ESSMA Fan Entertainment Workshop at Allianz Stadium, Turin

The European Stadium & Safety Management Association (ESSMA) will assemble during the Fan Entertainment Workshop. This event will take place in Turin (Italy) from 3 to 4 October at Juventus FC’s Allianz Stadium.

The overall theme of this 2-day workshop is ‘different ways to improve fan attendance in stadiums’. With topics like fan segmentation, fan relationship management and loyalty programs, participants will get valuable and practical insights.


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Last year’s keynote speaker Francesco Gianello (Stadium Director Juventus FC) and his team will welcome us in Turin. We have confirmed speakers from Manchester City FC, European Professional Football Leagues (EPFL), Allianz Park (Saracens), Juventus FC and more.


Already attending

We can already welcome representatives from LNR, Baku Olympic Stadium, Stade Rochelais,… Don’t miss out and book your spot for an interesting workshop, giving you the chance to take home key takeaways and to network with your peers.



WhatESSMA Fan Entertainment Workshop

Where: Allianz Stadium (Juventus FC)

Date: 3-4 October 2017

Goal: Organize discussions on the future of fan entertainment, share best practices and valuable content, take home key takeaways on how to improve fan attendance

Topics: Match day fan zones, fan relationship management, match day content and activation, fan segmentation, loyalty programs

Speakers: Juventus FC, Manchester City FC, EPFL, Allianz Park (Saracens), FC Grenoble Rugby

Participants: Representatives of ESSMA member Leagues, Federations, Clubs, Stadiums & ESSMA Stadium Partnersand ESSMA Strategic Partners 


Allianz Stadium

The décor of ESSMA’s Fan Entertainment Workshop will be Juventus FC’s Allianz Stadium. The stadium, which replaced the old Stadio Delle Alpi, opened in 2011 and has a capacity of 41,507. Taking two years to build, its trademark features are the close proximity of the stands in relation to the pitch, and two pairs of concrete masts forming triangular shapes at opposite ends outside the stadium.


The first official competitive match on this new ground was Juventus-Parma, played on 11 September 2011, which Juventus won 4-1. In 2014, the stadium hosted the UEFA Europa League Final.



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Testimonials from previous tours:


“The ESSMA workshop is fantastic, it genuinely is. I came all the way from England to be here. I must say that whilst these workshops are ongoing I wholeheartedly would say to anyone that is thinking about coming, please do and share ideas. There are very good people in the room and this is how you grow your football business.”


Anthony Emmerson – Supporter Growth & Services Manager, Stoke City FC 


“I’m happy we attended ESSMA’s Fan Entertainment Workshop in Valencia last year, because it was very interesting for us to get notes of our colleagues, from other stadiums and organisations.”


Thomas Franke -VfL Wolfsburg Head of Infrastructure and Organisation 

Posted on 08/09/2017 in: