Together with a redesign and refurbishment, a wide range of food and drink experiences delivered through innovative services will boost enjoyment of football matches, concerts and events at the ArenA. The new partnership is set to commence on January 1st 2024.
Levy, who counts eights Premier League football club stadiums within its portfolio, will be aiming to enhance the retail offer at the ArenA.
The Johan Cruijff ArenA is set to be the first stadium in the Netherlands to offer a variety of innovative self-service options. A group of supporters will be taking part in a trial tasting session prior to the first match in the new year.
The new checkout-free kiosk and self-order screens will initially be introduced in the Second Ring on the eastern side of the stadium in January, with a phased approach being deployed in the rest of the ArenA throughout 2024 and 2025.
Jon Davies, managing director at Levy Europe, said: "Securing the public catering for the iconic Johan Cruijff ArenA is not just an exciting win, it is testament to our commitment to expanding into Europe. We are thrilled that the Johan Cruijff ArenA will be a flagship site and with our shared passion for the planet we can showcase together that things can be done differently.
“We can’t wait to bring our market-leading taste of passion and innovation to the stadium and its fans. This partnership is not just about serving food and drink, it's about creating memorable experiences that elevate every moment within the walls of the ArenA."
Levy Europe was selected by the ArenA as their new partner based on their impressive climate net zero targets which align with the stadium's sustainability goals. These goals include a plant-forward approach, actively reducing meat protein, introducing eco-friendly options and minimising food waste.
Tanja Dik, chief executive of the Johan Cruijff ArenA, added: “We are keen to give all our visitors, from Ajax supporters to P!NK fans, an unforgettable experience. That is what we are all about here at the Johan Cruijff ArenA.
“Which is why we have teamed up with leading catering partner Levy Europe to take the next innovative step towards providing our guests with a great degree of customised convenience, service and event catering.”