Johan Cruyff, the greatest footballer our country has ever known. He left an indelible mark not only on the field but also off it, including the establishment of the Johan Cruyff Foundation. In 1997, during his time in the United States, Johan had a neighbor with Down syndrome. The boy didn’t join the other kids playing in the street because he wasn’t included in the group. Johan reached out to him in a playful way, earned his trust and the boy gradually opened up. One day, he joined in the games and was beaming from ear to ear. For Johan, the transformative power of sports was undeniable.
Since 2016, we have proudly served as the sports marketing agency for the Johan Cruyff Foundation. Through this partnership, we contribute to getting children active, especially those for whom this is not a given. Inspired by the innovative thinker Johan Cruyff, we continuously strive to avoid conventional paths in everything we develop together.
Naturally, the focus is almost always on the fundraising aspect. How do we attract new partners? What new propositions are needed? How do we keep Johan’s legacy alive for younger generations? And how do we increase participation in the successful Cruyff Legacy 14K? These are just a few of the questions we’ve been answering together for many years.
