A football club’s matchday programme is a mirror reflecting the lifestyle and habits of its supporters. Amidst the ads for heavy industry and construction on page 20 of the September 2013 booklet, there is a bright, colorful invitation to relax: an advertisement for Camping Wedderbergen.
Featuring a vibrant butterfly logo, the ad encourages fans with a simple call to action: “Boek uw vakantie in Groningen” (Book your holiday in Groningen). Located in the eastern part of the province, near the German border, Camping Wedderbergen has long been a staple of local leisure. For the working-class and middle-class families sitting in the stands of the Euroborg, a summer holiday didn’t always mean an expensive flight to Spain or Turkey. Often, it meant packing the car, driving an hour east, and enjoying a “staycation” in a chalet or a caravan in their own beautiful province.
Advertising a local campsite in a football programme is a highly targeted strategy. It appeals directly to the regional pride of the supporters, offering an accessible, family-friendly escape from the daily grind. It is a reminder that the football club and the local recreation sector share the exact same goal: providing weekend joy to the people of the north.
A Look into the Future
The concept of the local “staycation” advertised here in 2013 would experience a massive, unforeseen boom in the 2020s, initially driven by global travel restrictions and later by a growing appreciation for sustainable, local tourism. By 2026, Camping Wedderbergen has evolved significantly from a traditional campsite into a massive, modernized holiday park, boasting one of the largest indoor water parks in the Netherlands and luxury accommodations. Yet, despite its massive upgrades, its core appeal remains exactly the same as it was in this 2013 advertisement: providing a perfect, close-to-home getaway for the families of Groningen.