Conference Day One: Wednesday, 9 September 2020

8:30 am - 9:30 am Registrations & networking

9:30 am - 9:35 am Opening remarks by IQPC

9:35 am - 9:40 am Opening remarks by the Chairperson

What is the stadium of the future?

Welcome to the Johan Cruyff Arena and the World Stadium Congress!


Henk Markerink

Chief Executive Officer
Johan Cruyff Arena

9:50 am - 10:10 am STADIUM LEADERS EXCHANGE: Towards smart stadiums: How is technology enhancing experiences, partnerships and supporting sustainability

James Hamilton - Director, Global Host Cities & Sports Venues, Turner & Townsend
Henk Van Raan - Chief Innovation Officer, Johan Cruyff Arena
Edwin Suk - Chief Information Officer, Feyenoord
  • How business and fan intelligence is changing the way clubs interact with fans and mapcustomer journeys
  • From data to sensors to facial recognition to mobile applications to Esports, what’s bringing value to current business models
  • How is technology and enhancements adding value to sponsorships, engagement, content and commerciality?

James Hamilton

Director, Global Host Cities & Sports Venues
Turner & Townsend


Henk Van Raan

Chief Innovation Officer
Johan Cruyff Arena


Edwin Suk

Chief Information Officer

10:10 am - 10:40 am Stadium for future generations: The growing shift in today’s stadiums and venues

  • How to create the most memorable and comfortable stadium experience?
  • What’s it like to cater to a new age of fans and how to keep up with their increasing demand whilst maintaining authenticity and connection with traditions?
  • Why is the experience so important now than before and how do clubs and stadiums attract loyal and regular audiences

10:40 am - 11:00 am STADIUM OPERATIONS AND FACILITIES: Match day vs. non-match day: Managing and creating multiuse and 365 days-ready facilities

Ricardo Carvalho - Facilities Director, FC Porto
Ensuring that the stadium facilities remain available and ready across the year is a very challenging task. Juggling between non-match day activities to meeting match-day requirements to converting and modifying the stadiums for other multipurpose use/events is no easy task for the facilities and operations teams of stadiums and arenas.

  • Best practices and strategies to efficiently plan and prepare stadiums and their respective teams
  • How digital Building Management Software (BMS) is assisting stadium managers to keep track of everything happening in and around stadiums
  • From seating to turf/pitches to security to acoustics, lighting and energy consumption, how are operations and facilities keeping up with the increasing pressure of preparedness at all times?

Ricardo Carvalho

Facilities Director
FC Porto

11:00 am - 11:20 am Speed Networking

11:20 am - 11:40 am Refreshment & Networking Break

The Internet of Things has the potential to unlock incredible opportunities for spectators, venue operators and athletes alike. Laurence Smith, Head of Venue Technology for the Birmingham 2022 Commonwealth Games, discusses how IoT technology can provide benefits to all venue stakeholders.


Laurence Smith

Head of Venue Technology
Birmingham 2022 Commonwealth Games

Attendees will need to pre-select the deep dive sessions they would like to join @12:00pm & 12:40pm. Everyone will rotate between their two (2) choices, in backto-
back 30-minute intervals. There will be a ten (10)-minute transitional break at 12:30.

All conference attendees must pre-register for their two (2) deep dive session upon registering for the event. Registrations will be on a first-come, first-serve basis. If you do not pre-register for your deep dives, we will have to assgn seating based upon demand and availability.

Strategic Deep Dive

Locker Room One

12:00 pm - 12:30 pm Using stadiums for engaging with audience and increasing businesses in other countries: A La Liga perspective
Daniel Cerejido - LaLiga Russia & Belarus - International Department, La Liga

Daniel Cerejido

LaLiga Russia & Belarus - International Department
La Liga

Locker Room Two

12:00 pm - 12:30 pm Turf Management: Ensuring secure playable conditions at all times
Ole Myhrvold - Facilities Manager, The Football Association of Norway

Ole Myhrvold

Facilities Manager
The Football Association of Norway

Locker Room Three

12:00 pm - 12:30 pm Enhancing fan engagement: The power of data
Ralf Pressler - Head of Digital Performance and Marketing, TSG 1899 Hoffenheim

Ralf Pressler

Head of Digital Performance and Marketing
TSG 1899 Hoffenheim

12:30 pm - 12:40 pm 10-minute transition break

Tech Deep Dive

Locker Room Four

12:40 pm - 1:10 pm Going cashless: Increasing revenues and reducing costs by going cashless
Nils Braude - Managing Director, Twickenham Experience

Nils Braude

Managing Director
Twickenham Experience

Locker Room Five

12:40 pm - 1:10 pm Facial and biometric entry/exists: Is it worth it?

