The modern stadium is no longer just a simple arena dedicated to sports but a continuously evolving ecosystem capable of integrating business, entertainment, and relationships. This was the central theme of the panel at SFS organized by Infront, featuring experts such as Javier Doña (Senior Stadia and Sports Management Advisor – Grandstand JD), Rolando Favella (Udinese), Alessandro Giacomini (Infront), and Stefano Deantoni (Infront), key figures in the management and innovation of sports facilities.

The discussion highlighted how stadiums have become true urban catalysts, playing a multifunctional role that enhances their attractiveness while simultaneously complicating their management. “Supporting the growth of football operators, such as those who use stadiums. We are talking about a container of content, which must be conceived following a feasibility study to ensure its acceptance by the community in which it is located, depending on the social and economic context in which it operates”, stated Deantoni.

One of the key topics that emerged was the use of technology to enhance the spectator experience. Tools such as facial recognition can facilitate access to the venue, while digitalization and the use of drones are helping create a new image of stadiums, making them more attractive to investors. Another fundamental objective is to extend the time spectators spend inside the stadium by creating spaces and services that boost revenue generation and engage different stakeholders.

Javier Doña provided an overview of the differences between Italy and Spain in the development of stadium infrastructure: “The American market plays in a different league. In Europe, however, the development of stadiums, particularly in Anglo-Saxon countries and Germany, has seen significant progress, while in Italy and Spain, the level remains quite similar. In Spain, we have made good progress, but it is still not enough. In the future, especially for Spain, we aim to improve ahead of the 2030 World Cup, marking a turning point. But this also applies to Euro 2032. We must analyze the market before considering its architectural design”.

A significant case study is that of the Dacia Arena in Udine, now Blue Energy Stadium, which has successfully transformed into a key hub for the local area. “The bureaucratic processes were extensive, but the stadium as a property has become a fundamental asset. Blue Energy, which also serves as the legal naming, has given a sustainable boost to the stadium, with a photovoltaic system under construction. Udinese was also one of the few clubs present at COP29 in Baku“, explained Favella. The numbers speak for themselves: from pre- to post-renovation, ticketing revenue has increased by 16%, with a shift from a 45,000-seat stadium to a 25,000-seat one, which, despite having fewer seats, has generated higher revenues thanks to a high-level hospitality area and the organization of extra-sporting events, which now exceed 80 per year, with projections reaching 100.

During the panel, the need to move away from the municipal stadium model and adopt the English approach of direct club ownership was also discussed. “In Spain, as of today, tertiary investment projects must be linked to those related to the stadium, marking a tangible shift from past trends”, emphasized Doña. However, the evolution of the stadium as a strategic asset requires significant investments and a regulatory framework that facilitates this transformation.

Looking ahead, Giacomini outlined Infront’s vision for the growth of stadiums in preparation for the 2032 European Championship: “We have analyzed the stadiums we work with, seeking to understand their current status, thanks to a pool of professionals. We need to make stadiums come alive throughout the year, which is why our project is called ‘Infront365’. Football as a product must grow, and we want to drive this transformation through all the services we can provide”.

The stadium of the future, therefore, will not only be the beating heart of sporting activities but a dynamic hub capable of attracting investments and becoming a driving force for clubs, cities, and fans.