PAM Partners with VfB Stuttgart to Transform Match Day at the MHP Arena

PAM is now the official VfB Innovation Enabler and VfB Business Partner. First up: a new interactive Smart Map of the MHP Arena and NeckarPark, live in the VfB app for the 2026/27 season.

VfB Stuttgart has partnered with PAM to make home games at the MHP Arena easier to get around and better to experience. One of the Bundesliga's most storied clubs. One of Europe's great stadiums. And now, one of its most modern digital fan experiences.

One map. Everything match day.

Together, PAM and VfB have built a digital overview map of the MHP Arena and the surrounding NeckarPark precinct. It meets European data protection standards and is live now in the VfB app, under "More".

Everything fans need on match day sits in one place. Kiosk menus. Information points. Ticket offices. Every key location across the arena and NeckarPark.

Pick a destination and the built-in navigation takes you straight there. No guesswork. Fans find what they need fast, then get back to what matters. The game.

Built to keep getting better

This is just the start. The Smart Map will keep evolving over the coming months, with new features rolling out across the season. The goal is simple: to put the MHP Arena among Europe's most modern stadiums for digital experience.

What they're saying

Christian Ruf, Director of Digital and Innovation at VfB Stuttgart:

"With PAM, we are gaining an internationally experienced technology partner with whom we will consistently develop the digital services of the MHP Arena. Our goal is clear: Innovation must create tangible added value, be simple, intuitive, and accessible to all visitors. Technology should provide guidance and reduce complexity. This leaves more room on match day for what really matters: 90 minutes of football, emotion, and VfB Stuttgart."

Jason Hutty, VP Strategic Partnerships at PAM:

"PAM (People and Movement) is delighted to be the official technology partner of VfB Stuttgart. PAM is transforming the way people experience and move through live venues, using intelligent digital navigation and real-time venue technology to connect fans with the places, people and experiences that matter most. Our partnership with VfB Stuttgart brings this technology into one of Europe's most iconic sporting environments, helping create a more connected, seamless and engaging experience for fans while giving the club new opportunities to better understand and activate the movement of its audience."

About VfB Stuttgart

VfB Stuttgart has just under 150,000 members across the association and its club programs, which makes it by far the largest sports club in Baden-Württemberg. It's a club steeped in tradition and the Stuttgart region's best-known sporting ambassador on the world stage. Its honours include five German championships, four DFB Cups and the unofficial title of record youth champion.

VfB is also a modern business, with annual revenue of nearly 300 million euros and around 350 employees. Its home is the MHP Arena. It has hosted many sporting highlights, including the 2024 UEFA European Championship, and is one of the most modern football stadiums in Europe. As reigning DFB Cup champion, VfB Stuttgart is playing in the UEFA Europa League this season.