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Connected Stadium Summit
20 - 21 November 2018
Johan Cruijff ArenAAmsterdam

Lizzie Liebenhals
Co-founder at Halls and Halls


Lizzie is the Co-founder of Halls and Halls together with Paul Hall, an ex international footballer and current Under 23 Manager at QPR. It is a boutique agency that delivers projects within both the sports and celebrity arenas. Specialisms include Events, PR campaigns and and digital content. Her experience started back in 1994, working on both the Lillehammer Olympics and Commonwealth Games. She then moved to the FA in 1996 in their Commercial department. Her relationship with The FA and Wembley Stadium is long standing, and she is regularly requested back to co-ordinate projects from Champions League Finals to most recently, their entire digital portfolio and platforms. She created and oversaw their programme for six years working with all their event owners to ensure the Stadium had outstanding and engaging content.


We spoke with Lizzie in the lead up to the event on the following topics:

What are you most looking forward to with regards to participating at Connected Stadium Summit in Amsterdam?  

"I'm excited to be talking about Wembley to a wider, more European audience. This will be my first time at Connected Stadium Summit and I'm looking forward to hearing others' journeys as well." 

You'll be speaking at the event about Wembley's digital journey - Could you give us some insight into your presentation? 

"I was employed on a 3 month contract to write the strategy for the growing digital platforms at Wembley Stadium.  I ended up staying for 6 fabulous years and I am proud of the journey the stadium and I went on.  In my presentation it shows how a stadium can maximise their digital assets, deal with different event owners, work with existing contracts and suppliers and the benefits of working with an outside creative agency that brings the latest trends to you, so you are always ahead of the game." 

How will the fan experience of sports events be different in 10 years from now? 

"It will be so very different...I talk about this in my presentation, about how we are already recognising the importance of engaging with fans very early on. "Sofa to seat" experience was key at Wembley. That said, we are already seeing how people watch the event differently - through devices, and then re-watching it post-event. Wembley Cup is a great example."

Is technology changing sports?

"Of course...You have to remember that everyone hates the word "change" - it brings such negative thoughts. However, technology is totally part of every event experience and so for me I don't think it's changing sport - I prefer the word "enhance". 

What is your favourite sport to watch?  

"Ice skating!"

Agenda Sessions

  • Case Study: Wembley National Stadium - Their Digital Journey