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Reimagine Football

The official challenge is closed, but the Open Box is still open! If you have a solution, please submit it on the platform. The Football Innovation Platform partners will review the submissions.
>  Contracts for solutions with a solid business case
>  Collaborate with leading global football organizations
>  Launching partners to help you scale across Europe
>  Interact with experts on the platform  

The final whistle has blown. Reimagine Football is now closed for submissions.










We are looking for smart innovations to reimagine football in the context of COVID-19. Work with us as equal partners in the sport and entertainment business to scale your solution across Europe.

Through Reimagine Football, we invite you and your team to work with us as equal partners to tackle four of our most urgent challenges in the context of COVID-19 and to turn your first-class solutions and development roadmaps into reality. The Football Innovation Platform could be your implementation environment, helping you to showcase and test your solution across Europe!

At home fans

How can we engage our fans who can’t be physically present in the stadium and provide added value to our commercial and media partners?

Read more

Operational Excellence

How can we optimise our operations and related security processes in order to continue to maintain a healthy and safe environment, and have as many as possible fans in stadiums?

Read more

Excellent Stadium Experiences

How can we improve the experience of our visitors before, during and after a match in the stadium, given the COVID-19 constraints?

Read more

Amateur & Recreational Football Engagement

What are new ways to increase engagement of our amateur and recreational community (in a healthy and safe environment)?

Read more

Out of the Box

Do you have a solution that helps us ‘Reimagine Football’, but does not fit into one of the four challenges?

Read more


The Football Innovation Platform (read more about the FIP here): UEFA, Royal Netherlands Football Association, City Football Group, AFC Ajax, and the Johan Cruijff ArenA, could be your vehicle to implementation by key players in the industry. The Football Innovation Platform could provide you with the means to give your solutions real impact by opening up our organisations and giving you the space, guidance, and resources to successfully further co-develop and implement your solution. Our collaboration could take on many forms and we will work with each selected team to identify the best fit with their solution and market. We respect ownership of intellectual property rights. You can read about our approach to intellectual property here.

Ready to join? Go to our collaborative innovation platform to join our community and submit your solution.

A physical space

Develop your solution at the venue or possibly competitions’ locations of one of the Football Innovation Platform partners with access to innovative facilities


Support by relevant partners to help you deliver and further develop your solution


Possibility to receive technological, consulting and financial resources to support your business


Active communication by the Football Innovation Platform about your solution: both online and on stadium- or event related conferences worldwide


From July 1st to August 19th, you are invited to submit your solutions on our open innovation platform. On the platform, our experts will work with you to improve your solution and to explore a potential fit with the Football Innovation Platform. The teams with the most promising solutions are invited to join the online Pitching and Matchmaking Event in August – mid September. Here, selected organizations and their solutions will be chosen to continue to work with the Football Innovation Platform and enter the trial phase. But be aware, if your solution directly has a good fit with the goals of one of the Football Innovation platform members, you can potentially be selected earlier. So, submit your solution as soon as possible!

During the trial phase, you have the opportunity to work with the various leading organisations in global football, as equal partners to implement and showcase your current solution. Your solution might be the match that we want!

Reimagine Football with us and submit your solution here!

Submission Phase

Final Selection Phase



Frequently Asked Questions

We are primarily looking for first-class solutions, whether they are from startups, scale-ups, small to medium enterprises, or larger organisations. First-class solutions should be able to be implemented and have the opportunity to be further developed together with us. Participants can sign up on the platform as an individual and submit a solution as an individual or as part of a team/organisation.

We have a dedicated online challenge platform where participants can submit their solutions. During the submission period from July 1st, special challenge teams comprised of subject matter experts work with participants through the platform to enrich and validate their solutions and determine if they are a good fit to solve our challenges. After the August 19th deadline the submitted solutions can be enriched for one additional week. In the period during the online phase and directly after this phase the Football Innovation Platform partners select the most promising solutions for the online Pitching and Matchmaking Event, to be held in mid September 2020.

After the online Pitching and Matchmaking Event in August or September and if a collaboration agreement or purchasing agreement is agreed upon you are invited to deliver and/or to develop your solution, with a Football Innovation Platform partner, their subject matter and industry experts and other support.

The selected organisations and their solutions will be awarded with support and cooperation aimed at bringing their solutions to market. The Football Innovation Platform will provide them with guidance and access to their facilities (such as venues, infrastructure and platforms) as a testing environment.

