Anyone who visited Jumping Amsterdam in recent years has seen the evolution without necessarily noticing it. The LED boarding around the main arena expanded. A new LED arch was developed together. New visual content was created for the event.

Beyond the arena, technology took on a bigger role too. On the Food & Beverage plaza, visitors follow on screens what is happening a few metres away in the main arena. In the warm-up, riders and their teams keep full sight of the competition ring.

For MaxAmaze, Jumping Amsterdam is a place where top sport, entertainment and hospitality follow each other at high pace. From a World Cup class to a show programme, from a packed grandstand to a busy Food & Beverage plaza: every moment asks for a different atmosphere, while the light, sound and show have to remain one whole.

With the extension for the coming two editions, Jumping Amsterdam and MaxAmaze build further on that foundation. The next edition takes place from 28 to 31 January 2027 in RAI Amsterdam, with World Cup jumping and dressage on the programme.

Because staging four days of top sport in the heart of Amsterdam is one thing. Making sure a full RAI feels it, down to the last row, is a craft of its own.