AA Media Group was asked by Sony Benelux to be involved in all the phases of the Amsterdam Arena project. Sony Benelux agreed with the Amsterdam Arena on a multiple year partnership contract to provide the following facilities over time: 4 new large screens in the Arena, production environment for Ajax TV in the Arena, digital signage throughout the Arena, security throughout the Arena. First parts of the phased implementation are the production environment for Ajax TV and the large screens in the Arena. AA Media Group provided the project management, detail design, installation and test services in those projects.