From world-class football stadiums to multi-purpose entertainment complexes, live event venues across Europe are rapidly embracing digital innovation to stay relevant, profitable, and operationally agile. At the heart of this transformation is the convergence of artificial intelligence (AI), IP-based video distribution, and a new generation of sustainability practices.
To understand what this shift means for venue operators, sponsors, and fans alike, we sat down with Myriam Calaber, EMEA Venue Sector Industry Engagement Executive at VITEC, a global leader in IPTV and video streaming solutions.
In this conversation, Calaber discusses the strategic, operational, and financial benefits of emerging technologies, shares examples of collaborative innovation in action, and offers practical advice for executives navigating the future of the live events industry.
Here is what she had to say:
QHow will AI and IP-based video systems reshape the competitive landscape for European sports and entertainment venues over the next decade?
Calaber: The integration of AI and IP-based video is going to be fundamental. We’re seeing a shift where technology isn’t just supporting the fan experience — it’s becoming central to how venues operate and grow. AI will allow stadiums to personalize experiences for different audiences automatically, while IP-based video ensures content can flow seamlessly across the entire facility.
The most competitive venues will be those that can adapt quickly. A stadium that can reconfigure itself for a Champions League match one day, a corporate event the next, and a children’s festival over the weekend — all while delivering tailored digital experiences — will be miles ahead. This kind of future-proofing, powered by AI and video, is how market leaders will emerge.
QWhat role does collaboration play in building these types of future-ready venues?
Calaber: Collaborative innovation is absolutely critical. No technology provider can deliver everything alone. At VITEC, we emphasize an ecosystem approach — working with CRM vendors, signage companies, architects, consultants, and the venue operators themselves.
And it has to start early. Even before the RFP is written, we’re engaging with partners to make sure all technologies are compatible and scalable. For example, in stadium projects in France and Eastern Europe, we’ve worked with CRM vendors to integrate our IPTV systems with their fan engagement tools. We aligned roadmaps early and conducted proof-of-concept testing together before presenting anything to the customer. That kind of collaboration builds trust and results in more seamless, future-proof systems.
QHow can AI help venue operators manage the growing complexity of multi-purpose event spaces?
Calaber: Today’s operators are overwhelmed. They manage video distribution, IPTV, signage, security, ticketing, hospitality — all of it. Each system often has a different interface and workflow. That complexity slows everything down.
AI-driven automation can simplify this. Over time, AI systems learn standard operating procedures — for instance, which content should display in VIP suites during a football match versus a conference. These tasks can then be automated. That not only reduces manual effort but allows the staff to focus on delivering better experiences for fans. It’s a huge leap in operational agility and efficiency.
Q&A with Myriam Calaber, EMEA Venue Sector Industry Engagement Executive, VITEC:
How AI and IP Video Are Reshaping Europe’s Live Event Venues
QWhat impact does smart digital signage have on day-to-day operations and real-time audience engagement?
Calaber: It’s transformative. Right now, in large venues, content preparation can take three to five full-time staff working several days. They’re manually programming every hospitality suite, public area, and VIP space.
With AI-powered content management, this process becomes intelligent and automated. The system knows the event type, understands sponsor needs, and pulls from a digital library to suggest content layouts. Operators just need to review and approve. And in real-time, signage can adapt — changing menus based on demand or shifting crowd control messages as foot traffic shifts. This not only enhances engagement but creates new revenue opportunities.
QHow does investing in flexible digital infrastructure support new business models for venues?
Calaber: It changes everything. Instead of seeing technology as a cost center, operators start seeing it as a revenue driver. With intelligent video and signage systems, a venue becomes much more versatile — it can host corporate events, concerts, esports tournaments, or trade shows, in addition to sports.
This adaptability dramatically increases usage. A stadium active 150 days a year instead of 50 becomes far more profitable. Sponsors also love digital infrastructure that supports dynamic branding and real-time campaigns. So you’re not just boosting top-line revenue — you’re also lowering operating costs by reducing labor and energy use.
QWhat’s the financial and strategic case for sustainability in venue technology?
Calaber: Sustainability is no longer optional — especially in Europe. It’s a business requirement. Our media players, for example, consume much less energy than traditional systems. That adds up to significant cost savings over the life of a venue.
But it’s also about brand value and access to capital. Venues that can monitor and report their carbon footprint — which AI can enable — are more attractive to sponsors and global event organizers. They can also qualify for green financing programs. So sustainability delivers both operational savings and strategic upside.
QHow does AI help protect technology investments and reduce obsolescence?
Calaber: Traditional systems degrade over time — the software becomes outdated, the hardware needs replacing. But with AI, your system gets smarter the longer you use it.
AI learns from fan behavior, traffic patterns, and operational data. That allows it to make better decisions, automate more tasks, and improve over time — all without a major system overhaul. This reduces the need for constant upgrades and keeps the technology delivering value long after it’s installed.
QWhat are the critical standards or architectural principles that enable next-generation venues to remain flexible?
Calaber: Open standards and IP-based architectures are non-negotiable. At VITEC, we design systems to be open and interoperable from day one. That means using widely accepted protocols and APIs so we can integrate with CRM platforms, analytics tools, and content management systems.
Why does that matter? Because as AI matures and new tools emerge, you need to be able to adopt them easily. A closed, proprietary system locks you in and drives up costs. Open, modular infrastructure gives you the flexibility to innovate continuously.
QCan you share an example of a venue that’s embracing this new model successfully?
Calaber: One great example is Decathlon Arena in France. It’s more than a sports venue — it’s a live innovation lab. They’re working with startups, testing new digital experiences, and constantly refining how they use technology to engage fans and generate revenue.
What makes it work is the early-stage collaboration and a commitment to openness. Everyone — from the technology providers to the venue operators — is aligned around long-term goals. That’s what it takes to build something sustainable, scalable, and exciting.
