Koningsspelen

What Koningsspelen does

Koningsspelen is a Dutch nonprofit foundation (Stichting Koningsspelen) that organizes the largest annual sports day for primary school children in the Netherlands. Founded in 2013 to coincide with the inauguration of King Willem-Alexander, the event is held each spring (the 14th edition on April 17, 2026; 15th edition scheduled for April 23, 2027) and reaches approximately 1.3 million children simultaneously across nearly all primary schools in the Netherlands, the Caribbean part of the Kingdom, and Dutch schools abroad. National coordination is jointly handled by the Krajicek Foundation (founded by initiator Richard Krajicek) and the Johan Cruyff Foundation, and the King personally gives the official starting signal each year.

The organization delivers a coordinated package of free physical and digital resources to participating schools: the Sport- en Feestpakket (sporting equipment and party supplies) delivered nationwide by logistics partner PostNL; the Koningsontbijt breakfast boxes supplied by Jumbo Supermarkten via local store pickup; the Inspiratieboekje activity guide with Zappsport interactive videos; Ontbijtpretboekjes classroom booklets; Ontbijtlessen nutrition lessons developed with Wageningen University; Koningsspelen Moves energizer videos produced with choreographer Lucia Marthas; and an annual song by Kinderen voor Kinderen (2026: 'Ola ole olee'). The Koningsmatch platform connects schools with local sports providers for ongoing partnerships beyond the event day.

Koningsspelen collects no fees from schools and operates as a grant- and sponsorship-funded initiative. Revenue (undisclosed) is sourced from Dutch government ministries (VWS for health/welfare/sport; OCW for education/culture/science), corporate sponsors providing in-kind contributions (Jumbo for breakfast products, PostNL for logistics, Bijzondere Momenten Fonds), and the two coordinating foundations. Sub-brands include Koningsontbijt, Sport- en Feestpakket, Koningsspelen Moves, and Koningsmatch. The 2026 theme was 'Iedereen Plezier' (Everyone Pleasure), reinforcing the program's positioning around inclusive, ability-agnostic participation.

Name

Koningsspelen

Legal name

Stichting Koningsspelen

Website

https://koningsspelen.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Koningsspelen is a Dutch nonprofit foundation that organizes the largest annual sports day for primary school children in the Netherlands, reaching approximately 1.3 million children each year through free physical materials, breakfast boxes, and digital educational resources delivered to schools.

Ownership category

akta.pro rank

Product category

Youth Sports Events and School Physical Activity Programs

NAICS

Sports and Recreation Instruction (61162), Other Schools and Instruction (6116)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Educational Services (8200)

akta.pro primary industry

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

akta.pro secondary industries

Intramural & Recreational Sports Programs (EDAJAJAB), Physical Education & Health Instruction (EDAJAFAL)

Keywords

• Youth sports events
• Primary school programs
• Healthy breakfast initiatives
• Children physical activity
• School sports day

Headquarters

HQ city

The Hague

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Corporate Sponsorship: Koningsspelen is financially and facilitatively supported by corporate sponsors including Jumbo Supermarkten (Koningsontbijt), PostNL (delivery of Sport- en Feestpakketten), and the Bijzondere Momenten Fonds. These sponsors provide in-kind contributions (food products, logistics, and materials) rather than cash revenue.
2. Government Grants: The organization receives financial and facilitating support from the Dutch ministries of VWS (Volksgezondheid, Welzijn en Sport) and OCW (Onderwijs, Cultuur en Wetenschap), which fund the national coordination and program delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Koningsspelen organizes the largest annual single-day sports event for Dutch primary school children, combining a free healthy breakfast (Koningsontbijt by Jumbo Supermarkten) with a full day of inclusive sporting activities, classroom movement breaks (Koningsspelen Moves), and free sports/party packages (Sport- en Feestpakket) delivered by PostNL. Schools receive educational materials (Inspiratieboekje, Ontbijtpretboekjes, Ontbijtlessen) and can use the Koningsmatch platform to connect with local sports providers, all provided at no cost to participants.

Product overview

Koningsspelen is a national children's sports event organized annually in the Netherlands. The core offering is the Koningsspelen day itself, which combines the Koningsontbijt (King's Breakfast) provided by Jumbo with a full day of sporting activities. Schools receive free materials including the Sport- en Feestpakket containing sports equipment and party supplies. Supporting educational materials include the Inspiratieboekje with activity guides and Zappsport videos, Ontbijtpretboekjes for classroom breakfast activities, Ontbijtlessen developed with Wageningen University, and Koningsspelen Moves energizer videos by Lucia Marthas. The Koningsmatch Platform facilitates connections between schools and local sports providers. The 2026 edition theme is 'Iedereen Plezier' (Everyone Pleasure).

