Johan Cruijff ArenA

Johan Cruijff ArenA launches the Netherlands' first frictionless stadium bar

Published at 23 July 2026

As the first stadium in the Netherlands, we are taking the next step in hospitality with a frictionless bar. Powered by innovative AI and tracking technology, visitors simply pick up their drink or snack and walk away. The technology takes care of the rest. This allows us to keep the focus where it belongs: on enjoying the match or concert experience.

How does it work?

Getting a drink or snack has never been easier. Upon entering Bar14, visitors simply scan the digital wallet on their smartphone (Android or iPhone) and walk straight in.

Inside the bar, visitors pick up whatever they would like to purchase. From soft drinks and snacks to alcoholic beverages, everything is ready to go. There is no need to queue at a checkout.

Powered by advanced AI and tracking technology, the system automatically detects which items have been selected. Even if an item is returned to the shelf or multiple visitors pick up products at the same time, purchases are recorded accurately and reliably.

When finished, visitors simply walk out. Their selected items are automatically added to a virtual basket and charged to the payment method linked to the digital wallet they used to enter.

Privacy is a top priority. The technology operates without facial recognition or the use of biometric data. Visitors and their purchases remain completely anonymous.

Innovating together

The frictionless bar is one of the latest innovations introduced in partnership with our hospitality partner, Levy Europe. Levy has been a partner of the Johan Cruijff ArenA for almost three years and has established itself as a leading provider of hospitality and catering services for stadiums.