SGL Masterclass 2025
The Masterclass will take place on Wednesday, 19 and Thursday, 20 March 2025, in New York City.
About the SGL Masterclass
Start spreading the news: we’re going to New York! On Wednesday, 19 and Thursday, 20 March 2025, we’ll gather with industry professionals from around the world for Masterclass 2025. Get ready to be amazed by the city that never sleeps, explore incredible sports venues, learn from renowned guest speakers, and create unforgettable memories! Are you joining us?
Highlights of previous editions
Every year, we visit inspiring locations. In 2024, we visited Hampden Park, Murrayfield Stadium and Celtic Park. In 2023, we visited Allianz Arena and WWK Arena. In 2022, the Masterclass took place at Tottenham Hotspur Stadium and Leicester City Training Grounds. When you attend a Masterclass, you know what to expect, but you’re always in for a surprise as well! Take a look at some highlights of our previous editions.
New York City
Known as “The City That Never Sleeps,” New York City is a dynamic and iconic destination that offers something for everyone. From the dazzling lights of Times Square to the peaceful paths in Central Park, NYC blends culture, entertainment, and endless possibilities. With world-famous landmarks like the Statue of Liberty, the Empire State Building, and the Brooklyn Bridge, there’s no shortage of photo-worthy moments. Beyond its cultural landmarks and creative spirit, New York is a paradise for sports enthusiasts. Home to iconic teams like the Yankees, Mets, Knicks, and Rangers, the city offers countless ways to experience the thrill of live sports. Legendary venues like Madison Square Garden, Yankee Stadium, and Citi Field bring fans together for unforgettable games, while the annual New York City Marathon draws athletes from around the globe. NYC’s unique mix of excitement and community creates the perfect setting to gather, connect, and celebrate shared passions.
MetLife Stadium
MetLife Stadium, located just outside New York City, is one of the largest and most impressive multi-purpose stadiums in the U.S. With a capacity of 82,500, it’s home to both the New York Giants and New York Jets, making it unique in hosting two NFL teams. Known for its innovative design, MetLife offers an outstanding fan experience, with high-definition video displays and fantastic sightlines from every seat. It’s also a prime venue for international soccer matches, concerts, and other major events. Easily accessible from NYC, MetLife Stadium brings fans closer to the action and creates unforgettable experiences for every visitor. MetLife Stadium has gotten the honour of hosting the World Cup 2026 final on Sunday, 19 July 2026.
Citi Field
Home to the New York Mets, Citi Field Stadium is a beloved landmark in Queens and a true mecca for baseball enthusiasts. Known for its classic ballpark design, Citi Field combines the charm of a traditional baseball stadium with modern amenities, offering a warm, inviting atmosphere for fans of all ages. The stadium is designed to provide excellent views from every seat, ensuring a memorable experience no matter where you’re sitting. Beyond baseball, Citi Field is a versatile venue that sometimes hosts football matches for NYCFC, as well as concerts and community events that bring people together. With its family-friendly vibe and stunning facilities, Citi Field is more than just a stadium, it’s a hub of excitement and entertainment. Whether you’re catching a Mets game, enjoying a soccer match, or attending a concert, Citi Field captures the essence of New York City’s unique energy and spirit.
Yankee Stadium
Yankee Stadium is the iconic home of the New York Yankees, located in the Bronx in New York City. The stadium opened in 2009 and holds the title of most expensive baseball stadium ever built, with a construction cost of $2.3 billion. The stadium is one of the biggest baseball venues in the world, with a total capacity of 46,537 people. Designed with sustainability in mind, Yankee Stadium features water- and energy-efficient solutions, earning its reputation as the greenest stadium in New York. It also includes a Yankees Museum and Monument Park, celebrating the team’s rich history and legendary players. Yankee Stadium does not only host baseball matches of the New York Yankees, but also football matches for New York City FC, American football games, concerts, and other events. Over the years, it has become a multi-purpose venue, welcoming fans from all over the world for unforgettable experiences.
“The attendees will experience a completely different approach to pitch management at Citi Field. We primarily host baseball, but also football and concerts, all during the season between March and November. This requires a very specific strategy that you won’t find anywhere else.”
Sports Illustrated Stadium
Sports Illustrated Stadium, located in Harrison, New Jersey, is a premier soccer-specific stadium and home to the New York Red Bulls (MLS). Opened in 2010, the arena boasts a seating capacity of 25,000, offering an intimate and electrifying atmosphere for fans. Its distinctive design includes a full-roof canopy that not only protects spectators from the elements but also amplifies crowd noise, enhancing the match-day experience. The field features natural grass, catering to high-level play. Beyond MLS games, the arena hosts international matches, concerts, and other events, making it a versatile and iconic venue. Its modern facilities and convenient location near public transport make it a top destination for sports and entertainment enthusiasts in the New York metropolitan area.
