Johan Cruijff ArenA in Top 10 worldwide stadium ranking

The Football Annual Rapport 2020 from Brand Finance got released, in which the facilitites of clubs from all over the world get ranked based on different criteria.

To make the analysis, Buro Happold designed a detailed Venue Performance Rating (VPR) that measures how the match day experience, created by the stadiums, can influence the brand value of the world's biggest clubs. It first got used in the 2019 Brand Finance Football 50 report. The VPR tool been refined since it's introduction last year, by adding more data, such as geospatial information and sentimental analysis. Furthermore, 3D models have been made of over 70 stadiums to improve the evualition on acoustics and to introduce measurement data such as audience density.

The VPR system offers scores for three different criteria to create a general evaluation. The most important factor is match day experience, which takes the view, sound, space and travel time to every stand into account. The other two factors look into the attraction that the stadium has on broadcasting companies and sponsoring partners, and the impact of the match - how the compactness of each stand kan generate sound and influence events on the field. The classification system will make clear to owners and operators where a stadium is performing well and what can be informed - which gives a clear insight on the brand value.

Andy Pottinger, director at Buro Happold: “Last year Buro Happold launched the Venue Performane Rating system. The first version of it appeared in the Brand Finance Football Annual 2019 and got used as a part of the brand evaluation of the 50 biggest clubs in Europe. The goal has always been to introduce 'stadium science', inspiredby how sports science have changed the way clubs (and fans, scouts and agents) evaluate players. This year we've further developed the stadium and doubled the content, such as financial data, geospatial information and sentimental analysis."

Henk Markerink, CEO Johan Cruijff ArenA: “We are happy to hear we've been rewarded with a top 10 place in this worldwide ranking. A good confirmation that our efforts in the areas of quality, sustainability, innovation and social responsibility have been extra appreciated. That the VPR system is fully based on data and that it brings a scientific approach to evaluate stadiums, makes it an extra special acknowledgement."