Albert Heijn

Save up for your local football club.

Strategy, Campaign

The Netherlands

Make sports count

Contribution to amateur football
Participating clubs
0 +
spared the number 1, SC Feyenoord

Albert Heijn is ‘Supporter of footballing Netherlands’ and therefore also of amateur football. With more than 3,000 amateur clubs and 1.2 million club footballers, the Netherlands has a unique football landscape. But clubs are under pressure and could use a helping hand.


Digital savings for local football club.
Albert Heijn – in collaboration with the KNVB – Football Passion: a digital savings programme that allows consumers to support local football clubs, simply by shopping at Albert Heijn.

In the AH app, you could save Football Passion points when buying more than 1,500 participating action products. Double savings points were even given on all fruit and vegetable purchases. With a full digital savings card of 10 points, a local football club of your choice was sponsored with €1.

Nice proceeds for amateur football clubs in the Netherlands.
Together, savers saved €1,600,000 for all amateur football clubs in the Netherlands. With the amount raised by Football Passion, the clubs can, for example, purchase training equipment or build up a financial reserve for the maintenance of fields or the canteen.

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