From supporter to Official Creative Supplier

By now, we've been involved as a creative partner with the KNVB for over five years. And this week we're celebrating that we've officially renewed the collaboration. Time to pause and reflect on this special partnership, from the European Championship to hopefully next year's World Cup.

The beginning

The KNVB, with the Dutch national team as its flagship of course, is a name I looked up to as a kid. When they knocked on ODB's door a few years ago for the social visual identity and the visual work around EURO 2020, that was a personal milestone for me. After the missed tournaments (EURO 2016, World Cup 2018), it was finally time for Oranje on the big stage again. The New Wave was rising. Young talent, a fresh generation. And we got to contribute to that as an agency. COVID threw a spanner in the works for a bit, but a year later, in 2021, everything went live. A campaign full of new energy, and a great first collaboration.

What you don't see from the outside

Something I never fully realised beforehand: how big and multi-faceted the KNVB is as an organisation. It's not just the Dutch national team. It's men, women, youth, Futsal, the OranjeLeeuwinnen, amateur clubs, referees, associations and of course the volunteers.

That's what makes the work so diverse. One moment we're working on a squad announcement video with Van Gaal, the next we're thinking through recruitment campaigns for girls' football or designing the matchday visual for a futsal tournament. And the KNVB-side team? Always full of ideas and busy with how things can be better, more beautiful and more relevant for a new generation of football lovers.

5 years, lots of highlights

By now we've been able to work on plenty of campaigns. A few personal highlights:

• EURO 2020 (2021): the beginning of everything. New visual line and socials around the tournament.
• Ga voetballen als Oranje (with Snelle): SAN Accent + UEFA Grow Award
• World Cup 2022 squad announcement: starring Louis van Gaal
• Recruitment campaign with Monica Geuze: aimed at young girls and their parents
• Visual identity KNVB + sub-brands: from top to grassroots football

What do all these projects have in common? They bring Dutch football to life for millions of fans. Literally: research has been done on the number of football fans in the Netherlands and it's 12 million. That remains a special thought.

On to the 2026 World Cup

We're proud to call ourselves Official Creative Supplier of the KNVB again. Together we'll keep building a brand that's not just relevant for now, but for the future too. Let's go for a spot at the 2026 World Cup. And who knows… maybe together we'll bring home that coveted world title.

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