The annual match between the Dutch National Champion and the Dutch Cup Winner has a new logo. For several years this match was named after Johan but from 2017 on it will be more visible, with a stronger link to what Johan has meant to Dutch football. Besides that, the Johan Cruyff Shield has a focus on the social part of football as well. Therefore also a strong presence of the Cruyff Foundation (raising funds and awareness) and the Cruyff Institute (offering two master’s degree scholarships to both clubs participating).
Promotion of the entire legacy of Johan Cruyff via eg led boarding and backdrops in the stadium.