The European Stadium & Safety Management Association (ESSMA) held its annual Summit November 12-13 in Madrid, Spain.
The event featured inspirational keynote speakers, innovations from corporate partners, in-depth seminars and a full track on sustainability to bring a standard throughout the industry.
Pablo Jiménez de Parga, assistant corporate director at Atlético de Madrid, provided a 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.
The Safety and Security Seminar featured a diverse panel of experts who presented insights and case studies on ensuring safety while creating welcoming environments in sports venues. The 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.
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.
During the session on stadium development, which centered 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.
Stadium Industry Awards were presented in four categories:
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 visualize 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.
Day two of the summit 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 prioritize their efforts; they observed how Peter McKenna maintained a zero-waste-to-landfill record since 2014; and were presented with “Sustainable Strategy Workshop: The Green Event Standard as industry standard.”
Day two also featured MasterMind sessions, a panel debate and more.
