Privacy Statement of the Johan Cruijff ArenA
This Privacy Statement explains which personal data we collect, why we collect such data and what we do with it. This Privacy Statement applies to the personal data that we process about you through our website, as well as during your visit to the Johan Cruijff ArenA.
We may amend this Privacy Statement from time to time. We therefore recommend that you review it regularly. If we make changes to this Privacy Statement that affect you, we will inform you of those changes on this page or otherwise announce them on www.johancruijffarena.nl before the new activities commence.
WHICH PERSONAL DATA DOES THE JOHAN CRUIJFF ARENA PROCESS?
Personal data that you provide to us
If you order admission tickets through our website to attend, for example, a football match, concert or stadium tour, we will ask for your name, address, place of residence, telephone number, email address and payment details, such as your bank account number or credit card number. We process these data in order to properly handle the reservation. For the provision of information relating to admission tickets for Ajax matches, we may exchange your data, namely your name, address and place of residence, with Ajax. We do this because Ajax coordinates ticket sales for Ajax matches. Click here for Ajax’s privacy statement. When you contact our customer service department, or when you contact us in another way, for example via social media, we may process the above-mentioned data in order to assist you as effectively as possible. We process your personal data for the handling of orders or for making offers. For example, when purchasing admission tickets, you may be informed about offers, packages or merchandise from our webshop. It is not possible to opt out of this. In addition, the ArenA provides additional services to make your visit easier. For example, you can place an order from your seat and receive a notification when your order is ready.
During your visit to the Johan Cruijff ArenA, you may use the Frictionless Bar, a cashierless bar offered by our caterer Compass Group Nederland B.V. (‘Compass’). The Frictionless Bar is accessible to adults only. Upon entering, you scan your payment card. The system automatically records which products you take and charges the total amount when you leave the bar. This enables you to make purchases quickly and efficiently during busy moments in the stadium.
The Frictionless Bar uses cameras, sensors and an AI system. The cameras record video footage of visitors in the bar. The AI system analyses these images to recognise movements and, on that basis, creates an avatar. This is a type of figure composed of joint points, without a face or other identifying features. No facial recognition takes place.
In this context, we process the following data:
Data - Retention period
Video footage (local) - 24 hours
Video footage in the event of a disputed purchase (cloud) - 1 week
Digital avatar and technical session data - 1 week
Encrypted payment card data (BIN number and last four digits) - 1 year
Product selections, purchase amount and time of purchase - 1 year
Email address (digital receipt) - 1 week after dispatch
The Johan Cruijff ArenA and Compass are joint controllers for the processing of your personal data within the Frictionless Bar. We process your personal data on the basis of our legitimate interest. Our interest is to offer a fast and reliable cashierless bar during busy events in the stadium, enabling visitors to make purchases without waiting. You have the right to object to this processing. Further information about your rights is provided at the bottom of this Privacy Statement.
We use your data for the following purposes:
Purpose - Data
Recording product selections and processing payment - Digital avatar, payment card data, product selections
Assessment of disputed charges - Video footage, product selections, payment card data
Diagnosis and resolution of technical malfunctions - Session data
Audit and accountability - Session data, payment card data
Analysis and improvement of the AI system - Anonymous data
The AI system is provided by AiFi Inc., established in the United States, which uses service providers for cloud storage, payment processing and technical support. Some of these parties are located outside the European Economic Area (EEA), including in India, the Philippines, Kenya and Albania. In such cases, we ensure that appropriate safeguards are in place, such as the Standard Contractual Clauses. You may request more information or a copy of these safeguards via privacy@johancruijffarena.nl.
If you disagree with a charge or with the products charged to you, please contact us at privacy@johancruijffarena.nl. If you prefer not to use the Frictionless Bar, you can always use a regular checkout elsewhere in the stadium.
