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Change the Game

Join the challenge, redefine our stadium experience and see your solution get implemented!
>  Launching partners to help you scale globally
>  Co-funding for development up to € 20.000,-
>  Access to cutting edge technology
>  Commercial contracts for solutions with a solid business case
Curious to see which organisations made it to the finals? Click here to see our finalists!

The final whistle has blown. Change the Game is now closed for submissions.










We are looking for innovative solutions to take our visitor experience to the next level. Work with us as equal partners in the sport and entertainment business to scale your  solution in our stadium.

Through Change the Game, we invite you and your team to work with us as equal partners to tackle five of our most urgent visitor experience-focused challenges and turn your first-class solutions and development roadmaps into reality. The Johan Cruijff ArenA and partners could be your implementation environment, helping you to showcase and test your solution in a full stadium!

More quality time

Do you have a solution to stimulate our visitors to arrive earlier and/or stay longer at the stadium?

Read more

A Ticket in a Minute

Do you have a solution that can help us optimise seat allocation and add new services for our visitors?

Read more

Excellent Experiences

Do you have a solution that can make the journey to and in the stadium as personal as possible?

Read more

Seize the Moment

Do you have a solution that allows our visitors to fully experience and enjoy more moments that matter?

Read more

Distance Doesn’t Matter

Do you have a solution that allows our visitors to get even closer to the spectacle, from inside or outside of the stadium?

Read more


The Johan Cruijff ArenA could be your vehicle to implementation by high-end customers worldwide, as it will host Ajax matches and several matches Euro2020, making the Johan Cruijff ArenA a premium launching platform. The Johan Cruijff ArenA can provide you with the means to give your solutions real impact by engaging in our Fieldlab development environment and, together with our partners, give you the space, guidance, and resources to successfully further co-develop and implement your solution. Our collaboration could take on many forms and we will work with each selected team to identify the best fit with their solution and market. We respect ownership of intellectual property rights. You can read about our approach to intellectual property here.

Ready to join? Go to our collaborative innovation platform to join our community and submit your solution or check out all the other awards.

A physical space

Develop your solution in the Johan Cruijff ArenA with access to innovative facilities, our well established and organized datalake, and advanced wireless and connected communication facilities including a testbed for exploring 5G connectivity

A process

90 days in which you are supported by relevant partners to help you deliver and further develop your solution


Possibility to receive technology, consulting and financial resources to support your roadmap


Active communication by JCA about your solution: both online and on stadium- or event related conferences worldwide


From January 22 to March 22, 2019, you are invited to submit your solutions on our open innovation platform. On the platform, our experts will work with you to improve your solution and explore potential fit with Johan Cruijff ArenA and partners. The teams with the most promising solutions are invited to come to the Collaboration Event in May in Amsterdam. Here, selected organizations and their solutions will be chosen to continue to work with the Johan Cruijff ArenA and enter the Fieldlab phase.

In the Johan Cruijff ArenA fieldlab, you have the opportunity to work with one of the most innovative stadiums in the European market, as equal partners to implement and showcase your current solution. We we want to demonstrate the most innovative solutions during Euro2020, where we will host several football games. Your solution might be the match that we want!

Change the Game with us and submit your solution here!

Submission Phase

Final Selection Phase

Collaboration Event


Frequently Asked Questions

We are primarily looking for first-class solutions, whether they are from startups, scale-ups, small to medium enterprises, or larger organisations. First-class solutions should be able to be implemented in our stadium and have the opportunity to be further developed together with us and our partners in the Fieldlab. Participants can sign up on the platform as an individual and submit a solution as an individual or as part of a team/organisation.

We have a dedicated online challenge platform where participants can submit their solutions. During the submission period from January 22, 2019, special challenge teams comprised of subject matter experts work with participants through the platform to enrich and validate their solutions and determine if they are a good fit for Johan Cruijff ArenA’s business. After submission closes March 22, 2019, the submitted solutions can be enriched for one additional week. In the period during the online phase and directly after this phase the Johan Cruijff ArenA select the most promising solutions for the Collaboration Event, to be held in May 2019.

