#SBS26 Spotlight: AZ Alkmaar’s expansion plan
From 19,300 to 33,000 seats – AZ Alkmaar is preparing for a massive transformation of the AFAS Stadion. Discover the operational challenges behind nearly doubling capacity.
AZ Alkmaar
From 19,300 to 33,000 seats – AZ Alkmaar is preparing for a massive transformation of the AFAS Stadion. Discover the operational challenges behind nearly doubling capacity.
AZ Alkmaar
Since the AFAS Stadion opened in 2006, succeeding the beloved Alkmaarderhout, it has been a model of modern Eredivisie infrastructure. Originally launched with a capacity of roughly 17,000 (and a debut friendly against Arsenal), the stadium has already undergone significant evolution.
Now, the club is preparing for its most ambitious chapter yet. Jaap van Hulten, Chief Operations Officer at AZ Alkmaar, together with the AZ-team, is steering a project that will see the stadium nearly double its original footprint, growing from its current 19,300 capacity to 33,000 seats.
Ahead of TheStadiumBusiness Summit 2026, 2-4 June, we caught up with Jaap to discuss the immense challenge of “realising the growth” and why he’s looking for the industry’s “been there, done that” experts.
TheStadiumBusiness: What projects are you currently working on?
Jaap van Hulten: “Our primary focus right now is the major expansion of the AFAS Stadion. We are currently in the planning phases to extend our capacity from 19,300 to 33,000 seats. It is a significant undertaking that will fundamentally change the footprint and the atmosphere of our home.”
TSB: What’s the next challenge for you and your team?
Jaap: “The immediate challenge is the execution. Realising an expansion of this scale—nearly doubling our current capacity—requires immense coordination across construction, safety, and commercial strategy. Turning the vision into a reality while maintaining our operational standards is where our focus lies.”
TSB: What are you looking forward to most about the Summit?
Jaap: “For us, the value of the Summit is in the collective experience of the room. We are looking forward to meeting with people who have already realised these kinds of growth projects or are currently in the middle of a similar expansion. Hearing the ‘lessons learned’ from those who have navigated these specific waters is incredibly valuable as we move forward.”
Join Jaap and 450+ venue professionals as we explore the future of the stadium business at #SBS26 in Manchester.
#SBS26 – Operations. Technology. Sustainability.
2–4 June 2026 | Emirates Old Trafford, Manchester
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