If you look closely at the matchday programmes of FC Groningen across different seasons, certain names become familiar fixtures, quietly supporting the club year after year. One such loyal partner is De Stucadoor van der Velde, whose elegant, cursive-logo advertisement graces the bottom right corner of page 7 in the May 2013 edition against Ajax.
Located at Noorderhaven 23, right in the historic heart of the city, this plastering business represents the backbone of the local economy: skilled craftsmen and family-run enterprises. Football clubs often boast about multi-national sponsors, but it is the local builders, plumbers, and plasterers who buy the business seats, sponsor the youth teams, and keep the club deeply rooted in the community. The ad is minimalist—just the name, address, phone number, and an email—relying on word-of-mouth and the prestige of being associated with the Pride of the North.
In 2013, the construction and renovation sector in the northern Netherlands was steady, but it was on the verge of a massive, unforeseen boom. The presence of local contractors in the football programme is a reminder of the physical labor and craftsmanship that builds and maintains the city the fans call home.
A Look into the Future
By 2026, the services of skilled plasterers and builders in the Groningen region became more critical than anyone in 2013 could have anticipated. The escalating seismic crisis caused by gas extraction led to a massive, government-funded operation to repair, reinforce, and rebuild thousands of homes across the province. Local craftsmen like those at De Stucadoor van der Velde found themselves on the frontlines of this monumental task, repairing the literal cracks in the community. Their enduring presence in the club’s history is a testament to the resilience of local northern businesses.