A matchday programme is not just a sports publication; it is a vibrant directory of the regional economy. Page 7 of the December 2014 edition is a beautiful mosaic of local businesses from across the northern provinces—Oosterwolde, Assen, Winschoten, and Hoogezand—all united by their support for FC Groningen.
Among the ads for florists (van der Laan Bloemenshop) and memorial monuments (De Weijs Gedenkmonumenten), one advertisement stands out for its brilliant use of local culture. VHC ActiFood, a wholesale catering supplier based in Oosterwolde, features a fleet of their bright yellow delivery trucks parked in a row. Above them, in bold green letters, is the ultimate Northern Dutch battle cry: “Nait soezen moar broezen!”
This phrase, written in the local Gronings dialect, roughly translates to “Don’t whine, just push hard” or “Stop complaining and get to work.” It is the perfect encapsulation of the down-to-earth, hard-working mentality of the region. By using this specific dialect in a B2B advertisement inside a football programme, the company wasn’t just selling food supplies; they were aligning their corporate identity with the cultural DNA of the club’s fanbase. It’s a masterclass in regional marketing.
A Look into the Future
In the hyper-globalized football landscape of 2026, where stadiums are often plastered with ads for international crypto exchanges and betting syndicates, these pages of local B2B advertising feel increasingly precious. They remind us that a football club is the economic anchor of its province. The companies listed here—the local painters, florists, and food suppliers—are the ones who truly keep the grassroots ecosystem alive. And the motto “Nait soezen moar broezen!” remains as relevant today on the terraces of the stadium as it did a decade ago.