Working on a Net
Positive future with
The Overview Effect

The challenge

The ArenA’s sustainability ambitions were clear. But how do you turn them into measurable progress in an organization where everything revolves around events? From Champions League matches to Coldplay concerts, the impact on energy, mobility, and materials can vary drastically from week to week. And much of the emissions (especially Scope 3) are outside the ArenA’s direct control.

“We had the ambition,” says Pelle de Laaf, Manager Finance & Reporting at the ArenA, “but translating that into concrete action across the organization was a different story.”

The solution

The Overview Effect provided interim support and worked hands-on as part of the ArenA’s team:

• Strategic PMO & Project Management

Jip supported the refinement of the strategy and its translation into practice. Clear goals were set, KPIs defined, and internal alignment strengthened.

• Scope 3 & Emissions Calculations

Olivier provided support on data challenges and emissions methodologies, including preparation for future reporting obligations.

• Policy & Governance

The team helped draft key documents such as the environmental policy, supplier code of conduct, and whistleblower policy. The governance structure for sustainability was also further developed.

• Team Training & Internal Awareness

The Overview Effect led internal sessions and training, acting as a strategic sounding board for the executive team and CEO.

The results

With support from The Overview Effect, the Johan Cruijff ArenA has made significant structural progress toward its goal of becoming net positive by 2030. What began as a clear ambition has been translated into policy, structure, and execution:

• Clear KPIs and measurable progress

Together with the team, we defined how to make progress tangible—from reduction targets to operational metrics. This gave the organization clarity and a shared reference point.

• More internal engagement and ownership

Sustainability is now more widely embedded. Teams that were previously less involved became active participants through workshops, joint project planning, and clear role allocation. The topic now regularly features in team and management meetings.

• Improved data flows for emissions and sustainability

We helped strengthen data access, definitions, and responsibilities. As a result, reporting is now less ad hoc and time-consuming.

• Reduced reporting pressure

By investing in internal processes and structure, reporting has become more manageable. Deadlines are less stressful, last-minute work has decreased, and coordination between content and communication has improved.

• Stronger link between policy, operations, and narrative

The team supported the development and update of key strategic documents such as the environmental policy, Supplier Code of Conduct, and whistleblower policy. These now provide a solid foundation for both the sustainability strategy and external messaging.

• Better foundation for stakeholder communication

Improved governance and data quality have enabled the ArenA to respond more effectively to questions from clients, partners, and investors. The content is there, and the team is equipped to talk about it.

A tangible example?

The battery that was initially used during the Coldplay concert to reduce peak energy load is now helping power Ajax matches with clean energy. A great example of sustainable innovation and smart reuse in action.

And when the CSRD deadline was temporarily delayed?

The ArenA kept moving forward.

“As an organization, we’re not here to tick boxes,” says Pelle. “We want to lead, and do it right.”

Conclusion

“We had the ambition, but The Overview Effect brought structure. With their support, we moved from scattered initiatives to measurable impact — and made sustainability something the entire organization could steer on.”