Johan Cruyff Foundation

Name

Johan Cruyff Foundation

Legal name

Stichting Johan Cruyff Foundation

Website

https://www.cruyff-foundation.org

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Youth Sport Development Charity

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Disability & Adaptive Sports Organizations (Paralympic, Special Olympics) (MPAKACAH), Amateur Event & Tournament Organizers (Meets, Invitationals, Opens) (MPAKACAL), Youth & Amateur Sports Tournaments (MPAGAMAF), Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ), Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)

Keywords

• Youth sports development
• Community sports programs
• Charitable foundation services
• Adaptive sport infrastructure
• School playground design

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Individual Donations: The foundation raises funds from individual donors who contribute to support sport projects for vulnerable children. Donations can be made through the website and are processed as charitable contributions.
2. Lottery Partnerships: Major revenue stream from lottery organizations including Postcode Loterij (Netherlands), People's Postcode Lottery (international), and VriendenLoterij. These lottery organizations allocate significant portions of proceeds to the foundation's projects. The foundation received over €1,350,000 from Postcode Loterij at the Goed Geld Gala.
3. Corporate Partnerships and Sponsorships: Companies like Ajax, MINI, Basic-Fit, Cargill, and dozens of others provide financial or in-kind support as partners and sponsors. This includes monetary contributions, provision of goods/services, and employee engagement programs.
4. Fundraising Events: Events like 'Koken met een Doel' (dinner fundraiser), the Koeman Cup (charity golf/padel tournament raising €100,140 in 2026), Cruyff Foundation Cup (corporate tournament raising €96,750), and merchandise sales generate direct revenue for sport projects.
5. Legacies and Bequests (Nalaten): The foundation encourages supporters to include the foundation in their wills, generating long-term revenue from estate gifts. The foundation has ANBI status since 2008, making bequests tax-advantageous for donors.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

The Johan Cruyff Foundation creates and maintains free physical sports infrastructure (Cruyff Courts, Speciale Cruyff Courts, and Schoolplein14 school playgrounds) and runs community sport programs (Heroes of the Cruyff Courts, Cruyff Foundation Coaches, FC STRAAT/Cruyff Street League) for children, particularly vulnerable youth and those with disabilities. It supplements these with annual events (Open Dag, Cruyff Foundation Cup, Koeman Cup, Cruyff Legacy 14K Run, Koken met een Doel, Koningsspelen, Meiden Event) and the Johan Cruijff Prize for young footballers.

