Johan Cruijff ArenA wins golden Sabre Award

The Sabre Award is the Oscar under the communication prizes and was awarded at the beautiful Maritime Museum in Amsterdam on the 23th of May. From all over Europe, more than 2,000 cases were submitted for assessment. The Johan Cruijff ArenA has won the Sabre Award in the category 'Eintertainment'.

In the category 'Entertainment', the PR and content campaign for the replacement of the stadium seats were nominated for this award. You can find the case here:

Other finalists in the category 'Entertainment' were:
• Diablo III: The Haunted Experience Blizzard with Wenderfalck
• The Drama Kitchen-Sky Atlantic with Unity
• Museum of News-1 1 media with Grestodorchuk PR
• Optimus Prime Takes Over the Subway Station-NOS Audiovisuais with Lift World

More information about the Sabre Awards can be found here:

Project replacement stadium seats

In 2017, more than 53,000 stadium seats in the Johan Cruijff ArenA were replaced. The old chairs have been permanently reused and got a second life. Some of these chairs were sold through the Ajax webshop. The revenues went to the Ajax Foundation.

After more than 21 years, the ArenA chairs needed to be replaced. The Johan Cruijff ArenA is one of the most sustainable stadiums in the world. That’s why it was a logical choice to opt for circularity, or the sustainable reuse of chairs. Together with Ajax, the Amsterdam University of Applied Sciences, Ahrend, Presikhaaf and waste processor Van Gansewinkel, we have realized a great solution which also worked well for the Ajax Foundation.