During the online phase, participants will gather unique insights from experts that validate, co-develop and evaluate their solutions within a growing smart stadium community, based on true collaboration.

Our ultimate goal is to reimagine football together! This collaboration could take on many forms, like a collaboration agreement or purchasing agreement, having one or more partners from the Football Innovation Platform as customers, organising partnerships across the value chain. The rewards are hard to monetise upfront, but the value will be substantial, especially since we are focused on forming long-term partnerships and commercialisation.

With a number of leagues delayed until next year, UEFA EURO2020 postponed and leagues in England, Spain, Italy and Germany resuming without fans, these organisations call for smart innovations to reimagine football in the context of COVID-19: How to keep fans engaged while they cannot visit football stadiums, how to create a safe and engaging environment for fans, players and other personnel in the stadiums and how to enable youth and amateurs to keep playing and enjoying football. Reimagine Football is about more than acceleration: it is a co-development partnership based on bringing your innovation to deployment based on urgent challenges. For this, the Football Innovation Platform is supported by the European Union European Fund for Regional Development. It will give you the right access, acceleration and means to develop your concepts and spread them across the Europe.

We respect ownership of intellectual property rights (IP): your IP remains yours; ours remains ours. In the case parties decide to start creating shared IP we discuss a high-level arrangement which can range from IP that remains 100% your ownership (and is licensed for usage by the partners of the Challenge on favorable terms) to full joint development and exploitation. In such case parties commit to an exclusivity period to choose to negotiate a subsequent collaboration agreement, which term can be extended if partners enter into a collaboration development trajectory. In such agreement, parties will agree on the next steps of allocating, further developing, exploiting or commercializing the shared IP. After the Challenge the Platform will remain online for further interaction with users. In case a party indicates within the exclusivity period that it has no interest to negotiate a subsequent agreement, the shared IP will, be allocated to the other party. Johan Cruijff ArenA may offer selected solution providers to jointly commit to a Fieldlab period tailored to the solution to work on a commercial collaboration agreement. This is a requirement from the EFRO/EU subsid If one of the partners indicates within the Fieldlab period that it has no interest to negotiate further, the shared IP will be allocated to the other party. If neither party indicates that it has an interest to negotiate further, the shared IP will become available for both parties to use freely.

There is no single best approach to submitting a solution. The quality of the solution is the most important factor. It is important to get people to read your solution in the first place. We recommend that you use a clear and compelling title and make sure there is a clear and brief abstract or management summary. It is also highly recommended to use images and attachments.

The objective is also to let your solution grow and further develop, together with the Football Innovation Platform.

The Football Innovation Platform will determine which solutions will be selected. What they will look for, includes:

Fit with the Football Innovation Platform organizations and the ‘Reimagine Football’ challenge

The extent to which the proposed solution fits one or more organizations of the Football Innovation Platform and positively contributes to the sub-challenge(s)

Ease of implementation and scaling potential

The ease of implementation as well as a short time to implement the solution (partly proven or proven technology is preferred), and the extent to which the solution has potential to scale towards other parts of the stadium, clubs and leagues


The investment is relatively low and/or has a convincing business case and the solution does not rely too heavily on public resources

Quality and maturity of the team

The experience, capability and scalability potential of the team of the organization behind the solution


The uniqueness of the solution compared to other solutions available


The extent to which the solution contributes positively towards one or more of the United Nations’ Sustainable Development Goals

We will contact you during the online phase if you are selected. We will make the final selected organisations known mid-August 2020, but we may select promising solutions earlier on. We will contact you for further details on the process.

Those who did not make it to the online Pitching and Matchmaking Event will receive a message during the course of August 2020. We will keep all participants informed about what’s going on during the remainder of the challenge.

During the online Pitching and Matchmaking Event, participants will work closely together with Football Innovation Platform experts and partners to analyse the current possibilities of implementation. And, jointly develop a roadmap for further innovative development towards the Trial phase.

Each organisation will get feedback depending during meetings and workshops on the specific needs and development phase of the team. With this feedback, along with the development areas you have identified yourselves, you will work in small groups with our experts. At the end of the event we hope we can start collaborating together. This will be agreed upon between each other in a collaboration agreement or purchasing agreement.