John van de Laar, Co-founder and Board Member of Orange Sports Forum, explains the origins and objectives of the organization and highlights the importance of the collaboration agreement with Johan Cruyff Institute
With a 16-year track record, Orange Sports Forum (OSF) is an organization dedicated to supporting companies in the sports sector in their international growth. With more than 300 members, Orange Sports Forum has become a leading reference within the Dutch sports industry.
In this interview, John van de Laar emphasizes the importance of working closely with Johan Cruyff Institute to educate talent in line with the real needs of the sports industry: “It is not just about creating talent, but about developing the leaders of the future by giving them experience with companies, governments, and sports organizations.”
What is Orange Sports Forum and what is its main purpose?
The main purpose of Orange Sports Forum is to help Dutch companies and institutions active in sports grow internationally.
The Netherlands has a very small domestic market, so many companies in this sector eventually need to sell their products in other countries, which can be difficult to do individually. Some of these companies are small, some are scale-ups, and others have been around for years and are simply looking to explore new markets.
We help them determine which markets are most suitable for their products or services, because while they could theoretically go anywhere in the world, some countries are a better fit than others.
The second part of our work is helping companies identify the right opportunities and enter markets. This includes understanding what is required in terms of taxes, regulations, and other local conditions, which can be quite complex.
“We have been doing this for 16 years and have been quite successful. Our network is growing, and currently includes around 1,600 companies and more than 300 members of Orange Sports Forum.”
How did Orange Sports Forum come into being?
John van de Laar at SPORTBIZ Europe 2025
Orange Sports Forum started with a few interested companies, including my own consultancy firm. We were asked by the Dutch government to organize an economic trade mission to India, aimed at exploring whether an emerging market like India would be interested in doing business with the Dutch sports sector.
This took place during the 2010 Men’s Hockey World Cup in New Delhi. We were surprised by the positive impact it had, because although the Netherlands is a small country, we perform very well in sports, which attracts attention and credibility.
After returning, we realized that while this had been a one-off trade mission, there was potential to structure it as a recurring initiative. We decided to create a non-profit foundation to support companies in pursuing their international ambitions through a membership model. We started with 20–30 members, which eventually grew to over 300.
What kind of role does OSF play within the Dutch sports industry?
The Dutch sports business landscape was initially scattered, with few stakeholders representing the sector. OSF has played a role both internationally and nationally, representing companies abroad while also becoming a point of reference within the Dutch sports business community.
We gradually became recognized as a national representative, connecting sports business, knowledge institutions, and the broader ecosystem. We focused on the business perspective, speaking the language of companies rather than the public sector, government, or education. Initially, this created some communication challenges, but over time, we helped bridge the gap, and now we are a recognized stakeholder across the Dutch sports ecosystem.
“We have managed initiatives like the Partners for International Business program in countries including China, Qatar, Spain, Portugal, Morocco, the US, and Australia”.
We are trusted to organize these programs, helping Dutch companies export their products and services abroad.
How does OSF support companies looking to work internationally?
It is important to realize that establishing a presence abroad is extremely challenging on an individual level. Our role is to connect members, facilitate knowledge exchange, and share experiences. We host events in the Netherlands with expert speakers so members can immediately apply what they learn.
Talent is another key focus. Companies need people who can establish a presence in new markets, whether by hiring locally or sending skilled employees abroad.
“Knowledge is crucial for success, which is why we partner with institutions like Johan Cruyff Institute to align education with industry needs”.
Emerging markets often require knowledge and capable people to build vibrant ecosystems. We support this by providing education, facilitating talent development, and helping companies navigate innovation and market-specific adaptations.
How do you see the relationship between education and the sports industry today?
Education is critical, especially as international business has become more complex due to geopolitical challenges. Opportunities exist, but companies need skilled people to capitalize on them.
In any market, you must engage with the triple helix: business, government, and education. Providing knowledge through small conferences, webinars, and seminars helps establish entry points and understanding.
“Working closely with institutions like Johan Cruyff Institute ensures that talent is educated in a way that aligns with industry needs”.
It’s not just about producing talent; it’s about developing future leaders who gain experience with companies, governments, and sports organizations.
What does the partnership with Johan Cruyff Institute represent for OSF?
This partnership is extremely important. While the Netherlands has strong knowledge institutions, few operate extensively in an international context. Education and knowledge sharing are essential for entering new markets.
Through this partnership, and as part of OSF’s strategic mission toward 2034, we aim to establish Orange Sports Hubs worldwide, including Lausanne, Barcelona, Cape Town, Brisbane, GCC countries, India, China, the Caribbean, and the US.
We believe that, together with Johan Cruyff Institute, we can play a pivotal role in these hubs, providing education and developing talent for the global sports industry. This partnership with Johan Cruyff Institute is a real game-changer for Orange Sports Forum.
