If you want to challenge the outdated stereotype that football matchday programmes are only filled with advertisements for beer, cars, and construction materials, look no further than the middle of page 70. Here, we find a bright red and white ad for Zijlstra naaimachines (sewing machines), located on the Sontweg right next to the Groningen IKEA.
The ad promotes a special offer for a Toyota ‘Super Jeans’ sewing machine, discounted to €149. The presence of a sewing machine advertisement in a football booklet is a brilliant indicator of the true, diverse demographic of the Euroborg. Football in the Netherlands is a deeply family-oriented event. The stands are filled with men, women, and children. Furthermore, in the post-crisis economy of 2013, the DIY (Do It Yourself) and repair culture was experiencing a massive resurgence. People were fixing their clothes rather than throwing them away. Zijlstra recognized that the tens of thousands of fans reading the programme represented a perfect cross-section of normal Dutch households.
A Look into the Future
By 2026, the concept of repairing your own clothes has evolved from a post-crisis economic necessity into a massive, trendy sustainability movement. Driven by the backlash against “fast fashion” and the rise of the circular economy, sewing and upcycling have become incredibly popular among younger generations. While the idea of advertising a sewing machine at a football match might have seemed slightly quirky in 2013, it actually foreshadowed a major cultural shift towards self-reliance and sustainability. And yes, Toyota still makes incredibly durable sewing machines, proving their engineering extends far beyond the automotive industry.