Differentiator

Problem solved

Functional benefit

Brands

• Koningsontbijt: Healthy breakfast program offered in partnership with Jumbo Supermarkten, providing free breakfast packages to participating schools.
• Sport- en Feestpakket
• Koningsspelen Moves
• Koningsmatch

Products and services

• Koningsspelen (Annual National Sports Day) The largest annual single-day sports event in the Netherlands for primary school children, organized around King's Day. Combines a healthy breakfast (Koningsontbijt) with a full day of inclusive sporting activities, royal starting signal, and broadcast coverage on Zappsport/AVROTROS.
• Sport- en Feestpakket (Sport and Party Package) Free physical package sent to all participating schools by PostNL containing party ribbons, various balls, large activity cards, a target throw cloth, and a festive banner. Used during Koningsspelen and throughout the school year for gym classes and outdoor play.
• Koningsontbijt (King's Breakfast) Free healthy breakfast boxes provided to all participating primary schools in collaboration with Jumbo Supermarkten. Schools collect breakfast boxes from their local Jumbo store the day before the event using a voucher system. Jumbo also develops breakfast recipes featured on the Koningsspelen website.
• Ontbijtpretboekjes (Breakfast Fun Booklets) Three age-targeted variants of interactive breakfast activity booklets for different age groups (Groups 1-2, 3-5, 6-8), containing games, facts, and exercises that complement the Koningsontbijt experience. Used by teachers to extend the breakfast theme into classroom activities.
• Inspiratieboekje (Inspiration Booklet) Comprehensive guide for teachers and supervisors containing games and activities for the Koningsspelen, including Zappsport-edition interactive YouTube videos featuring Dutchtuber. Contains tips and variations for adapting activities to different spaces, group sizes, and energy levels.
• Koningsspelen Moves Collection of energizer videos for classroom movement breaks developed by Lucia Marthas. Available in various versions including seated options and different age groups, suitable for use throughout the school year to promote in-class physical activity in the spirit of Koningsspelen.
• Koningsmatch Platform Online platform enabling schools to connect with local sports providers for organizing sports activities, facilitating partnerships between educational institutions and local sports organizations during Koningsspelen and beyond.
• Ontbijtlessen (Breakfast Lessons) Educational breakfast lessons developed in collaboration with Wageningen University, designed for primary education (groups 1-8). Includes games, experiments, and activities teaching children about healthy breakfast choices using the Schijf van Vijf (Wheel of Five) nutrition guide.

