A regional football club possesses a unique convening power; it can mobilize thousands of people for a cause faster than almost any other institution. On page 29 of the April 2014 matchday programme, FC Groningen dedicated its platform to a cause far bigger than football: Make-A-Wish Nederland.
The news block, titled “DUEL IN TEKEN VAN MAKE-A-WISH” (Duel dedicated to Make-A-Wish), announces that a collection would be held before the match against NAC Breda. But the club’s involvement went much deeper. The text details a massive benefit evening organized by the club’s own event bureau, featuring performances and a high-profile auction. The standout item on the auction block? A skating suit belonging to Dutch Olympic champion Sven Kramer.
Including an item from a speed skating legend in a football charity auction is a brilliant reflection of Dutch sporting culture, where ice skating holds a status almost equal to football during the winter months. The programme also highlights grassroots efforts, mentioning a charity run in the nearby village of Bedum whose proceeds would also go to the foundation. It shows the club acting as the central hub for regional philanthropy.
A Look into the Future
The partnership between FC Groningen and various charitable foundations only deepened in the following decade. By 2026, the club’s dedicated social arm, Stichting FC Groningen in de Maatschappij, runs year-round programs focusing on health, inclusion, and poverty reduction in the northern provinces. The benefit evening mentioned in this 2014 programme was part of a long, proud tradition of the club using the immense gravity of the Euroborg to grant wishes and support those in the community facing their darkest hours.