Long before sophisticated mobile apps and instant digital polling became the norm, fan interactivity relied on a clunkier, yet highly lucrative technology: the premium SMS. Page 18 of the programme captures a joyful moment featuring the Swedish midfield dynamo Simon Tibbling, clutching a bouquet of flowers and a trophy. He had just been crowned “Man of the Match” for his stellar performance in the previous clash against northern rivals SC Cambuur.
The underlying mechanics of this award are a fascinating snapshot of mid-2010s football culture. Tibbling crushed the vote, securing a massive 46% of the fan ballots sent via text message. The article excitedly details the ongoing season-long race for the player of the year, sponsored by energy giant Essent, noting that Tibbling was aggressively closing the gap on the team’s creative talisman, Tjaronn Chery.
Tibbling’s popularity was explosive. With his boyish looks, relentless running, and surprisingly mature tactical brain, he instantly won over the demanding home crowd. The SMS voting system allowed the fans to tangibly express their adoration—while conveniently generating some extra revenue for the club and telecom providers. Every text sent was a digital pat on the back for the young Swede who had taken the midfield by storm.
A Look into the Future
Simon Tibbling would go on to become a cult hero, famously helping the club secure the KNVB Cup shortly after this period. However, modern football is rarely a fairy tale. By 2026, Tibbling has morphed into a true European journeyman, plying his trade across various leagues (including stints in Denmark with Brøndby, in Sweden, and even a brief return to the Netherlands with Emmen). While his career perhaps didn’t reach the absolute elite heights predicted during his breakthrough, in Groningen, he is forever frozen in time as the tireless, smiling kid who won the hearts of the terraces.