For your safety and ours, the Johan Cruijff ArenA uses camera surveillance. We do not retain the footage for longer than the period required by law. We retain this camera footage in order to comply with legal obligations, such as court orders relating to the detection and prosecution of criminal offences. We may disclose these personal data to the competent authorities in order to protect our rights and property. It is not possible to opt out of this processing. In some cases, camera footage may be processed for additional services. For example, the ArenA may provide you with access to the stadium by means of facial recognition. This will only take place if you have given your explicit consent. In addition, photographs and videos of the audience are taken during events at the Johan Cruijff ArenA. To provide you with a lasting memory of your visit, you may later view and save footage in which you appear for personal use. This footage is deleted 48 hours after the event. The Johan Cruijff ArenA relies on legitimate interests for this processing.
During your visit to the Johan Cruijff ArenA, you may use the Johan Cruijff ArenA’s Wi-Fi network free of charge. To access the network, you must create an account. You can do this by providing your first name, surname and email address. You may also choose to log in through a social media account. In that case, we receive your first name, surname and email address from the social media provider. To use the Wi-Fi network, you must accept the terms and conditions. To ensure that you do not have to log in again on each visit, we retain your email address to provide you with automatic access to the Wi-Fi network during a subsequent visit. We retain your email address for one football season. The terms and conditions also state that we may use your email address to invite you to participate in a customer satisfaction survey aimed at improving our services. The Johan Cruijff ArenA relies on legitimate interests as the legal basis for this processing. Participation in the customer satisfaction survey is entirely voluntary. In addition, you have several choices on the Wi-Fi login page. For example, you may subscribe to the newsletter of the Johan Cruijff ArenA and/or the newsletter of AFC Ajax. If you choose to do so, the ArenA and/or Ajax will use your email address to send you these newsletters.
When you register to receive our newsletter and promotional activities, we ask for your first name, surname and a valid email address. In addition, we ask you to provide your telephone number on an optional basis. We use these data to send the Johan Cruijff ArenA newsletter and promotions in order to inform, interest and engage you. We also use these data to offer products, services and events of the Johan Cruijff ArenA, the partners of the Johan Cruijff ArenA or other parties with which the Johan Cruijff ArenA cooperates. You can always unsubscribe if you no longer wish to receive this information.
During the stadium tour, young visitors have the opportunity to play a number of games. Personal data may be processed in that context, such as a name, location data and/or data from your mobile device. This will only take place if you have given your consent.
If you use the parking spaces on the ArenA deck, we ask for your name, licence plate number and telephone number. We do this in order to recognise you and your vehicle when you enter the ArenA deck through the barriers. We may also use your licence plate number to contact you in an emergency or if there is an issue with your vehicle, for example if your car is parked incorrectly. Before or after your visit to the Johan Cruijff ArenA, you may use our accessibility page. The accessibility page is an online platform that enables you to compare the different travel options to the Johan Cruijff ArenA. The platform also contains links to other parties, for example to purchase a train ticket or reserve a parking space. For this purpose, that party will request information from you in order to correspond with you, make a reservation or complete a registration. We do not receive these data.
You may visit the accessibility page without telling us who you are or providing any information about yourself. However, we do ask for an address, place of residence or postal code in order to provide you with travel advice. Only the postal code is stored. In addition, we store the travel advice provided and the selected travel preference. We conduct research in order to improve the route information provided and the user experience of the Johan Cruijff ArenA accessibility page. The results of these studies can never be traced back to an individual. However, we may use your IP address for this purpose to combine data, for example to compare your travel preferences with your survey responses after an event. We will, of course, always ask for your consent before doing so.
The Johan Cruijff ArenA is there for everyone: young and old, people with visual impairments, wheelchair users and people with a temporary impairment. In recent years, we have made every effort to make the stadium as accessible as possible for everyone. In order to assist you as effectively as possible during your visit to the Johan Cruijff ArenA, we may in some cases ask you to provide sensitive data concerning your medical condition. These data are deleted immediately after your visit to the Johan Cruijff ArenA.
Personal data provided to us by third parties
If you purchase a ticket for an event through a ticketing partner of the event organiser, that party provides us with a file containing ticket numbers and surnames of ticket purchasers. We use this information to enable admission at the entrances to the Johan Cruijff ArenA.
Please note that our website and social media platforms contain links to third-party websites. We are not responsible for the security and/or privacy policies of third-party websites. We therefore recommend that you carefully read the privacy statements of those third parties before sharing your personal data with them.