After the collaboration event in May 2019 and if a collaboration agreement is agreed upon you are invited to develop your solution in the Fieldlab, the stadium as a testing environment with subject matter and industry experts, mentorship, an accelerator program, and other support.

The selected organisations and its solutions will be awarded with support and cooperation aimed at bringing their solutions to market, using the Fieldlab approach. Johan Cruijff ArenA and its partners will provide them with access to the Fieldlab, the stadium as a testing environment.

During the online phase, participants will gather unique insights from experts that validate, co-develop and evaluate their solutions within a growing smart stadium community, based on true collaboration.

Our ultimate goal is to innovate together! This collaboration could take on many forms, like a collaboration agreement, having Johan Cruijff ArenA as a launching customer, organising partnerships across the value chain, or investment in the Fieldlab. The awards are hard to monetise upfront, but the value will be substantial, especially since we are focused on forming long-term partnerships and commercialisation.

Our aim is to maintain our status as the stadium of the future. Change the Game is about more than acceleration: it is a co-development partnership based on bringing your innovation to deployment. For this, the ArenA Fieldlab is supported by the European Union European Fund for Regional Development. It will give you the right access, acceleration and means to develop your concepts and spread them across the world, via our Fieldlab. In turn, it will give Johan Cruijff ArenA access to the newest innovations to help us achieve our innovation goals, create new business and valuable partnerships, and improve our own processes. Everybody wins.

We respect ownership of intellectual property rights (IP): your IP remains yours; ours remains ours. What we create together during the process will be our joint IP (yours and ours), unless agreed otherwise beforehand. Before we start creating joint IP, we discuss a high-level arrangement which can range from IP that remains 100% your ownership (and is licensed for usage in Johan Cruijff ArenA on favourable terms) to full joint development and exploitation. We jointly commit to a Fieldlab period tailored to your solution, ultimately until July 2020, to work on a commercial collaboration agreement. If one of the partners indicates within the Fieldlab period that it has no interest to negotiate further, the shared IP will be allocated to the other party. If neither party indicates that it has an interest to negotiate further, the shared IP will become available for both parties to use freely.

There is no single best approach to submitting a solution. The quality of the solution is the most important factor. It is important to get people to read your solution in the first place. We recommend that you use a clear and compelling title and make sure there is a clear and brief abstract or management summary. It is also highly recommended to use images and attachments.

The objective is also to let your solution grow and further develop, together with Johan Cruijff ArenA and its partners.

Johan Cruijff ArenA and partners determine which solutions will be selected. they look at include:

Fit with Johan Cruijff ArenA and the Change the Game program

The extent to which the proposed solution creates synergies with the Johan Cruijff ArenA and the Change the Game challenge program, focusing on implementation and development

Business Potential

The extent to which the solution validates user needs and has the right market potential

Feasibility of the solution

The feasibility of the solution with identified risks technical capabilities needed for implementation and development

Quality and maturity of the team

The experience, capability and scalability potential of the team of the organisation behind the solution


The uniqueness of the solution compared to other solutions available

We will contact you during the online phase if you are selected. We will make the final selected organisations known end of March 2019. We will contact you for further details on the process.

Those who did not make it to the Collaboration Event will receive a message during the course of May 2019. We will keep all participants informed about what’s going on during the remainder of the challenge.

During the Collaboration Event, participants will work closely together with Johan Cruijff ArenA experts and partners to analyse the current possibilities of implementation. And, jointly develop a roadmap for further innovative development towards the Fieldlab phase.

Each organisation will get feedback depending during meetings and workshops on the specific needs and development phase of the team. With this feedback, along with the development areas you have identified yourselves, you will work in small groups with our experts. At the end of the event we hope we can start collaborating together. This will be agreed upon between each other in a collaboration agreement.


Want to be kept up to date regarding the challenge or do you have a question? Please sign up here and join the platform.

Ready to submit your solution? Go to the platform and sign up for free!

If you have another question, please fill in the form on this page or send an e-mail to