Case study: Dutch football stadiums as multifunctional entertainment centres

In the Netherlands, football is a mainstay of the entertainment industry. The professional football calendar has 800 matches every year and 250,000 football fans visit the matches of their favourite clubs every week, contributing a massive 2.9 billion euros to the Gross Domestic Product. Yet there is huge untapped financial potential up for grabs in Dutch football stadiums. Danny Thakoer, owner of IT Company, The Chief Architects, recently graduated from the Football Business Academy and sees a plethora of opportunities to use existing and future technologies to tap into previously untapped revenue sources. For his Master’s study, he conducted research into the high-tech stadium of Mexican football club, Cruz Azul. The results set a benchmark for exciting opportunities to also increase revenues for Dutch stadiums while at the same time expanding the club’s brand value, a crucial factor for long-term success. Based on his newly acquired knowledge, extensive know-how of technology and his immeasurable passion for football, Thakoer plans to transform stadiums in the Netherlands into profitable multifunctional entertainment centres. 

Thakoer’s research focuses on four key pillars: the fan experience combined with technology, hospitality, use of the stadium on non-game days and sponsorship. The report reveals how these pillars can contribute to Cruz Azul’s financial growth and provides recommendations on the goals that can be achieved. The findings of the report also provide important insights into some golden opportunities to optimise the use of Dutch football stadiums. The main findings are: 

1. Opportunities to enhance hospitality and VIP experiences

The development of premium hospitality lounges, VIP boxes and special access areas for fans is a key recommendation. These high-end services not only offer an enhanced experience to die-hard fans; they also provide a lucrative boost to Food & Beverage (F&B) sales. Although such transformations come at a high initial cost, comparisons with other stadiums show that the investment can quickly pay for itself through increased ticket prices, higher spending per fan and an increase in the number of events.

2. Improve fan experience through the use of technology

Introducing modern technologies such as a cashless payment system, an atrium and a mobile app for in-seat ordering, live updates and fan interactions can significantly improve the overall fan experience while generating additional revenue. Like Cruz Azul, Dutch stadiums can use data analytics to better understand the behaviour and preferences of their fans. This can offer up the opportunity to deliver personalised experiences and targeted marketing campaigns to increase fan engagement and loyalty.

3. Stadium use during non-match days

The report recommends using the stadium for a wider range of events, such as concerts, corporate events, museum exhibitions and tours. This will generate ongoing revenue and boost the stadium’s profile as an attractive venue in the city especially with an eye to enticing interesting generations such as millennials and Generation Z, who not only love football but are also interested in other forms of entertainment such as music and technology. By capitalising on this, the stadium will be seen not only as a sports venue, but also as a potential cultural and social hub. Through this integration, stadiums can increase their relevance and appeal while, at the same time, strengthening their bond with the local community.

4. Focus on sponsorship

By selling the stadium naming rights and developing premium sponsorship packages, stadiums can generate significant additional revenue and enable clubs to cover stadium management costs. However, the cultural resistance among fans to commercial names for stadiums remains an obstacle to be overcome. It is, therefore, important to create unique sponsorship packages that align with the brand values of partners but also uphold the values of the club. There is also an opportunity to capitalise on sustainability trends, such as the use of renewable energy, water-saving installations and sustainable building materials. This is attractive to sponsors who value corporate social responsibility.

The future is now

Owners of Dutch football stadiums who want to take control of the financial growth of their stadium would do well to run with the ball and seek advice from Danny Thakoer without delay. Thakoer ‘It is important not to miss the boat! Other venues are also investing in the future, and you don’t want to be left behind. In fact, you want to get ahead of the game! That is why it is important to start implementing optimisation measures now, wherever possible. During my research, I identified many quick wins that can be implemented in stadiums in the short term. Every improvement you implement today, will impact revenues tomorrow and into the future. Larger-scale adjustments can be implemented successively as and when convenient – for example, when a stadium is in the process of being renovated. But then it is of utmost importance to develop a vision now of where you want to go with the stadium in the future. It would be a terrible oversight if the peripheral issues that are necessary for, say, free Wi-Fi, segmented entrances, time slots and interactive experiences are not immediately included in the renovation. 

Such opportunities don’t arise very often, that is why I like to get round the table with stadium owners in the short term. In the Netherlands, I am the only discussion partner who combines IT knowledge with such extensive stadium knowledge, gained during my studies. I am also known for not only coming up with plans, but also making them happen. For example, I am already developing an app to improve fans’ experience in the stadium. And that is just the beginning. I have plans that will revolutionise the way football stadiums are used. So, if you want to reap the benefits of my knowledge and expertise, and be first to find the back of the net, come and talk to me and discover where the golden opportunities lie!’