AFAS Live

What AFAS Live does

AFAS Live is a multi-purpose concert venue and event facility located in Amsterdam's ArenAPoort entertainment district, operated by Live Nation Venues (Netherlands) B.V. as part of Live Nation Entertainment's global venue network. The venue operates on a platform-plus-modules architecture: the Main Concert Hall anchors the business and hosts major international touring artists, while eight additional configurable spaces — Black Box, BeatBox Talent Stage (~750 capacity for emerging Dutch artists), Sky Lounge (exclusive VIP for 10–36 persons), VIP Lodge, Café De Snor, Foyer, and Loft — support corporate events, meetings, dinners, and private functions. Promoter partnerships with MOJO, Friendly Fire, and others drive the touring calendar; ticketing is fulfilled through third-party platforms (Ticketmaster, Eventim, TIXR) plus a venue box office.

Revenue is generated through five streams: a transaction-fee take rate on ticket sales; on-site food and beverage at cashless bars and food stands (Maestro, VISA, Mastercard); premium and VIP experiences (VIP Lodge and Sky Lounge with catered service and unlimited drinks); corporate venue rental across multiple package tiers; and advertising and brand partnerships with sponsors including KPN, Heineken, Red Bull, Pepsi, and Beatbox Beverages. The venue is differentiated by a long-running sustainability program — Green Key Gold certification held continuously since 2012, plus a public commitment to climate-neutral and circular operations by 2030 — and by operational investments in waterless urinals, water-saving taps and showers, LED lighting, Big Ass Fans, and a circular cup return system.

AFAS Live serves three primary customer segments: music concert-goers (the dominant segment, attending touring international and local acts), corporate clients (booking meeting, event, and private-party spaces), and emerging Dutch artists (performing on the BeatBox Talent Stage). Marketing and distribution run through the venue's website (afaslive.nl), email newsletter, mobile app, social media, and ticketing partner platforms; a dedicated corporate sales team handles B2B venue rentals and brand partnerships.

Name

AFAS Live

Legal name

Live Nation Venues (Netherlands) B.V.

Website

https://afaslive.nl

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

AFAS Live is a major concert venue in Amsterdam's ArenAPoort, operated by Live Nation Entertainment, hosting touring international and local artists across multiple event spaces. It serves concert-goers, corporate clients, and emerging Dutch artists via ticketing, premium hospitality, F&B, venue rental, and brand partnerships.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)

akta.pro secondary industries

VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites) (MPAIAFAK), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)

Keywords

• Live music venue
• Concert hall rental
• Corporate event hosting
• Hospitality VIP services
• Sustainable event hosting

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Primary revenue stream from concert and event ticket sales through third-party ticketing partners including Ticketmaster, Eventim, and TIXR. The venue charges a commission/facility fee on ticket sales.
2. Food and Beverage: On-site food and beverage sales including snacks, meals, and drinks. The venue operates bars and food stands throughout the facility.
3. Premium and VIP Experiences: Premium Tickets offering luxury suite seating, VIP Lounge access, coat check service, catered snacks, and optional unlimited drinks. Also includes Sky Lounge exclusive experiences for groups of 10-36 persons.
4. Corporate Events and Venue Rental: Rental of event spaces including Black Box, BeatBox Talent Stage, Sky Lounge, VIP Lodge, Café De Snor, Foyer, and Loft for corporate events, meetings, dinners, drinks, and parties. Multiple package options available.
5. Advertising and Brand Partnerships: On-site advertising opportunities and brand partnerships with sponsors including KPN, Heineken, Red Bull, Pepsi, and others. Also includes the BeatBox Talent Stage platform and various hospitality partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

AFAS Live is a multi-purpose concert venue in Amsterdam hosting touring international and local artists in its main concert hall, with seven additional event spaces (Black Box, BeatBox Talent Stage, Sky Lounge, VIP Lodge, Café De Snor, Foyer, Loft) used for corporate events, product launches, meetings, dinners, and private parties. The venue sells standard and Premium/VIP tickets, on-site food and beverage, and offers exclusive Sky Lounge experiences for groups of 10-36 guests.

Product overview

AFAS Live is a multi-purpose concert venue and event location in Amsterdam's ArenAPoort area, operated by Live Nation Venues (Netherlands) B.V. The venue operates on a platform-plus-modules architecture, with the main concert hall as the core product, supplemented by multiple distinct event spaces including the Black Box (corporate events with LED lighting), BeatBox Talent Stage (emerging artist platform for ~750 guests), Sky Lounge (exclusive VIP hospitality for 10-36 persons), VIP Lodge (premium ticket packages), Cafe De Snor, Foyer, and Loft. The venue also offers digital services including a mobile app, 360-degree virtual tour, and online ticket purchasing.

