Amsterdam ArenA | KPMG | GLOBAL

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We deliver the results that matter

Creating the world’s first ‘smart’ stadium of the future with Amsterdam ArenA


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White chalk line on grass

Amsterdam ArenA, home of the famous Ajax Football Club, needed a special team to bring their unique vision to life. The goal? Create the world’s first ‘smart’ stadium of the future – featuring a digital ecosystem to deliver the ultimate in fan experience, safety, sustainability and overall efficiency. KPMG in the Netherlands’ team of digital experts produced a winning proposal for this ambitious initiative and, with spectacular results to date, the KPMG team and Ajax are set to meet the 2020 deadline. A new digital platform lets fans and concert goers connect to the 54,000-seat stadium via smartphone for directions from home right to their seats, including updates along the way regarding traffic jams and parking availability. The data-driven ecosystem also lets the Ajax team record and analyze every player’s movement and performance, not to mention monitoring the entire stadium – from the field’s grass health to security systems to beer consumption during events. 

Amsterdam ArenA’s ambitious goal is proving to be a winner. 

Wilco Leenslag, KPMG in the Netherlands

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