LaLiga’s”Clubs’ Office” initiative. This program provides comprehensive consultancy to clubs, supporting their infrastructure and development projects with services like data benchmarking, workshops, and strategic guidance. Examples included successful collaborations like Sevilla FC’s hospitality enhancements and RC Celta de Vigo’s premium space monetisation. Discover the presentation, key discussion points and takeaways here.

Javier Davila, IDOM Architects & Carlos Arranz, Real Zaragoza – Stadium Development: IDOM Architects presented their project for Real Zaragoza, focusing on modernising the stadium to enhance fan experiences. This included upgrading facilities for better accessibility, introducing innovative technologies for matchday operations, and creating more engaging spectator environments. Discover the presentation, key discussion points and takeaways here.

Javier MoraI, IDOM Architects – Getafe CF Stadium Development: For Getafe CF, IDOM Architects emphasised designing versatile and sustainable spaces. The project highlighted adaptability for non-matchday activities, increased community engagement, and the integration of eco-friendly solutions to ensure long-term viability. Discover the presentation, key discussion points and takeaways here.

This session provided a detailed look into collaborative efforts between leagues, architects, and clubs to push the boundaries of stadium infrastructure and design.

Learn more about other projects in Spain and Europe in our recently updated Stadium Development Report.

Stadium Industry Awards: 12 winners in our 4 categories

The second edition of the ESSMA Industry Awards was held on 12 November, during the first day of the 11th ESSMA Summit at the iconic Riyadh Air Metropolitano, home of Atlético de Madrid. This year brought forward innovative initiatives that are driving real impact in Sustainability, Fan Experience, Accessibility and Stadium Development. Let’s celebrate these outstanding achievements together. 

 Sustainability initiative of the year

1st place: Royal Antwerp FC – Their RFID reusable cup system saves 7 tons of plastic annually, reduces cleanup efforts, increases beverage sales and enhances fan experience. 
2nd place: Johan Cruijff ArenA – Paving the way with 100% green events by harnessing energy from 4,200 rooftop solar panels, capable of charging batteries with a total capacity of 8.6 MWh, and supplementing this with green energy from local wind and solar farms.  
3rd place: RCD Espanyol – Significantly expanding their photovoltaic solar energy capacity by installing 1,860 additional solar panels, bringing the total to 2,200 panels. This system generates 1.9 GWh of energy annually and helps reduce 800 tons of CO2 emissions each year.

Fan Experience initiative of the year  

1st place: Everton FC – A fully immersive digital sales experience, allowing prospective buyers to explore and visualise different areas of their new stadium, boosting engagement and streamlining decision-making. 
2nd place: STVV – A memorable season-long 100th anniversary celebration campaign that engaged fans beyond the typical game-day experience, featuring documentaries, special events, themed matches, exclusive STVV-branded products, and much more. 
3rd place: CD Leganés – Revolutionizing fan engagement with their NFT season ticketing campaign, where matchday ticket holders could win prizes based on the on-field action.

Accessibility initiative of the year

1st place: FC Porto – Their INZONE sensory room innovation creates three zones for individuals with sensory disabilities, allowing them to experience a football match for the first time. The response has been overwhelmingly positive. 
2nd place: Allianz Arena – Pioneering a barrier-free stadium with features such as designated parking spaces, wheelchair-accessible seating, a completely barrier-free level, headsets, subtitle glasses, accessible toilets and much more. 
3rd place: Principality Stadium – Enhancing inclusivity and accessibility with features like access card technology for seamless ticketing, effortless stadium entry, accessible seating and parking, dedicated support services, and much more.

Stadium Development initiative of the year

1st place: Fulham FC – The redevelopment of Craven Cottage into a 24/7 community hub, modernizing the stadium while boosting the local economy and blending seamlessly with its riverside location. 
2nd place: Real Zaragoza – Exciting plans for the Nueva La Romerada. 
3rd place: Wembley Stadium – Significant investment in safety & security measures and infrastructure.

Congratulations to all the winners! Your dedication to improving the sports industry and creating memorable experiences for fans is truly inspiring. 

A special note of appreciation to all members who actively participated in the voting process. The success of these awards depends on the industry’s engagement and support, and your enthusiastic involvement reflects a shared commitment to recognizing and celebrating excellence. 

You may find a dedicated article on the Stadium Industry Awards here.

Stadium Tours Riyadh Air Metropolitano

We concluded our first day in the Riyadh air Metropolitano with an in-depth stadium tour, comprised of 4 stops with speakers of Atlético de Madrid explaining their approach to Marketing (Itzel Regalado Cabrera), Commercial Strategy (Danilo Scio), VIP&Hospitality strategy (Grégoire Gouwy) and Stadium operations (Patricia Doina Florescu).

