Venue vision: the future o sports facilities

Sports facilities are gradually evolving from their traditional role as mere venues for matches to embrace a comprehensive, multifunctional approach. This, along with much more, will be discussed at the upcoming Social Football Summit, scheduled for November 19-20 at Rome’s Olympic Stadium.

Among the featured speakers on one of the main stages will be Paolo Monguzzi and Jordi Penas—Stadium & Consumer Business Directors for Juventus and Barcelona, respectively—Populous’ Global Director, Declan Sharkey, and representatives from VivaTicket. This topic invites multiple perspectives, particularly when considering the impact of digitalization on the football industry.

New machine learning systems are increasingly being deployed to enhance the fan experience, as well as to streamline the logistical management of events. More immersive solutions are being introduced, aiming for future scenarios that could leverage advanced immersive technologies. Additionally, modern sports facilities are increasingly aligned with values such as environmental sustainability and social inclusivity. In this regard, the goal is to create energy-efficient structures that cater to diverse audience needs, while also addressing issues related to local economic impact and the broader phenomenon of sports tourism. Often, large sporting events—or facilities—have contributed to the redevelopment of peripheral urban areas.

The Allianz Stadium in Turin, for example, helped elevate the city’s international profile by featuring commercial areas and entertainment spaces around the stadium, appealing to broad public audiences. Similarly, Barcelona is undertaking an ambitious project called Espai Barça, aimed at renovating the stadium and developing a multifunctional sports complex with a total investment plan of €1.5 billion. This presents a significant business opportunity, especially given the potential benefits and partnerships that could be established with key industry players like VivaTicket.