With little income from football matches at their stadiums, clubs everywhere are looking at innovative ways of raising revenue.
To this end, from July, Ajax fans will be able to dine right next to the pitch in the Johan Cruijff ArenA, Amsterdam.
For four weeks a pop-up restaurant will arise where guests, at an appropriate, 1 ½ meters distance from each other, will enjoy high end cuisine.
A visit to the Ajax dressing room, the players’ tunnel and the dugout are also on the menu.
Henk Markerink, CEO of Johan Cruijff ArenA, said:
Fans have had to miss out on soccer in the Johan Cruijff ArenA for quite a while now. That’s why we want to offer this unique experience to everyone.
The temporary restaurant is open from July 9 up to Sunday August 2, every Thursday through to Sunday evening and for lunch on Saturday and Sunday. A reservation is obligatory.
A maximum of 100 guests can dine each evening in the impressive ArenA in a spot that normally isn’t accessible for fans. Established ArenA-catering partners Label Hospitality and Maison van den Boer will provided the culinary three-course menus.
One of the world’s most sustainable stadiums, the Johan Cruijff ArenA is regarded internationally as a role model and consultant for modern stadium construction and operation.
The Amsterdam Innovation Arena serves as a living lab for developing innovative concepts for stadium management and event experience.