Creating space to grow - worldwide
The Johan Cruyff Foundation aims to create a lasting impact by giving youngsters around the world the opportunity to grow through sports. Our international strategy for 2030 focuses on quality rather than quantity, aiming to make a tangible difference in the countries where we are already active, while also gradually expanding into new regions that align with our mission. Our guiding principles emphasise long-term sustainability and local ownership, adherence to Cruyff values, data-driven decision-making, and adaptability.
Clear criteria guide our decisions, which include community needs, available funding, and long-term potential. Country leaders play a crucial role in managing local projects and measuring progress. The international work group determines which category a country falls into. For example, this group may decide to implement an exit strategy for a country or to move a country from category 2 to category 3. This process is ongoing.
1. Core Countries (Netherlands, United Kingdom, Spain): These countries receive the most support, implementing the complete Cruyff Court model, which includes the court, coaches, programmes, and tournaments.
2. Strategic Countries: In these growing countries, we support trained coaches, the Heroes programme, and tournaments.
3. Support Countries: We strengthen local partners and programmes with additional resources when needed.
4. Sustain Countries: In these countries, the courts remain active, but no further growth is planned, with local organisations taking responsibility.
5. Exit Countries: We are phasing out support in these regions. Courts will eventually close or continue without our branding.
6. Exception Countries: Support is only provided when linked to the Cruyff family, ambassadors, or significant events like the Paralympic Games.
We assess five criteria at every location, scoring from 0 (not present) to 2 (fully present). The total score (out of 10) informs our decisions regarding the support a project may need or if an exit strategy should be considered:
1. Structural Programming: Is there a weekly activity schedule with at least six hours or three fixed programmes?
2. Active Court Covenant: Is there regular contact with local partners? Are we meeting at least once per year?
3. Trained Cruyff Coach: Is a certified Cruyff Coach actively involved in the community and participating in our events?
4. Heroes of the Cruyff Court Programme: Is there at least one active youth leadership or social participation project each year?
5. 6x6 Football Tournament: Is a Cruyff Foundation tournament organised locally, with or without side events?
If a Cruyff Court receives a low score (below 5, out of a maximum of 10), we first attempt to improve it in collaboration with local partners. If there is no improvement after 1.5 years, we initiate the exit process. Conversely, if a court scores highly, we continue to invest—especially in core and strategic countries. This approach allows us to maintain focus, use resources effectively, and ensure that every Cruyff Court reflects Johan Cruyff's vision of providing a space where people can grow, play, and belong.
The Cruyff Foundation’s international strategy for 2030 sets clear priorities for developing strong, sustainable, and inclusive Cruyff Courts worldwide.
### Hardware: Building Smarter, Inclusive Courts
We aim to create multifunctional, sustainable courts that meet the needs of local communities. While standard size and branding apply, some flexibility is permitted if warranted. Courts must be accessible and inclusive from the outset, particularly for girls, youngsters with disabilities, and those from disadvantaged backgrounds. By 2030, all new courts should adhere to a “100% sustainable” design principle, incorporating recycled turf, solar lighting, and water management systems when feasible. Special Cruyff Courts for special needs schools follow the same vision and are primarily developed in the Netherlands, the UK, and Spain.
### Software: Strong Coaches, Stronger Communities
We invest in programmes that bring Cruyff Courts to life. The “Heroes of the Cruyff Court” programme is essential, along with coaching, tournaments, and social impact initiatives that focus on themes such as mental health and inclusion. Every court must have a trained Cruyff Coach, supported by a loyalty and recognition programme. Our programmes are tailored to local needs while remaining true to our core values. We utilize structured tools to measure participation, coach involvement, and community engagement.
### Budget: Focus First, Growth Second
The Netherlands, the UK, and Spain support the international budget. The international team allocates funding based on strategic priorities, starting with core countries. Once objectives are achieved, we shift our focus to growth countries. Country needs are converted into business cases for fundraising and subsidies. Final budget decisions are made by the directors and integrated into the annual plans (OGSM) for board review.