Locker Room Six

12:40 pm - 1:10 pm Enhancing digital services for added revenues and experiences
Andreas Cüppers - Head of Digital Development, Borussia VfL 1900 Mönchengladbach

Andreas Cüppers

Head of Digital Development
Borussia VfL 1900 Mönchengladbach

1:10 pm - 2:00 pm Lunch & Networking Break

Conference breakout and start of individual streams

After the lunch break, attendees will break out and join the dedicated streams covering three key topics. Please make sure to mention the stream you are interested to attend

STREAM A: Stadium Technology and Fan Experience

2:00 pm - 2:20 pm Delivering unique experiences in the world of sports & entertainment
Javier Martínez - Sports Innovation and Fan Experience Expert Experienpert, .
Make your guest have a magical memory they will never forget. We invite you to dive into a journey to fan universe, to understand their behaviour and motivations, capable of creating that unbreakable emotional connection to convert fans into loyal active clients.

We will review all those tools and triggers, major key drivers and best practices, where theme parks, entertainment, and professional sports merge into one single strategic approach that can make each event/match the best Event EVER.


Javier Martínez

Sports Innovation and Fan Experience Expert Experienpert

STREAM A: Stadium Technology and Fan Experience

2:20 pm - 2:40 pm Mobile applications: No more a luxury, but a necessity
Anna Atamanova - Ticketing Operations Manager, UEFA EURO 2020 LOS SPB
  • How and why clubs and stadiums use mobile applications
  • From ticketing to branding, to sponsor merchandise to social media, how applications are revolutionising fan engagement
  • Using applications for faster accessibility, F&B services and movements using beacon technologies
  • Creating personalised content and engagement and mapping customer trends and journeys

Anna Atamanova

Ticketing Operations Manager

STREAM A: Stadium Technology and Fan Experience

2:40 pm - 3:00 pm Going 5G: Taking the next step to connectivity and live experiences
Felix Welling - Head of Corporate Development, VFL Wolfsburg
Sporting events and venues cater to audiences in multiples of thousands on a daily basis, 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 the 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

Felix Welling

Head of Corporate Development
VFL Wolfsburg

STREAM A: Stadium Technology and Fan Experience

3:00 pm - 3:20 pm How F1 uses market research to improve fan experience at their race circuits
Matt Roberts - Director of Research, Formula 1®
From paddock club members to general ticket holders to sponsor and partner guests, understanding and catering to different profiles uniquely is important not just to make sure that the circuits are filled up for all the three days, but also to ensure the highest quality of fan experience as possible. Data driven strategies are revolutionising the way F1 is creating memorable experiences at their circuits.

  • Going about creating a strategy backed by data gathered from market research
  • How F1 enhanced enjoyment and value for money scores, leading to an 8% increase in attendance over the past season
  • How to convert market research into activations and practices enhancing fan experience

Matt Roberts

Director of Research
Formula 1®

STREAM A: Stadium Technology and Fan Experience

3:20 pm - 3:40 pm A glimpse into future collaborations: Sport Innovation Alliance (SIA)
Juan Iraola - Head of Digital Transformation & Technology, Real Sociedad
Sport Innovation Alliance (SIA) is a new group, created by ten elite soccer clubs from across the globe aimed at tackling the challenges of digital transformation.

Real Sociedad from Spain, Italian club Cagliari, Dutch outfit Feyenoord, Legia Warsaw from Poland, Chile’s Universidad Católica, Atlético Nacional from Colombia, Brazil's Vasco a Gama, Peru’s Sporting Cristal, Atlético Peñarol from Uruguay, and Al-Ittihad Jeddah of Saudi Arabia will collaborate on projects designed to drive technological innovation.

The presentation will take you through the vision, strategy, objective and initiatives and projects in action of the SIA.


Juan Iraola

Head of Digital Transformation & Technology
Real Sociedad

STREAM A: Stadium Technology and Fan Experience

3:40 pm - 4:00 pm Segmentation and upgrading of offerings and the ever-demanding VIP
Tom McCann - Premium & Venue Experience Director, Arsenal FC
New demands require new and continuous upgrades in the offerings. Gone are the days where traditional offerings and premium experiences are still efficiently catering to fans with clubs and stadiums moving towards multiple hospitality spaces, catering to different profiles and designed differently too, all in one venue.

