Director International, Program Manager InnovationJohan Cruijff ArenA
Sander was the Special Stadium Operations Consultant to the Qatar Supreme Committee in relation to the FIFA World Cup 2022 preparations and is also responsible for the programme management of Amsterdam Innovation Arena which focuses on enhancement of fan experience, increasing revenues and decreasing operating costs together with ecosystem partners.
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
Amsterdam ArenA, or Johan Cruijff ArenA is more than just a football stadium. It is an incubator, a knowledge centre and a catalyst for innovations that will shape the city of the future
The ArenA has been committed to sustainability and innovation and has won several awards and appreciations over the years. From their solar energy usage to their waste management and to the recent award winning energy storage system, it has given itself a target of 2020 to be the most innovative stadium in the world!
This detailed strategy tour through one of Europe’s most innovative and sustainable arenas will allow us to witness first-hand some of the inner mechanics of this exciting arena.
Hosted by the Amsterdam ArenA Management, this interactive tour will feature a first glance of the newly-expanded east side concourse, as well as the world-renowned innovation centre, pitch specifics and energy storage hub.
Strategy Tour Leader
Check out the incredible speaker line-up to see who will be joining Sander.