Registration
The Masterclass is an exclusive event for customers. You can register using the link in the official invitation sent to your inbox. If you haven’t received the invitation or can’t locate it, please send an email to marketing@sglsystem.com.
Programme
Optional programme & pre-Masterclass drinks
For those arriving prior to the official start of the Masterclass, we are delighted to offer an additional programme. At 13:30, the bus leaves for Sports Illustrated Stadium (home of the New York Red Bulls) for a stadium tour.
In the evening, it’s time for the pre-Masterclass drinks! We’re excited to welcome you at 20:30 at the Civilian Hotel rooftop bar. The evening wraps up at 23:00 so that everyone is fresh and ready for the Masterclass kick-off the following day.
Masterclass day 1
| 7:45 – 8:30 | Travel to MetLife Stadium |
| 8:30 – 8:45 | Welcome coffee |
| 8:45 – 9:30 | Welcome presentation by Frank van Beusekom |
| 9:30 – 10:15 | Guest speaker presentation by Alan Ferguson – FIFA WC2026 |
| 10:15 – 10:30 | Coffee break |
| 10:30 – 11:15 | Guest speaker presentation Matt Greiner – San Francisco 49ers |
| 11:15 – 12:15 | Pitch visit & interactive session |
| 12:15 – 13:30 | Lunch |
| 13:30 – 14:30 | Pitch visit & interactive session |
| 14:30 – 15:00 | Closing presentation |
| 15:00 – 15:45 | Transfer to hotel |
| 17:30 – 22:00 | Evening programme |
Masterclass day 2
| 8:15 – 9:00 | Travel to Citi Field Stadium |
| 9:00 – 9:15 | Welcome coffee |
| 9:15 – 9:45 | Welcome presentation by Frank van Beusekom |
| 9:45 – 10:30 | Presentation by Fredrik Cornell & Simeon Liljenberg |
| 10:30 – 10:45 | Coffee break |
| 10:45 – 11:30 | Panel discussion |
| 11:30 – 12:30 | Pitch visit – Citi Field |
| 12:30 – 13:30 | Lunch |
| 13:30 – 14:15 | Travel to Yankee Stadium |
| 14:30 – 15:45 | Stadium tour – Yankee Stadium |
| 15:45 – 16:30 | Closing drinks |
| 16:30 | Transfer back to Civilian Hotel |
Speakers
Alan Ferguson – Senior Pitch Management Manager, FIFA
Alan Ferguson is a globally recognised expert in sports turf management and currently serves as FIFA’s Senior Pitch Management Manager. With decades of experience in maintaining and delivering world-class playing surfaces, Alan has been instrumental in setting the global standard for football pitch quality.
Alan’s role at FIFA involves overseeing the preparation of pitches for major tournaments, including the FIFA World Cup. For the 2026 World Cup, which spans the United States, Canada, and Mexico, he is leading an unprecedented pitch research initiative in collaboration with the University of Tennessee and Michigan State University. This project aims to optimise playing surfaces, ensuring they meet the highest standards of performance and sustainability.
A respected voice in the industry, Alan combines technical expertise with strategic vision, helping grounds managers worldwide understand the complexities of stadium pitch preparation. His insights continue to shape the future of pitch management on football’s biggest stages.
Alan Ferguson’s presentation will focus on the latest innovations and strategies in pitch preparation and management, with insights from his work on optimising playing surfaces for the 2026 FIFA World Cup.
Matt Greiner – Director of Groundskeeping, San Francisco 49ers
Matt Greiner joined the San Francisco 49ers as an assistant groundskeeper in 2009 and worked his way up to become Director of Groundskeeping. Previously, he spent 10 seasons as the Senior Manager & Head Groundskeeper. In his current role, Matt oversees the maintenance of all playing surfaces and landscaping at Levi’s Stadium and the team’s training facility in Santa Clara.
Levi’s Stadium, home of the San Francisco 49ers, opened in 2014 and has a capacity of 71,000. In addition to NFL games, the stadium hosts college football, concerts by internationally renowned artists such as Metallica, and major events like Copa América 2024, Super Bowl LX in 2026, and the FIFA World Cup 2026. During the World Cup, it will be referred to as the San Francisco Bay Area Stadium and is set to host five group matches and one round-of-32 match.
