30 Years of the ArenA: 'The Johan Cruijff ArenA is a magical place'

Where better to meet than in one of the finest skyboxes in the ArenA? Seated high above the pitch, we get straight to the topic: 30 years of the ArenA. Geelen has been with Ajax for sixteen years, while Dik has spent the last five years at the stadium. Asked about a highlight, the Ajax CEO does not hesitate. "It has truly become an Ajax stadium," Geelen begins. "It is our home, and that is very important."

"And it is still a state-of-the-art stadium. Before European matches, we often have lunch with directors and executives from the visiting club, and they are always impressed when they hear it was built in 1996. That is quite remarkable," says Geelen. Dik agrees. "During EURO 2020, which was held in 2021, people said: this is the oldest new stadium there is. I completely agree with that."

Working Together
Let us rewind five years. Dik joined from Royal Schiphol Group and quickly noticed that the relationship between the stadium and the club could benefit from renewed energy. "Since I arrived, the contact with Ajax’s leadership team has always been very pleasant. But in the beginning, it sometimes felt as if Ajax and the ArenA were married, yet each was going its own way and had forgotten they were married. Both organisations wanted to move forward and had their own ideas. Communication is vital in a partnership like this, otherwise you can drift apart. It is crucial to keep talking to one another, and we have done that very well in recent years. Extremely well, in fact."

"We looked carefully at how we could strengthen the cooperation even further. We now share financial interests in stadium tours and catering operations. For example, we selected our new catering partners in close consultation with one another. When you work together, it is only logical to build on those synergies. They are two different worlds, but many aspects overlap. A few years ago, we made a conscious decision with our staff to work more closely together. That has worked very well," says the stadium director.

Geelen listens and nods. "Both parties understand that we share a common goal. If the Johan Cruijff ArenA performs well through concerts and tours, more can be invested in the stadium, which benefits Ajax supporters. And when Ajax perform well, such as progressing deep into European competitions, that is also good for the ArenA. Communication is strong, not only between us but across multiple levels of both organisations."

Balancing Matches and Concerts
Good coordination is essential, especially when it comes to scheduling possible matches and concerts. "Ajax are the main tenant, and in principle our schedule takes priority. Although during European fixtures, when UEFA arrives, Tanja and I sometimes feel like guests in our own stadium," Geelen says with a smile.

Dik laughs. "We have clear agreements with Ajax about when concerts can be held. They can only take place between mid-May and mid-July. We no longer schedule them after mid-July because European qualifying matches may need to be played. There is genuine understanding for each other’s situation."

Top-Class Pitch
Geelen points towards the field outside. "What is genuinely wonderful is what you see if you look out there now: the head groundsman and his team. Officially, they work for the ArenA, but they feel like part of Ajax as well. They care deeply about what they do and work tirelessly to provide the best possible pitch. That gives us confidence. Year after year, we prove together that the playing surface is of a high standard. Technology has improved, but above all it is because there are people responsible for it who seem to be working on it day and night."

With her Schiphol background, cooperation between two major organisations is nothing new to Dik. "Schiphol and KLM do not always agree either, but ultimately you have to make it work together. Ajax's calendar is sacred. We only host events, including business events, on dates when Ajax have not reserved the stadium. That is simply how this venue operates. You have to respect that."

She continues: "Together, we also mean a great deal to the local community. The fact that this is an iconic and magical place is something the residents of Amsterdam-Zuidoost feel as well. The work we do for the neighbourhood and for young people has a positive impact. Whether we organise a lesson in a skybox or host a Neighbours' Day event, people eagerly take part. Being a public-private organisation adds another dimension to who we are and what we can offer as a venue. The strength of a platform like Ajax combined with a concert venue allows us to create meaningful impact."

Creating Memories
According to Dik, the word 'no' hardly exists. "Whether it is a football match or a concert, you want to create the best possible experience, and there is no such thing as 'no'. We will find a solution, and it has to be the best possible one. That is how I see it. People come here for special moments, and memories are created. You can feel that excitement and anticipation. It makes this such a wonderful environment in which to work. You want to get the very best out of it for everyone who buys a ticket."

"I have been here for five years now, and when you look at colleagues who have been with the ArenA for all thirty years, there is an enormous sense of pride. So much has happened over those three decades, and there are countless personal memories tied to this place. That is what 30 years of the ArenA really means. Not the building itself, but all the stories that make it such a special place."

Ajax Stadium
Geelen gazes across the stadium with satisfaction. "For me, the colour of the seats remains something very special. It is almost impossible to imagine what it looked like before. Closing off the corners and removing the moats also made a huge difference. Then there are the smaller details, such as George Adegite's artwork on the concourse and the recent Johan Cruijff artwork by Street Art Frankey. All of these things contribute to making it an Ajax stadium. And, as cliché as it may sound, winning the third star gave the stadium even more of an Ajax soul. I feel that supporters have truly regarded it as their home ever since."

When reflecting on 30 years of the ArenA, Geelen identifies that achievement as his personal highlight. "The third star stands above everything else. But the European campaigns of 2016/17 and 2018/19 were also incredible. And when I think further, there is the home match against FC Utrecht on May 12, 2019. Just days after the painful UEFA Champions League semi-final elimination, we effectively became champions together on that Sunday. At kick-off everyone was still grieving, yet we celebrated together. I found that incredibly special."

He continues: "There are also personal memories. The tribute to Johan Cruyff in the stadium ten years ago was very special. Or bringing my daughters to their first match. Or ending a challenging week with a big victory on Sunday in front of our supporters. Those small moments mean a great deal to me. And when all the supporters have gone home safely, my colleagues and I can look back on a wonderful end to the week."

Dik agrees. "After every event, I only truly relax once everyone is home safely. You want people to enjoy themselves, but above all you want them to arrive and leave safely. Whenever so many people come together, there is always a possibility that something could happen. But when you see thousands of people dancing at a concert or the collective euphoria after an Ajax goal, it is fantastic. Every single time."

Geelen emphasises the point. "Since joining Ajax, I have never been able to sit completely relaxed. I desperately want Ajax to win, but I also want everything to run smoothly. Those two factors mean there is always some tension. After all, 55,000 people is an enormous number. It is effectively a small city."

Looking ahead
The conversation turns towards the future. What are the plans and ambitions? Geelen starts. "The stadium must be optimal for players, staff and supporters. Maintaining that balance is important, and we should not lean too far in either direction. It must remain our stadium. We are not an American-style venue with constant entertainment every five minutes. Thanks in part to Ajax Resale, we have significantly reduced no-shows, and that is something we want to maintain. Safety, accessibility and sustainability will remain crucial priorities. We feel a responsibility in those areas, and the ArenA continues to lead the way."

Dik smiles as she raises one particular wish. "We would certainly like to expand the stadium, although I do not know whether that is technically possible. We are working hard to create opportunities for investment. Our first priority is the west side, which we would like to widen. That would create more space for supporters and, among other things, sponsors. There are many shared ambitions and exciting plans. We will always have expansion ideas."

The fact that Ajax and the ArenA will continue their partnership for many years to come clearly pleases them both. Their current agreement runs until 2040. Where do they hope to be in ten years’ time? "That everything still looks as well maintained as it does now,” says Dik. “That together we have created even more facilities for our visitors. And that we have made a real impact in both sustainability and society."

Geelen concludes with a similar thought. "If our successors work together as well as we do now, then there is nothing to worry about. Because the relationship between Ajax and the Johan Cruyff ArenA is in a very good place."