- July 30, 2026
- Posted by: SportsV
- Categories: Home News, Industry News, News, Press Releases
The Johan Cruijff ArenA is the first stadium in the Netherlands to introduce an autonomous checkout-free bar, revolutionising the matchday experience for fans to the ArenA. This high-tech bar kiosk uses advanced tracking and AI technology to capture visitor pickups or products and automatically take payment.
Using the system is easy, visitors are asked to simply tap their smartphone to pay on entry to the bar kiosk. This state-of-the-art equipment enables visitors to get served more quickly and efficiently. The checkout-free bar was used for the first time during the AFC Ajax v Burnley game on July 26th.
Working with Levy Europe, public catering partner to the Johan Cruijff ArenA, this new technology was trialled during the concert season at the venue, where it was met with an enthusiastic response, with over 12,000 fans passing through the kiosk and purchasing more than 17,000 beverages. The first Bar 14 in the ArenA is located on the Second Ring on the east side of the stadium. Bar 14 will be continually reviewed to ensure the best visitor experience at all times.
In addition to the checkout-free bar, visitors to the ArenA can quench their thirst with fully automated self-service beer dispensers. These innovative units were installed for the 24/25 season, located near Vak 121, Level 4 East, and alleviate wait times ensuring a quicker, more efficient service, with the capacity to serve 600 beers an hour.
How does the checkout-free bar work?
Using the system is easy, visitors simply scan the mobile wallet on their smartphone (android or iPhone) on entering Bar 14 and enter through the gates. Once inside, visitors are able to pick up the soft or alcoholic drinks and snacks they wish to buy and leave without any interactions with staff.
The bar utilises advanced smart tracking and AI technology to seamlessly and accurately record what each visitor selects, even if products are put back or if multiple people take products at the same time.
When leaving the bar, visitors do not have to queue up to pay, as the selected products are added to a virtual basket and automatically debited from method of payment from the digital wallet used on entry. In order to protect visitors’ privacy, no facial recognition or biometric data is used. Hence customers and their purchases remain anonymous.
The 2026 SVB LIVE Conference & Exhibition – focused on elevating the live experience – is being hosted at Everton FC’s spectacular Hill Dickinson Stadium, Oct 1st and 2nd, with an Opening Night Icebreaker at Liverpool FC’s iconic Anfield Stadium, Sept 30th. Levy’s Head of Technology, Harry Ridley, features on the stellar speaker lineup.
Innovative services
The checkout-free bar is one of the innovative services recently created by the ArenA and its public catering partner Levy Europe. Levy Europe, which has been the ArenA’s partner for almost three years is a renowned market leader in the field of catering and design for stadiums. By offering services such as the checkout-free bar and self-order screens, the ArenA and Levy Europe are focussing on providing the ultimate visitor experience to the venue’s two million annual visitors.
About the Johan Cruijff ArenA
The Johan Cruijff ArenA has been the football stadium in the Netherlands as well as the home base of AFC Ajax and the Dutch national team for nearly 30 years now. It also serves as a multifunctional venue for major national and international music, dance and corporate events.
These activities are organised in close collaboration with various partners, together with whom we provide state-of-the-art facilities and ensure safety and an optimum experience for the public. We create meaningful memories whilst giving due consideration to our surroundings and the next generation.
About Levy Europe
Levy is market leader in the UK and Ireland in the field of catering for sport and events. Levy is partnered with some of Europe’s biggest and best stadiums and event venues. These include the Johan Cruijff ArenA, the All England Lawn Tennis Club, The O2, Tottenham Hotspur Stadium, Excel London, the Scottish Event Campus, Allianz Stadium, the National Theatre, Aviva Stadium and Edgbaston Stadium.
Levy Europe enters into solid partnerships, creating a bespoke F&B concept, service standard and cutting-edge design at each and every venue. The core focus is the guest, and Levy is engaged in data-driven innovation. Their passion for the planet is palpable throughout the organisation and delicious dishes are served.
Levy’s culinary team creates menus largely consisting of seasonal dishes using local ingredients. Levy Europe forms part of the Compass Group PLC – a FTSE 100-listed business and global market leader in food services.
Source & imagery, courtesy of Johan Cruijff ArenA
SVB LIVE provides an unrivalled global community, with opportunities to network, collaborate and explore new possibilities year-round via the SVB LIVE Business Club.
Check out the latest sports & entertainment venue development data from across the globe in the exclusive, subscription-only, SVB Global Report here.
