THE ARENA GROUP CONSULTING
Strategic advice and operational support for future-proof stadiums
A modern stadium is more than just a place where football is played for ninety minutes or where sports take centre stage. It’s a 365-days-a-year meeting space for businesses, fans, and the wider community. With years of experience operating some of Belgium’s leading stadiums, The Arena Group Consulting supports clubs, investors, and developers in turning that vision into reality.
From concept to operation
We are experts in stadium profitability. Our consultants are involved from the earliest design phase, advising on all critical elements for a successful long-term operation:
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Flexible halls, hospitality areas, conference and event spaces that can easily switch between sports, business and public events.
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Parking strategies, bike access, flow management, backstage & catering facilities, IT & connectivity, safety requirements.
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Pricing and sales strategy, sponsorship and hospitality concepts, marketing flows, CRM implementation.
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Detailed P&L simulations, break-even analysis and ROI calculations for clubs and investors — including guidance on grants and funding structures.
Specialised expertise that makes the difference
Community integration
We advise on how a stadium becomes a vibrant, community-driven hub for culture, education and local initiatives — in close collaboration with city stakeholders.B2C concepts & productions
Development and delivery of public-facing concepts like pop-up fitness, kids camps, concerts and experiences that bring stadiums to life year-round.Matchday & hospitality innovation
Drawing on deep event experience, we develop new fan engagement strategies, premium hospitality concepts and fresh revenue models for matchdays.Data & technology
Smart-stadium applications, sensors, crowd management tools, fan apps and cashless systems that maximise both experience and profitability.Sustainability & regulation
Guidance on energy efficiency, circular materials, mobility plans and accessing local or EU subsidies.
Advisory and execution support
Already managing a stadium and looking to boost non-matchday revenue? We offer hands-on support, including:
In-depth audit and strategic growth plan
Full commercial management (if desired)
Training & coaching of your internal teams for long-term results
Why choose Arena Group?
Proven track record
Operational success in major Belgian stadiums and experience with international benchmarks.
Independent expertise
We don’t sell construction — we think like operators and entrepreneurs.
Turnkey approach
From business case and concept to daily operations.
“When I visit world-class stadiums on non-match days, I don’t just see empty stands, I see missed opportunities.”
“I’ve always found it annoying to see world-class stadiums vacant for most of the year. When I visit them on non-match days, I don’t just see empty stands, I see missed opportunities. These impressive structures, built with so much pride and passion, sit vacant for over 340 days a year, while still costing money to operate. That disconnect drives my work at The Arena Group. Leaving stadiums idle is a wasted opportunity and a financial risk for the organizations and communities that have invested so heavily in these structures. European club owners face a risky financial model, relying heavily on player sales while their stadiums unused. The transfer market’s unpredictable returns create economic risks, with player prices moving up and down based on performance and market conditions. However, strategic stadium use offers a promising alternative. When used strategically, stadiums can become great sources of income. Events, business rentals and mixed-use development are proven ways to turn unused space into a stable revenue flow.
During The Arena Congress in Antwerp this year, I saw that shift starting to happen. As stadium owners, event professionals, and city planners came together, the energy shifted from resignation to possibility. For example Richard Dekker from Compass Group, pointed out that in the Netherlands, only “50% of stadium revenue comes from match days, while half comes from other events. What separates these success stories from the struggling majority is the mindset. The willingness to see beyond tradition. To understand that a stadium’s purpose extends far beyond match days. As Stijn Vermoere of Club Brugge put it: ‘It’s not a football club with a stadium but a multifunctional stadium with a football club.
The path forward lies within honoring your investment by maximizing its potential, for your organization, your community, and your legacy. I believe the next decade will redefine what it means to own and operate a stadium. The only question is: will you be at the forefront of this evolution, or will you be forced to catch up? ”
At The Arena Group Consulting, we turn expertise into tangible results — helping every stadium become a vibrant, profitable and future-focused platform, every day of the year.
Let’s talk
Reach out to explore how we can help elevate your stadium project, in return, community impact and long-term value.