Product overview

The Johan Cruyff Foundation operates a portfolio of sports and movement programs centered around three core pillars: (1) providing and maintaining physical sports infrastructure (Cruyff Courts, Speciale Cruyff Courts for disabled children, and Schoolplein14 school playgrounds), (2) social sports programs (Heroes of the Cruyff Courts youth empowerment, Cruyff Foundation Coaches, FC STRAAT/Cruyff Street League, and various social collaborations), and (3) organizing events (Cruyff Foundation Open Dag, Cruyff Foundation Cup, Koeman Cup, Cruyff Legacy 14K Run, Koken met een Doel, Koningsspelen, and Cruyff Foundation Meiden Event). The foundation also awards the Johan Cruijff Prize to talented young footballers. The organization focuses on children and youth for whom sports are not self-evident, particularly vulnerable children and those with disabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Cruyff Courts Multi-sport outdoor courts installed in disadvantaged neighborhoods, providing children and youth with safe spaces to play and meet. Courts are not limited to football and support multiple sports.
• Speciale Cruyff Courts Adapted sports courts designed for children with disabilities, ensuring inclusive access to sport facilities. Installed in partnership with adapted-equipment suppliers such as Nijha.
• Schoolplein14 (Schoolyard14) Sport markings and play equipment installed on school playgrounds, making outdoor spaces active and engaging for children during and after school hours. Over 450 schools have a Schoolplein14.
• Gehandicaptensport (Disability Sport Programs) Sports programs and activities for children with disabilities, supporting and developing inclusive sports opportunities through partnerships with disability sport organizations.
• Heroes of the Cruyff Courts Youth empowerment program where young people aged 14-21 organize sports events for their neighborhoods under guidance of a Cruyff Foundation Coach, fostering leadership and community engagement.
• Cruyff Foundation Coaches Certified training program for sports professionals to become Cruyff Foundation Coaches who lead the Heroes program and guide youth in organizing neighborhood sports events.
• FC STRAAT / Cruyff Street League Street football tournaments and qualification rounds that give youth the opportunity to compete in organized street football, with city finals such as the Cruyff Street League finale on the Dam in Amsterdam.
• Cruyff Foundation Open Dag (Open Day) Annual event where the Olympic Stadium is transformed into a sports paradise for children with disabilities to try various sports, with 1,200+ children participating.
• Cruyff Foundation Cup Annual corporate sports tournament that raises funds for sports projects for children with disabilities, with 26 companies participating in the 20th edition.
• Koeman Cup Charity golf and padel tournament organized by ambassador Ronald Koeman, with all proceeds donated to sports projects for children with disabilities. The 2026 edition raised €100,140.
• Cruyff Legacy 14K Run Social run held on Johan Cruijff's birthday to honor his legacy and support the Cruyff Foundation, running from stadium to stadium past memorable places from his life, with 4,000 participants.
• Koken met een Doel (Cooking with a Purpose) Annual fundraising dinner event that raises money for Cruyff Foundation projects, with the 2018 edition raising €330,750 for a Child Care Centre and Cruyff Court in South Africa.
• Koningsspelen (King's Games) Annual sports day initiative for elementary schools in the Netherlands, co-initiated with the Krajicek Foundation, promoting physical activity among primary school children.
• Johan Cruijff Prize Annual award given to the Young Footballer of the Year in the Eredivisie, accompanied by the opportunity to establish a Cruyff Court at a location of their choice.
• Cruyff Foundation Meiden Event Inspirational day with sports clinics, workshops and side-events specifically designed for girls from across the Netherlands to encourage them to engage in sports.

Quantifiable outcome

• 200+ standard Cruyff Courts, 50 Speciale Cruyff Courts, 450+ Schoolplein14 locations worldwide
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

33 partnerships are on record, tiered core and minor.