Differentiator

Problem solved

Functional benefit

Products and services

• Main Concert Hall The primary large-scale concert venue within AFAS Live, hosting major international artists and events as the core product of the facility.
• Black Box Event Space A smaller, flexible event space within AFAS Live suitable for corporate events and meetings, fully equipped with LED lighting.
• BeatBox Talent Stage A secondary stage within AFAS Live accommodating approximately 750 visitors, providing a platform for emerging Dutch artists to showcase their work, with aftershow events following regular concerts.
• Sky Lounge Exclusive Experience An exclusive VIP lounge offering a stylish, private setting for groups of 10 to 36 guests with luxury hospitality services and direct views of the concert stage.
• VIP Lodge Premium Tickets Premium ticket packages offering special VIP entrance, coat check service, comfortable seating in the VIP Lounge, and catered dining with an optional unlimited drinks package.
• Café De Snor A bar and cafe space within AFAS Live available for private events, gatherings, and corporate hospitality.
• Foyer Event Space The entrance area of AFAS Live featuring 15-meter high ceilings and equipped with Big Ass Fans for climate control, used for events and gatherings.
• Loft Event Space An additional event space within AFAS Live available for private hire for corporate events and gatherings.
• AFAS Live Mobile App A mobile application providing event information, updates, and digital services to AFAS Live attendees.
• AFAS Live Gift Card A gift card offered through the AFAS Live website that can be used for purchases at the venue.

Quantifiable outcome

• Green Key Gold certification achieved since 2012
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• YoungCapitalcoreStrategic or Co-development Partner · 2 July 2026Following a joint tender process, Ziggo Dome and AFAS Live announced a new partnership with YoungCapital as a staffing/sponsorship partner. This was announced on July 2, 2026.
• KPNcoreStrategic or Co-development Partner · 1 May 2026AFAS Live entered into a strategic partnership with telecom giant KPN. This partnership was announced in May 2026 and represents a significant commercial relationship for the venue.
• AFAS SoftwareminorOthersSoftware provider whose logo appears on the AFAS Live website. The company name 'AFAS Live' is derived from AFAS Software, suggesting a naming partnership or corporate sponsorship relationship.
• MOJOcoreChannel Partner/ Reseller/ DistributorConcert organizer and promoter that books many of the international touring acts performing at AFAS Live, including The Black Keys, Tokio Hotel, and Treasure.
• Friendly FirecoreChannel Partner/ Reseller/ DistributorConcert organizer that booked the Madness performance at AFAS Live.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary ticketing platform for ticket sales at AFAS Live. Tickets sold via ticketmaster.nl and phone line.
• HeinekenminorGTM or Marketing PartnerBeer brand appearing as a sponsor/partner logo on the AFAS Live website.
• Red BullminorGTM or Marketing PartnerEnergy drink brand appearing as a sponsor/partner logo on the AFAS Live website.
• PepsiminorGTM or Marketing PartnerSoft drink brand appearing as a sponsor/partner logo on the AFAS Live website.
• Beatbox BeveragesminorGTM or Marketing PartnerBeverage company partner appearing as sponsor logo. Also associated with the BeatBox Talent Stage naming.
• World Pride FestivalminorStrategic or Co-development PartnerFestival organizer bringing the World Pride Music Festival to AFAS Live on July 31 and August 1, 2026. This is a co-promoted event at the venue.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Barclays Arena (Hamburg): Hamburg-based multi-purpose arena for concerts and events. Comparable as a European mid-sized arena for touring international artists but operating in Germany rather than Benelux.

Direct peers

• Ziggo Dome: Amsterdam arena-scale concert venue also operated by Live Nation Entertainment in the ArenAPoort district. Directly comparable as the same operator, same city, same target audience, and similar capacity for touring international acts.
• Ancienne Belgique (AB): Brussels-based concert hall operated as part of the Live Nation network. Comparable as a Benelux concert venue focused on touring international and local artists with similar mid-to-large hall programming.
• Ahoy Rotterdam: Major Rotterdam-based arena and concert venue hosting international touring acts. Comparable as a Netherlands-based multi-purpose arena event venue serving the same Dutch touring circuit.
• Sportpaleis / AFAS Dome (Antwerp): Antwerp-based arena for concerts and events with naming tie to AFAS (same naming partner as AFAS Live). Comparable as a Benelux arena-scale concert venue with multi-event programming.
• Paradiso Amsterdam: Iconic Amsterdam concert hall hosting international and local artists. Comparable as an Amsterdam-based live music venue with multi-space programming and corporate/private event rental.
• 013 Poppodium: Tilburg-based live music venue and pop podium hosting international touring acts. Comparable as a Netherlands-based dedicated live music venue with multi-space programming and corporate event offerings.
• Forest National / Vorst Nationaal: Brussels arena hosting international touring acts. Comparable as a Benelux arena venue competing for the same Franco-Belgian-Dutch touring circuit.

Broad incumbents

• AEG Presents: Global live entertainment promoter and venue operator (AEG/O2 Academy venues). Comparable as a broad incumbent competing with Live Nation for arena-scale touring artist routing and venue partnerships.
• CTS Eventim: European ticketing platform and live entertainment operator. Comparable as a broad incumbent providing both ticketing infrastructure (parallel to AFAS Live's use of Ticketmaster) and own-venue operations across Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/afas-live

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AFAS Live