From glass rooms in the tunnels, to microbreweries, to Michelin-starred dining options; today’s VIP is spoilt with a wide array of options to choose from but what next? How do we constantly deliver a premium and unique experience to our VIP fans and partners?


Tom McCann

Premium & Venue Experience Director
Arsenal FC

STREAM B: Stadium Facilities and Operations

2:00 pm - 2:20 pm UK’s first two-pitch stadium and the world’s first dividing retractable football pitch: The Tottenham Hotspur Stadium
Gary Lee - Head Groundsman, Tottenham Hotspur
  • Hear about the construction behind the stateof- the-art turf at the billion-GBP stadium
  • Operating and managing the retractable pitches and how to maintain the pitch
  • The technology, challenges and business opportunities with such revolutionary turfs.

Gary Lee

Head Groundsman
Tottenham Hotspur

STREAM B: Stadium Facilities and Operations

2:20 pm - 2:40 pm Creating a holistic security ecosystem
Mickel Lauritsen - Head of Risk & Security, Brøndby IF
The big question security and stadium professionals ask: How much security is enough to safeguard fans and stadiums?

With numerous attacks targetted on arenas and stadiums in the recent years, and the rising cyber warfare and threat worldwide, security of stadiums that draw large crowds is paramount and a hectic task.

  • A unique security strategy for each stadium: Knowing your stadium to mitigate every possible risk
  • How biometrics, facial recognition and advanced CCTVs are changing today’s security
  • Integrating and working with communities and local enforcements better

Mickel Lauritsen

Head of Risk & Security
Brøndby IF

STREAM B: Stadium Facilities and Operations

2:40 pm - 3:00 pm Going about managing 200 chefs and delivering 10,000 guests a fine dining experience: Learning from Twickenham
Thomas Rhodes - Executive Chef, Twickenham Experience
  • Developing menus and the planning behind serving thousands on a match-day
  • Standardisation and consistency and how to ensure delivery of a fine dining experience
  • What’s changing now and how to adopt to these changes

Thomas Rhodes

Executive Chef
Twickenham Experience

STREAM B: Stadium Facilities and Operations

3:00 pm - 3:20 pm Proactive operational risk management of live events
Stuart Knowles - Stadium Safety Advisor, .
  • Proactive vs. Reactive: How stadiums and security personnel prepare for high-level occasions
  • Ensuring stadium plans dovetail into local authority, policing and emergency planning, and that these are properly tested to ensure they are flexible enough to be adapted for the unpredictable
  • The need for proper stadium infrastructure, communication with local authorities and planning for the unpredictable
  • Structuring the ‘on-the-ground’ operational experts (CT / Access / Security / Service ) to ensure accurate situation assessments are being fed back to the control room police commander and safety officer

Stuart Knowles

Stadium Safety Advisor

STREAM B: Stadium Facilities and Operations

3:20 pm - 3:40 pm Kinetic smart flooring: Using fans to power stadiums
The concept of kinetic energy is not new by any means but has been limited in use in venues and stadiums till date. Kinetic-powered, smart flooring enables stadium operations to not just generate electricity, but also monitor footfall, understand consumer behaviour and movement and create more business value towards partners and sponsors

STREAM B: Stadium Facilities and Operations

3:40 pm - 4:00 pm Energy Storage: Towards self-sustainable stadiums – Learning from Johan Cruyff Arena
Henk Van Raan - Chief Innovation Officer, Johan Cruyff Arena
Storing energy in large batteries could revolutionise the way sports stadiums are powered in future. High-capacity units enable match day energy to be recycled, stored and help communities and neighbourhoods in order to meet peak demand. An added benefit comes in the form of cost savings: by buying cheaper electricity and storing it for use when prices are increased, clubs can avoid excessive charges at peak times.

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 on energy storage shows just how stadiums all over the world can use and store renewable energies to power up stadiums in the most sustainable manner.


Henk Van Raan

Chief Innovation Officer
Johan Cruyff Arena

STREAM C: Stadium Design, Build and Sustainability

2:00 pm - 2:20 pm Delivering the infrastructure for the upcoming Birmingham 2022 Commonwealth Games
James Hamilton - Director, Global Host Cities & Sports Venues, Turner & Townsend
Hear as James takes us through his work on the delivery of venues and infrastructure for the upcoming Commonwealth Games in Birmingham where he shares project updates, strategies in place, challenges he has faced so far, best practices and current timelines of delivery.


