Stadion Wroclaw

Located in the triangle between Berlin, Warsaw and Prague, the Wroclaw Stadium is a modern, multi-functional sports- and entertainment facility with capacity of more than 42,000 seats, 1,600 Club seats and 30 business lounges. Its outstanding design, following the concept of a “stadium lantern”, makes this unique building THE landmark of Wroclaw. This elite standard Stadium offers its visitors all types of amenities and presents itself within a well developed urban transport infrastructure. In January 2010, SMG was exclusively chosen as the operator or Wroclaw Stadium, including provision of consulting services to Wroclaw 2012 Sp. z o.o., a special-purpose subsidiary of the City of Wroclaw.

Consulting on construction and development of working designs of Wroclaw Stadium with respect to all aspects of Stadium operation, including designation of particular areas of the multipurpose building to maximise the commercial offer and future revenues from the Stadium activities, arrival and parking zones, vehicle and guests traffic management, sponsoring / media / technical / catering /commercial zones, advertising spaces, event production zone and office spaces.

Development of the comprehensive Stadium General Commercial Strategy, including target group analysis and relevant concepts of the sales activities and approach with respect to Stadium key clients (Naming Right Sponsor, Sponsors and Product Partners), development of  product packages and pricing to maximize the Stadium revenues, preparation of strategy for leasing the office spaces, development of event strategy in various areas of the Stadium (Business Club, conference spaces, bowl, Stadium surrounding areas). Consulting on structuring and purchasing of all services related to the Stadium operation, including security (building and event), cleaning (regular and event cleaning), snow removal, green keeping including pitch maintenance, trash removal as well as other technical and maintenance services. Consulting on ongoing matters relating to the organization of UEFA EURO 2012TM championship, day to day contact with UEFA representatives, advising on all event related concepts and issues regarding the venue, its limits and potential use. Consulting on the acquisition of mass events such as football, concerts, shows and MICE including market research, pricing & acquisition strategy, negotiations with promoters, event production. Consulting on the PR & Marketing strategy for Wroclaw Stadium, development of a corporate Stadium design, a Stadium webpage, as well as PR & Marketing consulting on all stadium-related products and rights including event marketing.

In fall 2011, the Stadium was officially inaugurated with a series of spectacular opening events that remained unbeaten among all UEFA Euro 2012TM stadium openings and heralded a new entertainment era in Poland and Eastern Europe including the WBC World Heavyweight Championship fight of Vitali Klitschko and Tomasz Adamek. Within his SYMPHONICA Europe tour George Michael, the „gentleman of Pop“, performed his only stadium-performance at Wroclaw Stadium. Completing the legendary opening, Monster Jam attracted more than 30,000 visitors. Overall, more than 100.000 spectators were part of the opening events at Wroclaw Stadium and over a 100.000 more came to witness Slask Wroclaw or the Polish National team.


City of Wroclaw


JSK Architekci

Project Type

New build



Scheduled Completion

June 2012

Scope of services

Design Review, Valu Engineering, Design Development, Commissioning, FF&E Procurement, Commercial Strategy, Opening Events, Business Plan Development and Advisory Services