The KNVB and host city Houston are focusing on connection: 'We’ll be turning the world orange during this World Cup too'

Frank Paauw and Gijs de Jong with the delegation from Houston. - Foto: KNVB Media

Today, a large delegation from Houston visited the KNVB Campus in the run-up to the 2026 World Cup. The visit involved an exchange of knowledge on innovation, partnerships and culture. Houston is the venue for the Netherlands’ second group match and will welcome over 5,000 Dutch fans, including some 1,800 Dutch residents. In addition, there is a large and active Oranje community in the United States that will also be supporting the team. Together with Secretary-General Gijs de Jong, we are looking forward to the upcoming football summer in this American host city, among others.

As the host city, Houston will be hosting seven World Cup matches this summer, including the Netherlands versus the winner of Play-off B. How is a city like Houston preparing for the arrival of Oranje fans?

'Close cooperation between the host city – in this case, Houston – and the KNVB is essential. We therefore got started immediately after the draw. Furthermore, Houston’s enthusiasm for welcoming all Oranje fans in June offers many opportunities. All preparations are focused on supporting travelling Oranje fans with energy and dedication, and on providing a safe and enjoyable experience.  In collaboration with the Ministry of Foreign Affairs and the Dutch embassies, we ensure that fans receive reliable and up-to-date information via the Oranje app regarding travel requirements, ESTA applications and local regulations. We also share practical tips to help make their journey and stay as smooth as possible.'

What is the KNVB’s focus during this World Cup?

First and foremost, we are proud of the Dutch national team and the fact that we have qualified for the World Cup again. The World Cup is the absolute highest stage in football, and we know the tournament will create great connection this summer. Our starting point is that players and staff can fully focus on their sporting performance.

At the same time, we remain true to our values: dialogue, connection, and innovation. Today's visit is dedicated to that. The KNVB is internationally known for an open, connecting, and progressive attitude, both on and off the field. Especially in a world where differences sometimes seem to stand in opposition to each other, football can bring people together. We are committed to that during this World Cup as well. With the Dutch national team, our Orange fans in the stadiums, our partners, and with the fan walks, we will color the world Orange again during this World Cup.

What does this turbulent geopolitical time concretely ask of the KNVB, and how are you and your partners giving shape to that?

'Our focus has long been on optimal preparation, so that players and staff can perform at their best under the best possible circumstances. The goal is clear: to go as far as possible on the world's biggest football stage, with the World Cup as our ultimate target.

Naturally, we understand the societal discussion. It must and may take place. We understand that people are worried. We live in turbulent times, where geopolitical and societal tensions follow each other rapidly. The war in the Middle East once again highlights how complex and changeable international relations are. We see and acknowledge that reality. At the same time, as the KNVB, we have a clear responsibility: we must position ourselves accordingly as the football association. We do this not alone, but together with the Dutch government, the governments of Canada, Mexico, and the United States, and FIFA, to manage everything properly. We closely follow international developments, but also maintain our focus: our eyes remain on the ball.'

How will the KNVB and Orange fans truly bring the 'Orange feeling' to life during the World Cup?

'With this World Cup, we want to appeal to a new generation of fans and bring the Orange feeling to life everywhere, including online. We look forward to full stadiums, to Orange celebrations in squares and streets. Wherever Orange fans come together, something special always arises. Our supporters are known worldwide for their courage, pride, and unity. They sing together, celebrate together, and stick together, regardless of their background or where they come from. That is precisely what makes the World Cup so special. 48 countries are participating in this final tournament. It is the biggest stage we have to show what the Netherlands stands for: fun, connection, and being proud of Orange together. This summer, we want to experience that feeling, from the Netherlands all the way to the United States, Canada, and Mexico.'

What role does the KNVB envision for politics on the world stage during the World Cup?

'The KNVB primarily sees a supportive and connecting role for politics during the World Cup. Of course, first and foremost, we always welcome it when the cabinet comes to cheer on Orange alongside the Orange fans. At the same time, a tournament of this magnitude is an important international platform on which the Netherlands can present itself, comparable to an event like the Olympic Games. With the expected presence of various world leaders, this World Cup also offers a valuable opportunity to position the Netherlands internationally, strengthen relationships, and engage in dialogue with other countries. In that light, we see involvement from the cabinet as an important addition, although it is not yet known who will actually travel. Together with the Dutch government, local authorities, and FIFA, we are working closely in the run-up to the World Cup to manage everything properly and optimally facilitate both the team and the Dutch fans.'

How are you concretely preparing, together with international partners, for a World Cup that should be felt everywhere by Orange fans?

'Many of our plans are currently in full development and execution. For the Orange fans traveling to Dallas, Houston, and Kansas City, we are creating a unique matchday experience with the host cities, featuring iconic fanzones, fan walks, and online activations that match the grandeur of this World Cup. Together with our international partners, we have looked ahead concretely and exchanged knowledge about the organization, experience, and impact of the tournament. Today's visit from the delegation from Houston to the KNVB Campus is a good example of this. Moments like these help us prepare the World Cup and the fan experience in detail.

Whether you've been cheering for years, are just joining, grew up in the Netherlands, or have roots elsewhere: within Orange, there is room for everyone's identity. With this World Cup, we are explicitly focusing on the next generation of fans. We are connecting the physical experience with a strong online fan experience and a morning show, so that fans in the stadiums and in the Netherlands shine in Orange together. One thing is certain: during the upcoming World Cup, we will build a global Orange experience together in which everyone can recognize themselves. Orange is more than a color; it stands for courage, pride, and unity.'