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KNVB youth marketing campaign wins UEFA GROW Award

KNVB Media
KNVB Media
3 December 2021, 17:00

The KNVB has won the UEFA Grow Award with its youth campaign Go and play football like the Oranje - an ode to amateur football. - Foto: KNVB Media

The KNVB has won a UEFA GROW Award in the Communications Marketing category with its campaign ‘Go and play football like the Oranje' (Ga voetballen als Oranje). The jury praised the clarity of the campaign goal and said it was impressed by the way it had reached the target group with the help of a well-known artist.

Lemonade

Because of the coronavirus pandemic, the number of players in the youngest age group (pupils, aged 4 to 12) signing up for a football club had gone down. This prompted the KNVB to launch a campaign aimed at drawing more children into the game.

Central to the campaign is the song 'Limonade', written by Dutch pop sensation Snelle while watching his younger brothers playing football. The song is an ode to amateur football and the music video shows little boys and girls dreaming of playing football like their heroes in the national team.

Snelle with Limonade (feat. Netherlands stars) 

The UEFA Grow Award was presented by former Portugal legend Luis Figo.

UEFA GROW Awards

The UEFA GROW Awards are presented every two years to reward and promote the initiatives and successes of the 55 members of Europe’s football governing body. 

The KNVB was also nominated in the Fan Engagement category. The 'WeTheWave' campaign made it to the shortlist, but didn’t quite make it in the end. In total, more than 150 entries from different associations competed for the awards.

We the Wave We the Wave Watch We the Wave

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