James Hamilton

Director, Global Host Cities & Sports Venues
Turner & Townsend

STREAM C: Stadium Design, Build and Sustainability

2:20 pm - 2:40 pm Fireside Chat: Creating stadiums for legacy and continuity - Organising large-scale events and beyond
Sander van Stiphout - Director & Vice President of Projects, Johan Cruyff Arena
Chris Dite - Associate Director - Sport Venue Design and Major Events, Arup
Diogo Taddei - Project Director, egis
  • Stadiums for legacy: Ensuring continuity, engagement and revenue across a calendar year
  • Stadiums for more than sports: What else can stadiums offer for non-sporting activities and communities around the stadium?
  • Esports, concerts, boxing tournaments and more
  • Design strategies in order to bring flexibility for change


Sander van Stiphout

Director & Vice President of Projects
Johan Cruyff Arena


Chris Dite

Associate Director - Sport Venue Design and Major Events


Diogo Taddei

Project Director

STREAM C: Stadium Design, Build and Sustainability

2:40 pm - 3:00 pm Towards gold rating LEED certifications: Sustainability & environment-focussed stadiums
Matt Kitson - Regional Director - Qatar, Hilson Moran
Stadiums have put great importance in their impact towards the environment. With huge amounts of energy, water, plastic and waste used and generated by stadiums globally, ensuring stadiums remain as green and ecofriendly as possible does not just help the environment but also enables stadiums to enjoy increased cost-savings, decreased operating costs and higher returns on investments. There has been a growth in LEED Gold Certifications across the globe with more stadiums estimated to push for Gold certifications in the near future.

  • Creating strategies within stadiums and organisations to promote greener use
  • Design, construction, site development and other elements in defining sustainability
  • Trends in sustainable strategies, technologies, designs and more

Matt Kitson

Regional Director - Qatar
Hilson Moran

STREAM C: Stadium Design, Build and Sustainability

3:00 pm - 3:20 pm Engaging with fans to improve physical and mental health – Bringing Communities Together - Learning from Leicester City in the Community
Matt Bray - Health & Wellbeing Manager, Leicester City in the Community
With stadiums and clubs closely linked and connected with their fans and communities, creating value and promoting wellbeing and community engagement through stadiums is key. Ensuring that the stadiums remain inclusive and a space where all types of people can come is a must in today’s age

  • How clubs and their stadiums can promote health and support local and national agendas
  • Connecting and working closely with communities and using stadium infrastructure for the same
  • The rise of sensory rooms in stadiums and how to make stadiums more disable-friendly and what does it mean to the design of the stadium?
  • Evolving stadiums to support and welcome the ‘special’ customer segment

Matt Bray

Health & Wellbeing Manager
Leicester City in the Community

STREAM C: Stadium Design, Build and Sustainability

3:20 pm - 3:40 pm The return of safe standing and what it means for stadiums and their facilities
Darren Whitehouse - Head of Strategy & Partnerships, Sports Ground Safety Authority
SGSA has been tasked by the UK government to study how safe standing is implemented in clubs and stadiums across Europe to provide evidence to the government in hopes of bringing back safe standing in the UK. Darren will take the audience through their research on persistent standing and the governments plans of bringing safe standing back.


Darren Whitehouse

Head of Strategy & Partnerships
Sports Ground Safety Authority

STREAM C: Stadium Design, Build and Sustainability

3:40 pm - 4:00 pm How to create incremental value to the community
Chris Dite - Associate Director - Sport Venue Design and Major Events, Arup
Most often, the main stadium is the main attraction and reason for a major chunk of people to visit a city, district or area. Enabling stadiums as destinations and creating incremental value around the stadium is not a new practice, but how to ensure people always have a reason to visit in and around the stadium is key.

  • Design criteria for creating a destination out of stadiums
  • How to ensure fans come and stay around throughout the day
  • Neighbourhood and community aspects to consider in planning

Chris Dite

Associate Director - Sport Venue Design and Major Events

4:00 pm - 4:30 pm End Of Conference Day One

4:30 pm - 4:30 pm World Stadium Congress Awards and Drinks Reception

Join us for one of the industry’s most exciting awards evening.

The World Stadium Congress Awards continues to grow in size and importance receiving nominations from across the globe for various categories. We come together to celebrate the winners and of course network and wind down!
The published programme is correct at time of printing. However, given the seniority of our speakers and the nature of their roles, speakers may subsequently substitute or remove themselves from the programme. This is always regrettable, and we will always try to replace the speaker with a speaker with equivalent insight.