Sustainable fan engagement made possible by Energy Floors

Energy Floors

As the world looks to find way to be ‘greener’, sport is no exception. With many critics surrounding the carbon footprint of merchandise manufacturing and travel, new technologies could help offset the energy usage of stadiums, by means of fan engagement.

Energy Floors, a technology firm based out of the Netherlands, has tapped into the market of using pedestrian kinetic energy to produce clean power for stadiums and other venues. Kinetic energy is moving energy when humans walk, jump, run. Venues such as clubs, footpaths, and stadium concourses generate a lot of foot traffic, and this kinetic energy is absorbed by the concrete, pavement, or other surface. But what if that absorbed energy could be used to power the sound system, the floodlights, or the food stalls?

The Dutch company has been operating for the last 15 years – allowing clubs, parks, and even cities to develop sustainable, clean energy.

Energy Floors have partnered with the band Coldplay, installing temporary dancefloors at their concerts, allowing patrons to dance on the kinetic tiles below, generating clean energy throughout the show.

Energy Floors make the most out of high-traffic areas. In the case of stadiums, places such as entrances and exits, as that is where everyone must go through, with guaranteed movement. The footwells of seats is the other. When a goal is scored, pandemonium ensues. Jumping around, running down rows to hug the team in the corner, or hugging friends in the stands. It is where the most explosive energy can be produced. Not to mention, those whose legs bob up and down due to the stress of the game will inadvertently add to the kinetic energy released into the tiles.

With the cost of fuel and energy prices exponentially growing, both the public and businesses look to scramble for cheaper alternatives in the long run, with sustainable and renewable energy sources also offering the ability to promote themselves as a green club.

Dutch football giants Feyenoord in the Netherlands were one of the first clubs to introduce this technology into their clubs. The Rotterdam-based club and business joined forces, installing the kinetic energy tiles at areas of high traffic within ‘Rotterdam Stadium De Kuip’. This was a great success to both Feyenoord and Energy Floors, as well as the tens of thousands of visitors to the stadium. The concept of generating electricity just by walking on plates is a revolutionary idea and many are excited by the concept, and its potential applications.

A single adult walking on these kinetic plates creates two watts of energy, and up to 20 watts when jumping. Then considering the nearly 52,000 seats in the Rotterdam De Kuip that has thousands of people walking and jumping around the stadium – the kinetic energy absorbed by these plates is enormous!

The kinetic energy plates can also analyse data and benefit football clubs and other businesses who install these in their venues. The measurement of energy data can showcase to clubs which areas of the venue are the most visited, what parts of the game are the busiest around the stands, or the concourses etc.

Even during goals, it can figure out what certain level of energy is generated from fans. Finding places in the stadium that create more energy during a match can go a long way to determine repair and preventative maintenance for stadium crews. For instance, the ‘ultras’ area of Feyenoord’s fans will undoubtedly use more energy throughout the match, as they jump around and chant throughout the entire 90 minutes. This can lead to a greater focus of ensuring the structural integrity of the stadium is upheld.

Furthermore, it is a new direction in which fans get to be a part of the success of their football club. Supporting their own club in this way is beneficial to the environment, as it reduces costs for their club. The engagement of the fans has found new potential in kinetic.

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Google expands football footprint with AI partnerships at five European giants

Google has announced long-term partnerships with five of Europe’s biggest football clubs.

Expanding the role of artificial intelligence in fan engagement through collaborations with Arsenal, Barcelona, Bayern Munich, Liverpool and PSG.

Google Gemini will become each club’s official consumer AI Partner, while Google Pixel will serve as the official smartphone partner.

The partnerships are designed to deliver AI-powered match insights, personalised fan experiences and exclusive behind-the-scenes content across the clubs’ digital platforms.

Supporters will be able to use Gemini to access tactical insights, historical statistics and match analysis while Pixel devices will be used by club media teams to capture content through the company’s “Shot on Pixel” initiative.

A key component of the partnership is the commitment to increasing the visibility of women’s football.

Google confirmed the agreements cover both men’s and women’s teams, with AI tools and Pixel technology set to help produce content and expand the reach of the women’s game through club media channels.

The announcement continues Google’s growing investment in football technology.

Google initially had individual agreements with several of the clubs, including PSG and Liverpool.

By bringing the partnerships together under the Gemini and Pixel brands, Google is positioning artificial intelligence as a core part of the modern football fan experience rather than simply a commercial sponsorship.

For football clubs, the collaboration highlights a broader industry trend towards technology partnerships that extend beyond branding.

AI is increasingly being used to produce personalised content, deliver deeper match analysis and strengthen engagement with large global audiences.

Clubs continue to invest in these growing digital platforms alongside their traditional commercial portfolios.

The partnerships also reinforce the growing intersection between football and technology, with leading clubs increasingly working alongside global technology companies to enhance supporter experiences and explore new ways of connecting with fans on matchday and beyond.

 

Football Has the Audience. Does It Have the Commercial Strategy?

Soccerscene has launched Survey 4: Commercial Confidence in Football, calling on clubs, sponsors, governing bodies, commercial leaders and football industry professionals to assess whether the game is making the most of its enormous commercial potential.

Football has the audience, participation base and community reach to be one of Australia’s most powerful commercial platforms. But does the industry have the commercial strategy, professionalism and infrastructure required to turn that potential into sustainable growth?

That is the question at the centre of Soccerscene’s latest industry research.

The survey examines how attractive grassroots football is to potential commercial partners, what industry professionals believe is limiting football’s commercial potential, and whether clubs are presenting themselves professionally enough to sponsors.

It also explores what sponsors value most when engaging with football – from community reach and participation scale to brand alignment, values and purpose – as well as whether improved facilities could directly contribute to stronger sponsorship outcomes.

Is football fully capitalising on its commercial opportunity?

Football continues to provide brands with access to highly engaged communities across grassroots, community and elite environments. Yet the commercial landscape remains fragmented, with clubs operating with vastly different levels of resources, capability, governance, media infrastructure and commercial expertise.

Soccerscene’s survey is designed to capture the industry’s perspective on where the opportunities exist – and where football may be leaving commercial value on the table.

The research will look specifically at four key areas:

  • Commercial attractiveness – How attractive is grassroots football as a commercial partnership?
  • Commercial barriers – What is holding football back from reaching its full commercial potential?
  • Club professionalism – Are clubs presenting themselves effectively and professionally to sponsors?
  • Sponsor value – What are sponsors really looking for when they invest in football?

The survey also asks whether better facilities would have a direct impact on sponsorship outcomes, highlighting the potential relationship between infrastructure, commercial presentation and investment.

Have your say

Soccerscene is encouraging football clubs, sponsors, commercial professionals, governing bodies, administrators, media professionals and industry stakeholders to participate.

The findings will contribute to Soccerscene’s ongoing program of industry research, designed to provide a clearer picture of the challenges and opportunities facing football and the organisations operating within it.

Take the Survey: Commercial Confidence in Football

Complete the Commercial Confidence in Football Survey here

The survey will close on 30 August 2026 at midnight, with responses received before the deadline included in the final analysis.

Football has the audience. The question is whether it has the commercial strategy to match.

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