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UEFA X Rockstar Energy

Trafalgar Square

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UEFA Champions Innovate Programme and Pavegen’s Kinetic Dance Floor at the UEFA Champions Festival


In 2024, UEFA’s Champions Innovate Programme embarked on a mission to revolutionise fan engagement and promote sustainability at the UEFA Champions League Final. This initiative, in collaboration with PepsiCo, Just Eat Takeaway.com, and Mastercard, sought to address modern challenges through innovative solutions. One of the standout projects from this programme was the creation of the world's largest kinetic dance floor by Pavegen and Rockstar Energy at the UEFA Champions Festival in Trafalgar Square, London. 

Launched to foster innovation and sustainability, UEFA’s Champions Innovate Programme aimed to integrate cutting-edge technologies and practices into the UEFA Champions League Final festivities. In December 2023, UEFA announced that Pavegen, a pioneer in kinetic energy technology, was selected to participate in this initiative. The programme set three main challenges for the participating startups, focusing on green energy, sustainable food, and fan engagement. 

The Green Energy Challenge

Pavegen, renowned for its kinetic flooring technology, was chosen to tackle the Green Energy Challenge. This challenge, sponsored by Rockstar Energy Drink (a PepsiCo brand), aimed to harness fan energy to power elements of the UEFA Champions League Final Kick Off Show by Pepsi®. Pavegen's smart flooring technology converts the kinetic energy from footsteps into electrical power, making it an ideal solution for large-scale events. 


Pavegen designed and built an eye-catching and stylish installation using strobe lights and gamification with the ‘ElectroShuffle’. The ElectroShuffle challenged visitors to use their best dance moves to generate the most real-time energy in competition with each other. Two Pavegen platforms allowed players to battle for the top spot on the leaderboard and compete for the chance to win tickets to next year’s festival.

The Creation of the World's Largest Kinetic Dance Floor

The culmination of Pavegen’s participation in the Champions Innovate Programme was showcased at the UEFA Champions Festival’s Friday Night Show on May 31st, 2024. Held in Trafalgar Square, the event featured a performance by British dance act Rudimental. The highlight of the night was the kinetic dance floor, which used Pavegen’s tiles to capture the energy from dancing fans and convert it into electricity. This power was then used to operate the DJ booth and microphone, creating a unique, sustainable experience for over 6,300 attendees. 


Fan Reactions and Engagement 


Festival-goers were thrilled by the interactive dance floor. Daniel from London expressed his excitement, saying, “I really like this dance floor, it’s great, it feels so responsive - it’s cool that it’s the first time ever something like this has been done in Trafalgar Square!”


Amir from Surrey added, “It’s amazing how the floor is making electricity for the show. It makes me want to dance more!” 

Pavegen and Rockstar Energy Dance Floor

The Impact and Future of Champions Innovate

Over 6,300 people generated energy at the UEFA Friday Night Show!

The UEFA Champions Festival in Trafalgar Square attracted attendees from over 100 countries, showcasing the global appeal and impact of the event. Pavegen’s technology seamlessly blended innovation with entertainment, setting a new standard for sustainable event experiences. The success of this project underscores the potential of kinetic energy technology in creating sustainable solutions for large-scale events. 

Leadership Insights 

Laurence Kemball-Cook, CEO of Pavegen, highlighted the significance of this event:

“Our participation in the UEFA Champions Festival has been a phenomenal success. Feeling the energy and enthusiasm from the crowd and seeing Pavegen in action, helping to power such an iconic event, was truly inspiring. We’re proud to partner with UEFA and Rockstar Energy to demonstrate how innovative solutions can drive sustainability and community engagement.” 

Bart LaCount, Vice President of International Beverages Marketing at PepsiCo, echoed this sentiment:

“The collaboration between Rockstar Energy Drink and Pavegen allowed us to take energy to another level. Fans danced the night away while also contributing to power the event—thanks to the kinetic dance floor. Following the show, we will continue our partnership with Pavegen, sustainably fuelling and powering a summer of music experiences.” 

Looking ahead, the collaboration between UEFA, Pavegen, and PepsiCo is more than a one-off experiment. It marks the beginning of an ongoing partnership aimed at promoting sustainability in urban environments. Pavegen’s kinetic technology offers a glimpse into a future where every step we take can make a difference. 

The Power of Engagement in Sustainability

The UEFA Champions Innovate Programme has demonstrated the power of collaboration in addressing global challenges. By bringing together commercial partners, startups, and city authorities, the programme has fostered innovative solutions with real-world impact. The kinetic dance floor at the UEFA Champions Festival stands as a testament to the transformative potential of renewable energy technology in enhancing fan engagement and promoting sustainability.