Quantifiable outcome

• 1.3 million children reached annually with sporting activities and healthy breakfast messaging
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• Krajicek FoundationcoreStrategic or Co-development Partner · 1 January 2013The Krajicek Foundation, founded by Richard Krajicek (initiatiefnemer of Koningsspelen), provides the national coordination of the Koningsspelen alongside the Johan Cruyff Foundation. The foundation focuses on promoting sports participation among children and is a co-organizer of the annual event.
• Johan Cruyff FoundationcoreStrategic or Co-development Partner · 1 January 2013The Johan Cruyff Foundation shares national coordination responsibilities for the Koningsspelen with the Krajicek Foundation. Both foundations leverage their networks in Dutch sports and youth to ensure wide participation.
• Jumbo SupermarktencoreStrategic or Co-development PartnerJumbo Supermarkten provides the Koningsontbijt (King's Breakfast) boxes free of charge to all participating schools. Schools collect breakfast boxes from their local Jumbo store the day before the event using a voucher system. Jumbo also develops breakfast recipes featured on the Koningsspelen website.
• PostNLcoreStrategic or Co-development PartnerPostNL delivers the Sport- en Feestpakket (Sport and Party Package) to all participating schools in April. This logistics partnership ensures that every school receives physical materials regardless of location.
• Bijzondere Momenten FondsminorStrategic or Co-development PartnerThe Bijzondere Momenten Fonds (Special Moments Fund) provides financial support to make the Koningsspelen possible, particularly for logistics and special arrangements.
• Kinderen voor KinderencoreStrategic or Co-development PartnerKinderen voor Kinderen creates the official Koningsspelen song and music video each year. The 2026 song 'Ola ole olee' was released on 13 March 2026. These songs and dances serve as a unifying cultural element of the event.
• ZappsportcoreGTM or Marketing PartnerZappsport presents and covers the Koningsspelen on NPO Zapp (NPO3). Britt Dekker and Dutchtuber (Job van Grafhorst) present the national opening events. The TV registration is broadcast by AVROTROS, reaching a wide national audience.
• Ministerie van VWScoreStrategic or Co-development PartnerThe Dutch Ministry of Health, Welfare and Sport (VWS) provides financial and facilitating support for the Koningsspelen as part of its mission to promote physical activity and healthy lifestyles among Dutch children.
• Ministerie van OCWcoreStrategic or Co-development PartnerThe Dutch Ministry of Education, Culture and Science (OCW) provides financial and facilitating support, aligning the Koningsspelen with the national education agenda and school networks.
• InterimageminorOthersListed as a partner on the koningsspelen.nl website footer. Nature of partnership not detailed in available sources.
• PantarminorOthersListed as a partner on the koningsspelen.nl website footer. Pantar is a work integration organization in the Netherlands; partnership likely relates to social inclusion aspects of the event.
• Gezonde SchoolminorOthersListed as a partner on the koningsspelen.nl website footer. Gezonde School (Healthy School) is a Dutch program that supports schools in promoting health and well-being, aligning with the Koningsspelen mission.
• JOGGminorOthersListed as a partner on the koningsspelen.nl website footer. JOGG (Jongeren Op Gezond Gewicht) promotes healthy weight among Dutch youth.
• Kenniscentrum Sport en BewegenminorOthersListed as a partner on the koningsspelen.nl website footer. The Knowledge Centre for Sports and Movement supports the evidence base and knowledge sharing around the Koningsspelen.
• Universiteit van WageningenminorStrategic or Co-development PartnerDevelops breakfast lessons (ontbijtlessen) for the Koningsspelen in collaboration with the Smaaklessen/Voedseleducatie platform. These educational materials teach children about healthy breakfast habits in an interactive way.
• Lucia MarthasminorStrategic or Co-development PartnerDeveloped the Koningsspelen Moves — a series of classroom movement videos (energizers) that teachers can use throughout the school year. These are available on the website and YouTube.
• Dutchtuber (Job van Grafhorst)minorGTM or Marketing PartnerAppeared at the 2026 kick-off in Maarssen alongside Britt Dekker for a Zappsport battle. Features in the Zappsport edition of the inspiratieboekje with interactive YouTube challenges.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ParticipACTION: Canadian national physical-activity promotion organization with government and corporate backing, focused on getting Canadians moving. Comparable mission (promoting population-level physical activity, especially among youth) and stakeholder model, but operates at a broader national scale rather than a single annual event.
• NOC*NSF (Team NL): Dutch Olympic Committee and Sports Federation, the national umbrella for Dutch sports and Olympic teams. Comparable as a Dutch sports-ecosystem institution with national coordination responsibilities and government ties, though its mandate is broader than K-12 events.

Direct peers

• JOGG (Jongeren Op Gezond Gewicht): Dutch national program promoting healthy weight among youth via municipal coalitions involving schools, sports clubs, and local government. Directly comparable as a Dutch nonprofit promoting child physical activity and healthy habits through school networks — JOGG is actually a Koningsspelen partner.
• UNICEF Kid Power: UNICEF's school-based program linking children's physical activity to nutritional outcomes for malnourished peers. Comparable as a free, school-integrated physical-activity initiative with corporate sponsorship and measurable social impact.
• Gezonde School (Healthy School): Dutch national program that supports schools in promoting health and well-being through certified themes. Directly comparable as a Dutch K-12 health-promotion framework operating inside primary schools, also a Koningsspelen partner.
• The Daily Mile: UK-origin (now global) daily primary school physical-activity initiative that promotes regular movement breaks. Comparable as a school-based, free-to-participate children's physical-activity program with foundation backing and national/international rollout.
• Bundesjugendspiele: Germany's traditional annual school sports competition day, organized for primary and secondary school children nationally. Directly comparable to Koningsspelen as a country-wide school-run children's sports event with ministerial backing and decades of tradition.
• Kenniscentrum Sport & Bewegen: Dutch national knowledge center for sports and movement, supporting evidence-based practice in sport and physical activity. Directly comparable as a Dutch nonprofit operating in the same ecosystem with overlapping partner networks — also listed as a Koningsspelen partner.

Others

• SchoolTV (NTR): Dutch public-broadcasting educational media platform providing free curriculum-aligned video content for primary schools. Comparable as a free-to-school, government-supported Dutch K-12 educational content distribution channel with similar reach and partnership model.

Regional players

• Special Olympics Young Athletes: Global inclusive sports program for children with and without intellectual disabilities, with strong school-based components. Comparable as an inclusive, free, school-run children's sports initiative focused on participation over competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCKHjUI_kVqW1GRDM0FqZaEw
• Facebookfacebook.com/Koningsspelen
• Instagraminstagram.com/koningsspelen
• LinkedInlinkedin.com/company/koningsspelen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Koningsspelen