News Release

Cisco StadiumVision Transforms Fan Experience at Amsterdam ArenA

Amsterdam ArenA uses leading Cisco technology solutions to create one of the world's most advanced sports and entertainment sites
Sep 23, 2011

Amsterdam, the Netherlands, September 23, 2011 – Amsterdam ArenA and Cisco are working together to design and realize a revolutionary sports and entertainment experience delivered by Cisco StadiumVision® technology. Amsterdam ArenA will provide visitors with targeted high-definition video and highly relevant digital content, culminating in an immersive multimedia experience for fans. For sponsors and advertisers it will open up new channels of communication and engagement with their diverse target audiences. Recently selected for the final of the UEFA Europa League 2013, Amsterdam ArenA is amongst the first football stadiums in Europe to deploy this Cisco solution, which will enable it to take the next step to further position itself as the entertainment center for Amsterdam and the surroundings.

Amsterdam ArenA Delivers Immersive Multimedia Fan Experiences

The Cisco StadiumVision solution will be installed by Amsterdam ArenA in collaboration with Cisco and KPN, a Cisco Registered Partner, before the launch of Amsterdam ArenA 2.0 on August 16, 2012.

StadiumVision will allow Amsterdam ArenA to centrally manage and control delivery of all digital video and content to approximately 600 high-definition displays throughout the stadium, keeping spectators engaged in the event at all times. This solution will enable the display of alternating information geared to specific visitor groups and different stages in the game or event; for example, information about a football match, including live video and customized backgrounds themed to support the game; relevant content linked to an entertainment event; advertising; or information about special promotions at the various concession and merchandise stands in the stadium – opening up new opportunities for event organizers, sponsors and advertisers to reach their target audiences and engage them through dynamic and interactive media.

The first phase of the project towards a highly engaging multimedia fan experience, delivered in August 2011, allows sky box visitors and VIPs to view exclusive premium video content, creating a differentiated experience from all other areas of the stadium. In the near future, fans in these areas will also be able to use StadiumVision to place orders via an interactive menu system. Fans throughout the remainder of the stadium will be able to enjoy similar experiences within the next twelve months.

A Single Platform for Innovation and Growth

In the past few years Amsterdam ArenA has connected all systems to a central IP network. Access control equipment, payment systems, security cameras and all video and content delivery, including Ajax TV, can now be centrally managed via a single, intelligent Connected Stadium network. This network forms the basis for the current fan experience transformation.

Within the next 2 years, Amsterdam ArenA will extend these capabilities beyond the stadium to engage visitors outside of the stadium. At home or on their way to the stadium, visitors will be able to receive information about the game or event on their smart phones, including travel instructions, information about the football teams or entertainers, and targeted advertising.

With this foundation in place, Amsterdam ArenA is well positioned to innovate and adapt to changing fan needs in a timely and effective manner for years to come.

Supporting Quotes

Henk Markerink, director of Amsterdam ArenA explains: "We operate in a highly competitive market. We have to ensure continuously that we can offer more and better facilities to both the organizers and visitors of sporting and entertainment events. A key differentiator is technology, which we can use to create added value for organizers, sponsors and visitors alike. Cisco StadiumVision technology provides us with one solution for creating and managing the delivery of high quality, world class experiences.. For visitors this means one integrated ArenA experience encompassing anything and everything they might be looking for – from digital tickets, travel instructions, information about the game, players or artists, merchandise, to fast food menus. All in all, visitors to Amsterdam ArenA can expect a much better experience than people watching at home."

Markerink added that the decision to take on this large-scale project with Cisco, and its Internet Business Solutions (IBSG) and Sports and Entertainment Solutions Groups, was driven by three underlying considerations: "First, Cisco is the global market leader in connectivity and networks, offering high-quality and reliable solutions. Second, as a company with vision and a strong focus on innovation, it is constantly developing new solutions and concepts. Finally, it has in-depth knowledge of the sports and entertainment sector, and how new technologies can enhance the experience of visitors. A visit to the Dallas Cowboys' stadium in the US, which effectively utilizes Cisco StadiumVision, convinced us of the system's value and possibilities."

David Holland, SVP and GM, Sports and Entertainment Solutions Group, Cisco: "Amsterdam ArenA is a prime example of how sports and entertainment industry leaders are embracing Cisco's customized technology solutions to deliver an enhanced fan experience and create unique marketing and sponsorship activation opportunities throughout the stadium. Amsterdam ArenA will transform itself to meet the unique needs of the variety of events that call it home, creating a truly remarkable and unforgettable event experience for visitors and partners alike. Cisco is excited about the opportunity to contribute to Amsterdam ArenaA's vision in the near term, while also developing leading solutions for the future."

"I am very proud of our collaboration with Amsterdam ArenA, one of the most beautiful and modern stadiums in the world," said Coks Stoffer, general manager, Cisco Netherlands. "The deployment of innovative technologies at sports and entertainment sites can significantly enhance the experience of visitors. On top of that, the Cisco StadiumVision solution offers these sites completely new features, including the building of visitor communities and opportunities to increase sales from advertising, merchandising and sponsorship."

About Amsterdam ArenA

Since 14 August 1996, the Netherlands has had a multifunctional stadium in Amsterdam: Amsterdam ArenA. This gives Amsterdam an events venue offering extensive possibilities. Amsterdam ArenA constitutes the home base of AFC Ajax. Amsterdam ArenA's home team and lessees also include the KNVB, Mojo Concerts, ID&T, Rocket Productions & Events and the André Rieu Group.

Stadion Amsterdam runs Amsterdam ArenA, the state-of-the-art multifunctional mega theatre of international appeal for the general public. Continuity is important in this regard. We take into consideration the interests of Amsterdam City Council, the Founders and the other shareholders. And we work closely with the primary lessee AFC Ajax, the catering organizations and other partners. In this way, the ArenA provides a home to all kinds of multicultural large-scale and small-scale events in which a high degree of service and goodwill towards the public are offered.

Quality and safety for visitors and staff are of the highest priority in this regard. Each year there are around 80 large-scale events with a total of over 2 million visitors. On average there are in excess of 20 Ajax matches, 4 KNVB matches, and more than 10 large-scale concerts and dance events. On top of this Amsterdam ArenA has some 100,000 visitors a year for the business events and each day there are guided tours with around 80,000 visitors a year. Besides the Amsterdam ArenA is actively involved in the design, construction and operations of sports venues all around the world, form China, Ukraine, Russia to Brazil.

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