• AFC AjaxcoreGTM or Marketing PartnerAjax is a sponsor of the foundation and co-organizer of the Cruyff Legacy 14K Run. The partnership stems from Johan Cruijff's historic connection to Ajax. Edwin van der Sar serves on the foundation's board.
• MINI (BMW Group)coreGTM or Marketing PartnerThree-year partnership announced in 2018. MINI provides two MINI Cooper Clubmans and four MINI Cooper Countrymans to support the foundation's project visits and travel. Aligns with the foundation's mobility needs.
• FC Barcelona / Fundació FC Barcelona / Barça FoundationcoreStrategic or Co-development PartnerPartnership to open 15 Cruyff Courts in Catalonia, in collaboration with La Caixa and the Barça Foundation, using sport as a tool for social cohesion and inclusivity. Pep Guardiola serves as ambassador and board member.
• Yayasan Hasanah (Malaysia)coreStrategic or Co-development PartnerLocal partner in Malaysia for expansion of Cruyff Courts and Schoolplein14 across the country. The foundation has been active in Malaysia since 2012. Hasanah's Managing Director Shahira Ahmed Bazari emphasized creating inclusive, accessible spaces for young Malaysians.
• Ndlovu Care Group (South Africa)coreStrategic or Co-development PartnerLocal partner in South Africa, working with Dr. Hugo Tempelman, for Cruyff Courts and Child Care Centres in townships including Bloempoort and Elandsdoorn.
• Movement on the GroundminorStrategic or Co-development PartnerPartner with Johnny de Mol's foundation for potential Cruyff Court near a refugee camp on Lesbos, championed by ambassador Wesley Sneijder.
• KNVB / KNVB WorldCoachescoreStrategic or Co-development PartnerStrategic partnership for the 'Grenzeloos zwemmen' program with KNZB. KNVB WorldCoaches program collaborates on coach training in South Africa and other countries for Heroes of the Cruyff Courts programs.
• KNZB (Royal Dutch Swimming Federation)coreStrategic or Co-development PartnerSince 2010, the foundation works with KNZB under 'Grenzeloos zwemmen' to promote swimming and broad sport, talent development, and top sport. The foundation's support has helped Dutch para-swimmers achieve world-class results.
• UEFA Foundation for ChildrencoreStrategic or Co-development PartnerInternational partnership for children's sport, collaborating on programs like Cruyff Foundation On Tour for asylum seeker centers, in association with Right to Play.
• Right to PlayminorStrategic or Co-development PartnerInternational organization collaborating with UEFA Foundation for Children and the foundation on the Cruyff Foundation On Tour program at asylum seeker centers.
• Krajicek FoundationcoreStrategic or Co-development PartnerCo-initiators of the Koningsspelen (King's Games) school sport event in the Netherlands, promoting physical activity among primary school children.
• Jeugdfonds Sport & CultuurcoreStrategic or Co-development PartnerPartnership for Culture@CruyffCourts project, providing children from disadvantaged neighborhoods access to both sport and culture activities at Cruyff Courts.
• Bas van de Goor FoundationminorStrategic or Co-development PartnerPartnership through the Volley2018 multi-event, jointly crowdfunding a Schoolplein14 at the Korenaer school in Oss.
• Plan International / Women Win / La LeagueminorStrategic or Co-development PartnerPartnership for La League initiative promoting girls' football and gender equality in sport, combining Plan International's development work with Women Win's expertise and the foundation's sport programs.
• Esther Vergeer FoundationminorStrategic or Co-development PartnerPartnership supporting wheelchair tennis and para-sport for children with disabilities.
• FitkidsminorStrategic or Co-development PartnerOrganization focused on sport for children with chronic conditions or disabilities, aligned with the foundation's gehandicaptensport programs.
• Only FriendsminorStrategic or Co-development PartnerOrganization supporting children and young adults with a physical disability through sport and movement.
• Common GoalminorStrategic or Co-development PartnerFootball sustainability initiative where the foundation participates in collective impact efforts for the sport-for-good sector.
• IFK Göteborg / Zweedse Postcode FoundationcoreStrategic or Co-development PartnerPartnership to open three Cruyff Courts in Sweden (Biskopsgärden, Hammarkullen, Bergsjön), with IFK Göteborg providing football expertise and the Postcode Foundation providing funding.
• NijhacoreOthersLong-term equipment supplier for Speciale Cruyff Courts, designing and installing adapted sports facilities. Critical partner for inclusive sport infrastructure.
• StedoncoreOthersSupplier of multifunctional sports cages for Cruyff Courts, providing sturdy and safe frameworks for youth to play and sport. Believes in the foundation's mission to make sport accessible for all children.
• Autolease van Centraal BeheerminorOthersSustainable mobility partner providing five MINI vehicles sponsored together with four other partners, supporting the foundation team's daily operations and travel to project sites.
• Johan Cruijff ArenAcoreOthersThe Johan Cruijff ArenA serves as a key venue for foundation events and initiatives. The ArenA hosts the Cruyff Legacy 14K Run finish and other events.
• MotivactionminorOthersResearch organization providing market research and impact assessment services.
