Cristian Petschen and Brad Bartholomew Speaking at Soccerex Europe 2026
Set to take place May 11-13, in Amsterdam, the Netherlands, Soccerex Europe 2026 is a three-day event of thought leadership, networking, and exhibitor showcases in the football community—and LaBella will be well represented!
On Monday, May 11, at 10:30 a.m., LaBella’s Sports & Entertainment Practice Leader Cristian Petschen will give a guest lecture to the Johan Cruyff Institute’s Sports Business Management Program on “The Stadium of the Future.” Delivered at the main campus in Amsterdam and streamed to the Institute’s campus in Barcelona, Spain, the lecture will position stadiums not as standalone venues, but as multidimensional business platforms where architecture, technology, and real estate converge to create continuous economic and social value.
On May 12 at 1:45 p.m., Cristian will be joined by LaBella’s National Director of Design Brad Bartholomew, AIA, LEED AP, for a deep-dive panel discussion on “Stadiums as Strategic Assets: Beyond Matchday Revenue.” Alongside Sander van Stiphout (Johan Cruijff ArenA) and Mauro Steentjes (The Stadium Consultancy), the discussion will center on modern stadiums serving as year-round commercial platforms. Panelists will explore how clubs and cities monetize venues through entertainment, mixed-use development, data capture, and non-matchday experiences.