A night to remember in the Johan Cruijff Arena

31 March 2026

At Business Involved, we love to create moments where our partners can truly make a difference for the social organizations we collaborate with. One of those wonderful collaborations is with theHeineken Experience, who regularly buy tickets for Ajax football matches in theJohan Cruijff Arenaavailable for Amsterdam social organizations.

This time it was the turn ofOma Coby’s Oliebollenbar (Foundation Out of My Mind):a trusted partner within our network and an organization that has been closely collaborating with the Heineken Experience for some time.

And what an evening it became!

“We had a great evening together,”tells Mark about Grandma Coby’s Oliebollen stall.“For Hans and Inez, it was the very first time they could see their favorite club play in the Arena. And that exactly on the day they were married for 58 years. It couldn’t have been better.”

Although the result may have been disappointing, it was soon forgotten. The hospitality made everything right.“We have been incredibly pampered by Linda and the entire team at the Heineken Experience,”according to Mark.

Rutger Geleijnse was also there, a dedicated volunteer who has been involved with Grandma Coby’s Oliebollenbar since the beginning. Every year, he provides the most beautiful photos of Grandma Coby and her oliebollen. As a big Ajax supporter, this was a special and well-deserved thank you for his efforts.

The impact of the evening is still palpable.“Hans and Inez just can’t stop talking about it, and rightly so,”” says Mark.“We all had a great evening thanks to you. Thank you!”

These kinds of moments show what collaboration can mean. Together with partners like the Heineken Experience, we highlight collaborative organizations like Oma Coby’s Oliebollenbar and create experiences that truly matter.

Curious about what you as a company or volunteer can do forGrandma Coby’s Oliebollen Bar, or other social organizations in Amsterdam? We would love to think along with you and plan a short 30-minute brainstorming session with you. Send usa message!