Personal data of others that you provide to us
You may not always order admission tickets for yourself, but also for or on behalf of other people. We point out that it is your own responsibility to make the individuals whose personal data you provide to us through the website aware of how the Johan Cruijff ArenA uses those personal data and that they accept how the Johan Cruijff ArenA processes their personal data, as described in this Privacy Statement.
Personal data that we collect automatically
When you use our website, certain data, such as your IP address, browser type and operating system, are collected passively and stored in our server logs or those of our service providers. We also use cookies and navigation data, such as Uniform Resource Locators (URLs), to collect data about the date and time of your visit, the solutions and information you searched for and viewed, and which advertisements placed on the website you clicked on. This type of information is collected to increase the usefulness of our services and to better tailor the website to your specific interests and preferences. More information about our cookie policy, including which cookies we use and for which purposes, can be found here.
Other processing activities
Innovation is part of the Johan Cruijff ArenA’s DNA. We see data as a catalyst for that innovation. For that reason, we have developed a platform on which we store data in order to perform analyses. This may include data about the health of the pitch, purchases made by visitors during events and the way in which visitors move through the ArenA. All data used for this purpose are anonymised from the moment the information is initiated. This means that no personal data are processed in this context. For example, in relation to purchases, we only store what was purchased, not who purchased it. For more information about Amsterdam Innovation Arena, click here.
During your visit to the Johan Cruijff ArenA, we analyse how visitors move through the stadium. We do this by tracking the Wi-Fi signals emitted by mobile phones. This helps us determine the number of visitors at different locations and times within the Johan Cruijff ArenA for purposes of visitor safety, visitor experience, service development and service provision. These data can never be traced back to a specific individual. If you do not want us to use your data for this purpose, you can disable Wi-Fi on your mobile device.
IN WHICH CASES DOES THE JOHAN CRUIJFF ARENA SHARE YOUR PERSONAL DATA WITH THIRD PARTIES?
We may make your personal data available to third parties, such as service providers, that offer certain services and products on our behalf or together with us, including admission tickets offered through the website, and that help us communicate with you. This includes, for example, sending emails, analysing data, providing marketing support, processing payments and using customer service. We require these service providers to undertake that they will use your personal data only to the extent necessary to provide the relevant services to you, wholly or partly on our behalf. We will not sell your personal data to third parties and we will not process your personal data outside the European Union without your prior consent.
HOW LONG DOES THE JOHAN CRUIJFF ARENA RETAIN YOUR DATA AND HOW DO WE SECURE YOUR DATA?
We do not retain your personal data for longer than is legally permitted and necessary for the purposes for which you provided your data. In addition, we have implemented appropriate technical and organisational measures to protect your personal data against loss or any form of unlawful processing.
YOUR RIGHTS IN RELATION TO YOUR PERSONAL DATA
You have various rights in relation to the processing of your personal data. For example, you may request access to your personal data, have them rectified or erased, have their processing restricted, object to certain processing activities or request the transfer of your personal data. To the extent that processing is based on your consent, you may withdraw that consent at any time.
You may submit a request to exercise these rights, or ask questions about this Privacy Statement or the processing of your personal data, by contacting privacy@johancruijffarena.nl. We will handle your request in accordance with applicable privacy legislation.
WHO IS RESPONSIBLE FOR THE PROCESSING OF PERSONAL DATA?
The limited partnership Stadion Amsterdam C.V., having its statutory seat and office address at ArenA Boulevard 1, [1101 AX] Amsterdam, registered with the trade register of the Amsterdam Chamber of Commerce under number 33254163, trading as “Amsterdam Johan Cruijff ArenA”, is the party responsible for the processing of your personal data through the website and before and during your visit to the Johan Cruijff ArenA.
LODGING A COMPLAINT WITH THE SUPERVISORY AUTHORITY
You have the right to lodge a complaint with the Dutch Data Protection Authority (Autoriteit Persoonsgegevens) via www.autoriteitpersoonsgegevens.nl if you believe that we have not processed your personal data in accordance with the GDPR.
Last amended on: 02-07-2026