A matchday programme is often viewed purely as a vessel for football statistics and tactical previews, but the May 2013 edition for the FC Groningen versus Ajax clash proves it is also a mirror reflecting the club’s deep integration into the local community. Dominating the right side of the opening spread is a striking campaign by Menzis, a major Dutch health insurance company, highlighting that scoring goals isn’t just for the pitch—it’s for society, too.
Under the clever headline “de menz scoort” (a play on the company’s name and the concept of humanity scoring), the advertisement shines a spotlight on the Stichting FC Groningen in de Maatschappij (FC Groningen in Society Foundation). In 2013, corporate social responsibility was rapidly evolving from a corporate buzzword into tangible local action. Menzis proudly showcased its partnership with the club on several vital grassroots initiatives, most notably the FC Groningen Buurt Battle (a neighborhood football tournament aimed at youth engagement) and Scoren voor Gezondheid (Scoring for Health), a program designed to promote active lifestyles among schoolchildren in the northern provinces.
Perhaps the most heartwarming detail buried in this corporate messaging is the mention of Kids United. The programme proudly declares Menzis as the sponsor of this specific initiative, officially recognized as the “G-team” (teams for players with disabilities) of FC Groningen. In an era where top-tier football was becoming increasingly commercialized, this page served as a grounding reminder to the fans in the stands that their club’s influence extended far beyond the ninety minutes on the grass, directly impacting the health and inclusion of vulnerable local youth.
A Look into the Future
Looking back from the vantage point of 2026, the initiatives highlighted on this 2013 page were truly ahead of their time. Today, community foundations are mandatory pillars for any professional football club in Europe, heavily regulated and monitored by UEFA’s sustainability frameworks. Kids United has grown exponentially, becoming a beloved institution in the North and a gold standard for disability inclusion in Dutch sports. Meanwhile, Menzis continued its evolution in sports partnerships, eventually shifting its focus from traditional logo-on-shirt sponsorships to broader, nationwide preventative health campaigns, proving that the seeds planted in local community projects like the Buurt Battle had a lasting legacy.