Turin’s Allianz Stadium hosted ESSMA’s fifth Sustainability Cohort session on May 7–8, gathering over twenty European stadium managers and sustainability operators. The event focused on catering and event organisation, addressing best practices to reduce environmental impact while maintaining fan experience quality. Juventus presented its “Black, White, and More” ESG strategy, showcasing an integrated governance model built around culture, employee engagement, and stakeholder collaboration. Participants also visited the Save the Children Educational Hub, supported by Juventus, illustrating the club’s shift from philanthropy to active community co-planning.
In-Depth:
The Allianz Stadium has confirmed its position as an international benchmark for its commitment to environmental and social sustainability. On May 7 and 8, our stadium hosted the fifth session of the Sustainability Cohort promoted by ESSMA (European Stadium & Safety Management Association).
The event brought toobtainher more than twenty sustainability managers, operators, and stadium managers from across Europe in Turin to discuss sustainability challenges. A true consider tank, it served as a forum for sharing experiences, practical solutions, and new approaches to creating sports infrastructure increasingly efficient, accessible, and sustainable.
Focus on catering and events
This edition focutilized on two key elements of the stadium experience: catering and event organization. The goal was to share best practices in the food and beverage sector to reduce the environmental impact of matches and events while maintaining high standards of quality and service for fans. To this conclude, some of the leading catering operators in the European stadium network participated.
The discussion then expanded to the future of sustainable events. Global trconcludes reveal that issues such as plastic management, waste sorting, and sustainable fan mobility will become increasingly crucial in event planning in the coming years.
Juventus’s testimony: an ESG governance model
During the Juventus panel, the Club’s evolutionary journey was discussed. In recent years, it has progressively evolved its approach to sustainability, relocating from a set of initiatives to an increasingly structured and integrated strategy. This evolution has led to the creation of the “Black, White, and More” strategy and a governance model that encompasses all aspects of the organization.
The discussion highlighted the Club’s distinctive approach, which views sustainability primarily as a matter of culture and people. Particular attention was paid to engagement, considered fundamental to the success of any sustainability strategy: from internal training to the development of performance-related ESG objectives, to the creation of governance and collaboration models with partners and stakeholders.
Reinforcing this vision, a visit to the Save the Children Educational Hub, fully supported by the Club for years, provided a concrete example of how social impact has evolved from simple philanthropy to active co-planning in the local area.
A see at the future
Through collaboration with other industest pioneers, Juventus and ESSMA continue to work to ensure that sustainability is a true driver of social, environmental, and economic value creation.