In his presentation, Matt will share insights about his work at Levi’s Stadium, including maintaining a world-class NFL natural grass pitch and preparing for the FIFA World Cup 2026.
Fredrik Cornell – CEO, Strawberry Arena
Fredrik Cornell is the CEO of the Strawberry Arena in Stockholm, Sweden. In his role, Fredrik is used to focus on the big picture. However, he likes to get hands-on with the technologies on the ground because he believes the pitch is the most important asset of a stadium.
The Strawberry Arena is the largest stadium in Scandinavia, with a capacity of 50,000, and features one of the world’s northernmost natural grass pitches. Despite allowing only 10% of natural sunlight to reach the pitch and hosting 50 events annually — including concerts and both international and national sporting events — the pitch remains highly praised for its quality.
Simeon Liljenberg – Head of Agronomy, Sela & Strawberry Arena
Simeon Liljenberg is a highly experienced groundsman, involved in some of the most innovative projects in the industry. For over a decade, he has served as the Head Groundsman at Strawberry Arena (formerly Friends Arena), a multi-purpose venue that hosts not only football matches but also a wide variety of concerts and events throughout the year.
In addition to this, Simeon is the Head of Agronomy at Sela, where he led the development of a top-quality football pitch at Kingdom Arena, a fully indoor stadium. His work on this project earned his team two Guinness World Records, highlighting his expertise and dedication to excellence.
CIVILIAN Hotel
Located in the heart of Manhattan, Civilian Hotel offers a stylish and comfortable retreat amidst the city’s energy. Inspired by New York soul and the Hell’s Kitchen neighbourhood, this boutique hotel combines contemporary design with classic touches, bringing the energy of the city indoors. Its prime location puts you within walking distance of Times Square, Broadway, and some of the city’s best dining and shopping spots. The rooms are thoughtfully designed with a focus on comfort and unique decor inspired by New York’s artistic culture. Civilian Hotel provides us an ideal base for the Masterclass 2025 while enjoying the luxury and comfort of a well-curated stay.
Travel
CIVILIAN Hotel is located on W 48th Street between 8th and 9th Avenues (closer to 8th). The hotel is near two subway stations on 49th and 50th Streets, and it’s just a half-mile walk from Port Authority and one mile from Penn Station and Hudson Yards.
New York City has three international airports:
- LaGuardia Airport: 25 minutes by taxi, 50 minutes by public transport
- John F. Kennedy International Airport: 30 minutes by taxi, 60 minutes by public transport
- Newark Liberty International Airport: 30 minutes by taxi, 90 minutes by public transport
Please note: transportation to and from the airport is at your own cost. We will arrange all transportation included in the programme.
For attendees arriving by car, we recommend ICON PARKING at 790, 8th Avenue, conveniently located one block from CIVILIAN.
ESTA
An ESTA (Electronic System for Travel Authorization) is an online system used by the U.S. government to determine the eligibility of visitors from Visa Waiver Program (VWP) countries to travel to the United States without a visa. It is required for all travellers entering the U.S. by air or sea for tourism, business, or transit purposes. The ESTA helps ensure that travellers meet the necessary security requirements before boarding their flight, providing a faster and more efficient entry process upon arrival. Applying for an ESTA is a quick and simple way to gain authorization for short visits to the U.S.
Click here to apply for your ESTA.
Terms and conditions
- Registration is open to SGL customers only
- Each customer is allowed to register a maximum of three people
- There is a maximum of 100 participants
- After 100 registrations, following registrations will be put on a waiting list
- Tickets are sold on a first come first serve base
- Registration closing date: Friday, 31 January 2025
- Transfers to and from the airport are at your own expense.
- The hotel night booked through the registration form are from Tuesday 18 March until Thursday 20 March (two nights in total).
- Food and beverages will be provided during the official programme on Wednesday and Thursday. Therefore, no joint dinner will be organised on Tuesday.
- Customers that use sustainable and data driven SGL technology are entitled to a discount on their Masterclass tickets. Please see the conditions of the Sustainability Incentive Programme for further details.
Payment & cancellation
- The price is based on the number of participants and the discount percentage as per the Sustainability Incentive Programme
- Your payment must be received by 1 March 2025 to participate in the SGL Masterclass 2025
- For payment and/or invoice queries, please contact finance@sglsystem.com
- Cancellations received after 14 February 2025 will be non-refundable
- Notification of cancellation must be in writing – by email to marketing@sglsystem.com