Seated Dinner

The day ended with a festive seated dinner in Metropolitano’s in-house restaurant El Gran Escenario. John Beattie received the Lifetime Achievement Award for his impressive career at Arsenal FC and his role as president of ESSMA, since 2008.

Day 2 highlights

A full sustainability track: panel debate, practical presentations and a strategy workshop

At this year’s Summit, we offered three comprehensive sessions dedicated to ESG strategy, CSRD regulations, practical implementations and the Green Event Standard as an industry standard.

Participants navigated sustainability directives from the EU, UEFA, and more to prioritise their efforts. Our moderator Dr. Gaia Pretner (ECA) guided our panel, consisting of Magdalena Nour from Malmö FF, Menno Kooistra of KPMG & Filippo Veglio of UEFA, through a lively discussion on EU’s CSR directives, UEFA’s sustainability recommendations, national leagues’ sustainable licensing requirements and national legislation on sustainability. Learn more about the panel with its discussion points and key takeaways here.

Sustainable, Practical Implementations: A4MT, AS Monaco, Croke Park & Arcadis

Attendees observed how Peter McKenna maintained a zero-waste-to-landfill record since 2014, Implemented extensive energy efficiency and water conservation initiatives, introduced a biodiversity program with bird boxes and bee hives, and much more initiatives to reduce the ecological footprint of Croke Park. Discover the presentation, key discussion points and takeaways here.

John Creamer from A4mt and Dominique Gatto from AS Monaco shared in sights from the Energy Championship initiative with engaged stadiums and arenas across Europe in reducing energy consumption. Discover the presentation, key discussions and takeways here.

Furthermore, participants learned about Carolien Gehrels’, from Arcadis, outside-in perspective towards effective best practices and approaches for the roadmap towards net-zero which can be used within various sectors, including stadiums. Discover the presentation, key discussion points and takeaways here.

Peter McKenna shared insights into the sustainability efforts of Croke Park, highlighting the venue’s achievements in waste management, energy efficiency, and biodiversity. Discover the presentation, key discussion points and takeaways here.

Sustainable Strategy Workshop: The Green Event Standard as industry standard

After an introduction on CSRD regulations by Sander van Stiphout of the Johan Cruijff ArenA & Menno Kooistra of KPMG, they addressed pressing questions such as: “How did Johan Cruijff Arena implement this strategy?”.

Insights shared during this session:

The buy-in from all internal stakeholders (such as board of directors and executive committee) is a prerequisite to have a successful implementation of ESG Strategy.
Within sustainability you need to look beyond your own operations and address sustainability across the value chain, with a link to (i) upstream, (ii) own operations and (iii) downstream
Divide your CSRD approach in 3 pillars: Discover (what is the highest importance), Design (how can you achieve your ESG ambition), Deliver (how to implement and create value)

One of the strategic output results was to find a way to measure the sustainability impact of the events that take place at the venue. This resulted in the ‘Green Event Standard’, a tool to measure the sustainability impact of every event.

Kelly Ruigrok, founder and CEO of GSES, shared how the Green Event Standard (GES) was created. Based on input by Johan Cruijff ArenA and other industry stakeholders, they created the “Green Event Standard” framework which helps clubs to measure their sustainability impact during events. Discover the presentation, key discussion points and takeaways here.

We concluded with a panel of three stadiums which implemented the GES: Atlético de Madrid, Stadio Olimpico in Rome and the Johan Cruijff ArenA. A debate with Pelle de Laaf (JCA), Andrea Santini (Stadio Olimpico) and Rocio Torres (Atletico de Madrid) can be summarised with the following insights:

We need more artists like Coldplay and Dua Lipa who are game changers for our industry requiring sustainable venues for hosting their concerts.
In the execution of sustainability strategy, it helps to look for partners who have similar vision on sustainability (Eg. Levi Catering wants to be net zero by 2027).
While the project is still in an early stage, the first results look promising

The three panellists look forward to more venues using the GES to have benchmarking data on a bigger scale and learn from each other to further increase their sustainability implementation.

The work is ongoing, in case you want to participate in the Beta group of the GES, feel free to contact Dimitri Huygen ([email protected]).

