To honour Ronald Koeman
The Eredivisie Lifetime Achievement Award was created to honour individuals who have made an exceptional contribution to Dutch football. Previous recipients include Arjen Robben, Wim Jansen (posthumously), Louis van Gaal and Edwin van der Sar. Ronald Koeman now becomes the fifth name to join that distinguished list - a moment designed to be truly meaningful for him and his family.
In collab with
Michel Dusée, Gina Peters & Tim Boersma
Role
Creative Producer
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Brief: honour Ronald Koeman while reinforcing the VriendenLoterij Eredivisie brand.
Just before the opening matchday, Bar Beton at Utrecht Central station was transformed into an intimate and atmospheric venue. The programme, featuring video messages from around the world, high-quality visuals and photography, set up and seamless moderation by host Toine van Peperstraten, spotlighted Koeman’s career. At the same time, the VriendenLoterij Eredivisie branding was woven in with a light touch, never overpowering the experience.
With local media in attendance and a collaboration with Southampton FC, we generated substantial reach to further execute the VriendenLoterij Eredivisie brand.
As creative producer within the team, we shaped the programme, coordinated outreach to Ronald Koeman’s former teammates and colleagues and oversaw all suppliers and media along with the venue design and dressing.
The ceremony wasn’t a one-off: the very next day, VriendenLoterij Eredivisie opened ‘The Stand’ in collaboration with One:Nil. Together, these moments launched the 2025/2026 season as it should be: led by prominent faces and engaging fans from the start.