• PwC (PricewaterhouseCoopers)minorOthersProfessional services firm providing accounting, advisory, and organizational support to the foundation.
• TenCate GrassminorOthersSynthetic turf manufacturer supplying artificial grass for Cruyff Courts.
• SigngrassminorOthersArtificial grass supplier contributing to Cruyff Court installations.
• Gehandicaptensport Nederland (GSN)coreStrategic or Co-development PartnerDutch umbrella organization for disability sport, with multiple sports federation partnerships (KNZB swimming, KNWU cycling, NBB basketball, NSkiV skiing, NTTB table tennis, ITF tennis) under the foundation's gehandicaptensport program.
• Anne Frank StichtingminorStrategic or Co-development PartnerPartnership for educational programs combining the values of Anne Frank's legacy with the foundation's sport and development mission.
• MIND UsminorStrategic or Co-development PartnerMental health organization partnered for the Heroes - Mindset Edition, addressing mental well-being of youth through sport.
• JOGG (Jongeren Op Gezond Gewicht)minorStrategic or Co-development PartnerPartnership promoting healthy weight and active lifestyles among Dutch youth through sport.
• Futbol MasminorStrategic or Co-development PartnerInternational sport-for-development organization focused on using football to create positive social change in communities.
• PlayandPeaceminorStrategic or Co-development PartnerLocal initiative with Unico van Kooten and Ahmed Larouz that initiated the Cruyff Court Molenbeek project, using sport to connect youth and promote respect, team spirit, integration, and self-development.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Right to Play: Global sport-for-development organization using sport and play to educate and empower children facing adversity. Directly comparable in mission, target population (vulnerable children), and delivery model combining programs with local partners; explicitly listed as a Cruyff Foundation partner on the Cruyff Foundation On Tour program at asylum-seeker centers.
• Common Goal: Football-led collective impact initiative uniting professional players and organizations to invest in sport-for-good programs. Comparable in football-for-social-change focus, ambassador-led model and ecosystem partnerships; explicitly listed as a Cruyff Foundation partner.
• streetfootballworld: Global network of 100+ organizations using football for social change, including capacity-building, advocacy and corporate partner matchmaking. Comparable in sport-for-development sector, football-based delivery, network-of-NGO structure and corporate partnership model.
• Krajicek Foundation: Dutch foundation established by tennis legend Richard Krajicek that builds and operates tennis and multi-sport facilities in disadvantaged neighborhoods, with community programs and school activities. Directly comparable to the Cruyff Foundation in mission (sport-for-social-change), founder-led model, Dutch geography and school/community sport activation; co-initiator with Cruyff Foundation of the Koningsspelen.
• Laureus Sport for Good Foundation: Global foundation using sport to combat social issues affecting young people, funding sport-for-development programs worldwide. Directly comparable in mission, beneficiary focus (disadvantaged youth) and international program-grant model, with a similar global sport-ambassador strategy.
• Bas van de Goor Foundation: Dutch foundation created by former Olympic volleyball player Bas van de Goor, supporting children with diabetes through sport. Comparable in Dutch founder-athlete-led nonprofit model, sport-for-health-for-children mission and joint programming with Cruyff Foundation (Volley2018 multi-event, joint Schoolplein14 crowdfunding).
• UEFA Foundation for Children: European football governing body's charity supporting children's rights through sport, education and health programs. Comparable in mission (children + sport), European geographic focus and partnership-based delivery; listed as a Cruyff Foundation partner on the Cruyff Foundation On Tour program.
• FC Barcelona Foundation: Foundation of FC Barcelona using sport to promote education and social inclusion for vulnerable children globally. Directly comparable in sport-for-social-change mission, beneficiary focus and elite-club-anchored ambassador model; listed as a Cruyff Foundation partner for 15 courts in Catalonia.
• Esther Vergeer Foundation: Dutch foundation of former Paralympic wheelchair tennis champion, promoting wheelchair tennis and inclusive para-sport for children with disabilities. Comparable in Dutch founder-athlete nonprofit model, disability-sport specialization and active partnership with the Cruyff Foundation on inclusive sport programs.

Emerging players

• Plan International / Women Win (La League): International development organizations partnering with the Cruyff Foundation on the La League initiative to promote girls' football and gender equality in sport. Comparable in promoting sport access for vulnerable/marginalized youth and multi-organization partnership delivery models.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@cruyffoundation
• Facebookfacebook.com/CruyffFoundation
• Instagraminstagram.com/cruyffoundation

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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Frequently asked questions about Johan Cruyff Foundation