The relationship between a professional football club and the amateur teams in its region is usually defined by scouting and talent acquisition. However, page 13 of the October 2013 KNVB Cup programme reveals a brilliant initiative by FC Groningen that flipped this dynamic into a powerful engine for charity.
Under the headline “WIN EEN WEDSTRIJD TEGEN FC GRONINGEN” (Win a match against FC Groningen), the club announced a unique competition for all amateur clubs in the region. The premise was simple but highly motivating: the amateur club that raised the most money for Make-A-Wish Nederland (a foundation fulfilling the wishes of children with critical illnesses) would win the ultimate prize—a friendly match against the FC Groningen first team during the 2014/2015 pre-season.
This was a masterstroke of community engagement. It weaponized the fierce, competitive nature of local village clubs, channeling their desire to play against Eredivisie professionals into a massive fundraising drive. The club even provided participating teams with a “participation package” including a signed shirt and ball to help them run their own local lotteries. It proved that the gravity of the Euroborg could be used to generate real, tangible good in the community.
A Look into the Future
The partnership between FC Groningen and Make-A-Wish became a cornerstone of the club’s social identity throughout the 2010s. The pre-season friendly matches against the winning amateur sides became beloved summer traditions, drawing thousands of local fans to village pitches across the province. By 2026, the club’s philanthropic arm is highly institutionalized, but this 2013 announcement captures the raw, grassroots energy of using football as a direct catalyst for charity.