Synerise Arena – the Henryk Reyman Municipal Stadium in Krakow is expanding its offering. Alongside sporting events, cultural, entertainment, social and business events are set to play an increasingly important role. One example of this direction was the sanah concert, which attracted 40,000 people to the stadium on August 14.

The Krakow concert, which was part of the nationwide “sanah NA STADIONACH” tour, was one of the biggest entertainment events of the year in the capital of Małopolska.

– The impressive attendance at the concert showed that there is strong interest in Krakow in music events for audiences numbering in the tens of thousands. Organizing them allows residents to enjoy an attractive cultural and entertainment offering without having to leave the city. At the same time, such events send an important signal to organizers – they show that Krakow has the infrastructure needed to carry out various projects, thereby strengthening the appeal and brand of our city – says Daniel Wiśniowski, Director of the Krakow Brand Department.

Cooperation in organizing the concert

Preparing the event required resolving a number of technical and safety-related issues, including the movement of attendees on the pitch, evacuation, the stage structure and the organization of entrances. DM Agency, together with the Sports Infrastructure Management Board and Wisła Kraków, also prepared solutions that can be used during future events at Synerise Arena Kraków.

– I am pleased that the Sports Infrastructure Management Board and Wisła Kraków were willing to take on this challenge with us, and that we jointly developed specific technical solutions. This allowed us to move from an idea to an event that was actually delivered – says Dariusz Maciborek, founder and President of the Management Board of DM Agency, the concert organizer.

The number of non-match events organized at the stadium is steadily increasing. In 2024, there were 12, while in 2025 there were already 31. The calendar includes sporting events in other disciplines, social and business events, as well as concerts.

– The sanah concert is a concrete example of a change in the way we think about the venue. We are open to all kinds of events: cultural, social and entertainment events. Each successive project gives us experience and allows us to prepare the venue better for future events – explains Tomasz Marzec, Director of the Sports Infrastructure Management Board in Krakow.

Wisła Kraków also played an important role in preparing the concert. It was necessary to reconcile the organization of the event with the Club’s ongoing sporting activities and the PKO BP Ekstraklasa fixture schedule.

– Organizing an event of this scale would not have been possible without close cooperation between Wisła Kraków, the Sports Infrastructure Management Board and the concert organizers. From our perspective, the pitch was the key issue, as we manage it and are responsible for its quality, so together we agreed to replace it and secured the conditions for matches to continue being played. Wisła’s involvement was broader, however – it also covered sports logistics, discussions with Ekstraklasa and adjusting the schedule so that the stadium could be efficiently prepared for the concert and then restored to its football function. This shows that with good coordination and a partnership-based approach, Synerise Arena Kraków can host the biggest events without losing its primary sporting function – says Jarosław Królewski, President of the Management Board of TS Wisła Kraków SA.

Stadium development and commercialization

Expanding the event calendar is part of the commercialization process for Synerise Arena Kraków and is intended to make better use of the stadium infrastructure while increasing the venue’s revenue.

In 2026, the stadium gained a naming-rights sponsor – the Krakow-based company Synerise. In June, the R22 restaurant also opened, while the offering of office, warehouse and skybox rentals is being developed in parallel and the venue’s infrastructure is being modernized.

The results of these efforts are already visible in the stadium’s finances. In 2024, operating costs amounted to more than PLN 10.5 million, compared with just under PLN 8 million in revenue, while a year later the figures were PLN 10.4 million and PLN 8.83 million, respectively. The balance thus improved by approximately PLN 1 million.

Further efforts will focus on increasing the number of events, developing the offering for tenants and business partners, and reducing the venue’s operating costs.

Photo: Magdalena Pachut
Article source: www.zis.krakow.pl