When a stadium erupts after a last-minute goal or a global pop star takes the stage before tens of thousands of fans, the spotlight is firmly on the performers. But behind those moments are hundreds of workers—security staff, ticket takers, hospitality teams and other temporary roles, whose coordination has long relied on manual processes. Ubeya, is trying to change that.
As the live events industry gradually adopts digital infrastructure, Ubeya has developed workforce-management software designed specifically for large-scale events. The platform replaces a patchwork of WhatsApp groups, spreadsheets and phone calls with a centralized system for recruiting staff, assigning shifts, tracking attendance and processing payroll.
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Ubeya was founded in 2017 by CEO Omri Dekalo and CTO Yuval Weinbaum
(Photo: Nahumi Hay)
For decades, staffing major sporting events and concerts has often involved coordinators juggling clipboards, last-minute calls to replace workers who failed to show up and wage calculations completed in Excel after events conclude. While many sectors have adopted digital tools to manage workforces, live events have largely continued to rely on manual coordination.
As venues grow larger and event schedules intensify, many operators are beginning to replace manual coordination with specialized workforce software. Companies like Ubeya are positioning themselves to fill that gap.
Founded in 2017 by CEO Omri Dekalo and CTO Yuval Weinbaum, Ubeya is modernizing those operations. Its platform allows venues and staffing agencies to recruit workers, assign shifts and monitor attendance in real time, while automating payroll processes that previously required separate systems.
The platform also enables organizers to manage third-party staffing vendors and contractors within a single interface. That gives event operators a unified view of who is scheduled, who has checked in and which teams are responsible for different parts of a venue.
“Events have always operated this way because the tools to do it differently simply didn’t exist,” Dekalo said. “We saw an entire sector managing enormous complexity with infrastructure that hadn’t changed in a generation.”
Ubeya’s system is designed to address that complexity. Event planners can post available shifts, recruit from a pool of workers and track attendance during the event itself. The platform also uses AI-driven scheduling to match workers with shifts based on factors such as availability, experience, training and previous team assignments, which the company says can help reduce last-minute staffing gaps.
The scale of those challenges is particularly visible at large venues. Ubeya’s platform is used by major sites including Wembley Stadium and London’s O2 Arena, as well as soccer clubs such as Arsenal, Chelsea and Ajax. It has also been deployed at high-profile events including the UEFA Champions League final, Wimbledon, Formula One race weekends and large stadium tours such as Taylor Swift’s Eras Tour.
Events of that scale often require coordinating hundreds of temporary workers within narrow operational windows. Organizers say that a single unfilled role or miscommunication can affect crowd flow, security operations or the overall guest experience.
Spectators may remember the winning goal or the final encore. Behind those moments, however, are thousands of workers whose schedules, assignments and payroll are increasingly managed by platforms operating quietly behind the scenes.
First published: 19:31, 03.11.26