Johan Cruijff ArenA launches frictionless checkout bar

Article posted by Coliseum, August 25^th, 2026

Image: Johan Cruijff ArenA

The Johan Cruijff ArenA in Amsterdam has introduced an autonomous check-out free bar as the venue takes the “next step in hospitality.”

Johan Cruijff ArenA said that 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 fans to keep the focus where it belongs: on enjoying the match or concert experience.

The 55,885-capacity Johan Cruijff ArenA is the main stadium of the Dutch capital City of Amsterdam, Netherlands, and the home stadium of the football club AFC Ajax since its opening. Built from 1993 to 1996 at a cost equivalent to €140 million, it is the largest stadium in the country.

Amsterdamsche Football Club Ajax, also known as AFC Ajax, Ajax Amsterdam, or simply Ajax, is a Dutch professional football club based in Amsterdam, Netherlands, that plays in the Eredivisie, the top tier of Dutch football.

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.

The frictionless bar is one of the latest innovations introduced in partnership with the stadium’s 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.

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