Dutch American football platform Gridiron and the American Football Association of the Netherlands (AFBN) have entered into a multi-year strategic partnership that runs through 2028. The partnership is aimed at strengthening the communication, marketing and public visibility of the sport in the Netherlands. As part of the agreement, Gridiron will become the namesake of the Dutch Eredivisie American Football. The partnership through 2028 should accelerate the professionalization and growth of American Football in the Netherlands.
Within the partnership, Gridiron provides in-depth editorial coverage of the AFBN, its leagues, clubs and national teams. This is done through the Gridiron platform, which consists of online channels and a specialized magazine. The focus is on background stories, analysis, interviews and structural coverage designed to make American football more accessible and visible to a wider sports audience.
Professionalization and growth
According to both parties, the cooperation is an important step in the further professionalization of American football in the Netherlands.
“American football in the Netherlands is going through a phase of growth and development,” said AFBN Director Johan Oosterhuis. “To make that growth sustainable, consistent and quality communication is essential. With Gridiron, we bring in a partner who understands the sport, is strong in content and can tell the story of American football at the right level.”
Having Gridiron attached to the Eredivisie as a namesake also creates a clear, recognizable league identity that is more in line with the ambitions of the league and the clubs.
Responding to Olympic development
A key focus of the multi-year plan is capitalizing on the increasing international attention to flag football, the non-contact variant of American football that will make its debut at the 2028 Olympics in Los Angeles.
“The Olympic status of flag football presents a unique opportunity,” says sports marketer Perry Hendriks of Gridiron. “Not only for the sport internationally, but especially nationally. By investing now in visibility, storytelling and structure, the Netherlands can benefit from the Olympic momentum that is coming.”
Within the collaboration, therefore, there will be an emphatic focus on both tackle football and flag football, including talent development, grassroots sports and the national programs.
Long-term vision to 2028
The cooperation is designed as a long-term partnership and runs parallel to the Olympic cycle towards 2028. Both parties emphasize that it is not a traditional sponsorship construction, but a substantive cooperation in which media, sports and strategy come together.
“This is not a short-term campaign,” Oosterhuis said. “We are building together a foundation that should structurally put American football on the map in the Netherlands.”
With this agreement, Gridiron and the AFBN are jointly committed to growth, visibility and social relevance of a sport that is among the largest worldwide, but still has plenty of potential in the Netherlands.