MasterMind Fan Experience & Marketing

Nicola Zanetti and Matteo Lombardi opened the MasterMind session with the marketing story behind the beautiful Venezia FC kit. A few take-aways:

80% of their turnover comes from outside Italy, with USA, UK and central Europe as biggest market
The kit is fully designed by the inhouse design & marketing team
The change from Kappa to Nocta had limited impact on turnover

The Venezia FC presentation introduced the MM open discussion resulting in suggested topics that can be researched in 2025 and presented at the upcoming Summit. The suggested topics:

Service drivers vs Revenue drivers > priority was given on sales drivers
Hospitality strategy with focus on target groups, tailored offering, multifunctionality of spaces
Practical things to take home as small & medium sized clubs to implement: eg. Return on Investment of multifunctionality, how to attract fans earlier to the stadium, how to build a strong B2B community

Learn more about the MasterMind with its key discussion points and takeaways here.

Mastermind Accessibility: AccessibAll

A Mastermind session on accessibility was led by Mr. Olivier Jarosz (CEO of AccessibAll). This session, titled “AccessibAll: Championing Inclusion in Sports and Events,” emphasised the importance of transforming stadiums into inclusive environments for all individuals, regardless of ability.

Key points included:

Accessibility Audits: Highlighting the importance of pan-disability audits to identify and address barriers within stadiums, ensuring venues meet and exceed accessibility standards.
Staff Training: Providing specialized training for customer-facing staff and Disability Access Officers to improve communication and awareness.
Audio Descriptive Commentary (ADC): Introducing ADC services to enhance experiences for partially sighted and blind fans, a cost-effective innovation with far-reaching impact.
Digital Accessibility: Ensuring ticketing systems, websites, and mobile applications are compliant with accessibility guidelines.
Strategic Planning: Encouraging clubs to adopt long-term accessibility strategies, integrate feedback from disabled fans, and continuously improve their facilities.

This session underscored the moral, legal, and business imperatives of accessibility, offering practical solutions to create inclusive stadium experiences. Learn more about the MasterMind with its key discussion points and takeaways here.

Presentation: software driven

The session on software-driven stadium operations was moderated by Mr. Guy Smith of Global Stadiums Limited. Providing an insightful exploration of how technology optimises stadium management, the session featured two key speakers:

Darren Crossman (Principality Stadium): Darren Crossman highlighted the implementation of electronic logging systems at the Principality Stadium. He detailed how these systems revolutionised operational efficiency, enabling real-time data sharing, live incident tracking, and comprehensive post-event reviews. The shift away from traditional paper-based methods improved decision-making and safety measures by providing accurate and accessible records of stadium operations. Discover the presentation, key discussion points and takeaways here

Eric Solem (Momentus Technologies): Eric Solem focused on risk and incident management, emphasising the importance of integrated workflows. He outlined how a unified risk management framework enhances safety, operational readiness, and incident response. By automating processes and linking risk assessments with incident management, stadiums can proactively address challenges, ensuring continuous improvement in operational strategies. Discover the presentation, key discussion points and takeaways here.

This session underscored the critical role of software solutions in enhancing the safety, efficiency, and adaptability of modern stadium operations.

Panel debate: hospitality

the hospitality panel featured moderator Alberto Zambrana from Legends International and panelists Darren Preston (Fulham FC), Aurélien Vitalis (Aviron Bayonnais), and Manu Carrasco (RCD Espanyol). The discussion revolved around the evolving trends and innovations in stadium hospitality.

Key highlights included:

Defining Hospitality: The panel agreed on redefining hospitality as more than luxury, incorporating elements of personalisation, comfort, and integration with the stadium atmosphere to enhance fan experiences.
Latest Trends: Darren Preston highlighted immersive technology such as augmented reality and Fulham’s Dug-out Club concept, which brings fans closer to the action. Aurélien Vitalis emphasised tailored experiences like Baiona Lounge and Zelai Bazterra, while Manu Carrasco shared insights into creating inclusive and community-centric spaces.
Balancing Luxury and Atmosphere: Panelists stressed the importance of maintaining a stadium’s unique character while offering high-end experiences. For example, Fulham integrated its riverside views with discreet luxury features, and Aviron Bayonnais focused on architectural design to preserve local identity.
Role of Technology: Technology was highlighted as a driver for personalisation, efficient operations, and enhancing non-matchday usage, such as hosting business meetings and events.
Challenges and Opportunities: Renovation challenges such as site constraints and maintaining live operations were addressed, with all panelists emphasising the need for ongoing innovation to meet fan expectations and maximise revenue.

The panel underscored the importance of adapting to diverse fan demographics while creating sustainable, engaging, and future-ready hospitality solutions. Learn more about the Panel with its key discussion points and takeaways here.

? We would like to thank all of our speakers and participants who attended the ESSMA Summit and we are looking forward to welcoming you once again in London on 11 & 12 November 2025.

Recap of the 11th ESSMA Summit: “Return on Investment of modern stadiums”