The true charm of a matchday programme often lies not in the glossy full-page spreads of global brands, but in the dense collages of small, hyper-local advertisements. These tiny blocks are the lifeblood of grassroots support. On this page, amidst a local fishing tackle shop (Hengelsport Noord) and a construction firm from the village of Schildwolde, sits an absolute gem of local marketing: a modest ad for Hotel de Jong located on the beautiful resort island of Ameland.
What makes this advertisement spectacular is its direct call to action: “Show this programme and get a 10% discount on your stay!” This is the ultimate proof of a localized, trust-based economy. The hotel owners know that FC Groningen supporters are their prime demographic for weekend getaways and summer vacations. By offering a tangible discount simply for carrying a matchday booklet, they transformed a simple piece of paper into a valuable regional currency.
This mix of a rural construction company from Schildwolde sitting right next to an island hotel from Ameland perfectly encapsulates the “Ommeland” spirit. The club is a unifying force that binds together the mainland farmers, city workers, and island hospitality businesses. It shows that supporting the club is a deeply interconnected regional ecosystem.
A Look into the Future
In 2026, the Wadden Islands, including Ameland, have become even more premium destinations, focusing heavily on eco-tourism and sustainable hospitality. Hotel de Jong has likely undergone modern renovations, yet the tradition of catering to Northern loyalists remains. While physical programmes with tear-out coupons have largely been replaced by digital QR codes in the club’s app, the cultural habit of “Northern businesses supporting Northern fans” is stronger than ever.