Roda JC Kerkrade is a professional football club playing in the Dutch first division and deeply rooted in the Parkstad region. Beyond its sporting ambitions, Roda JC is a central social actor, committed to improving well-being and community cohesion through initiatives such as ‘Gezond in Mijn Streek’. Guided by the belief that “if the region does well, Roda does well,” the club combines its athletic mission with a strong social vision. Roda JC’s two main goals are to achieve promotion to the highest football level and to contribute to improving the perceived health in the region.
Roda JC has a rich legacy and loyal following, often spanning three generations. However, the club sees that its connection with young people aged 12 to 20 is weakening—a concern for the long-term vitality of both the club and the community it represents. This younger audience is essential to Roda JC’s future, not only as fans but also as ambassadors of local pride and identity. Yet, their media habits, interests, and values differ significantly from previous generations. The organization therefore seeks to gain a deeper understanding of what drives this demographic and how it can engage them meaningfully.
The project invites students to explore how Roda JC can strengthen its relevance and appeal to young people in the Parkstad region. The focus will be on developing a clear picture of different youth personas within the 12–20 age group, understanding their motivations and interests, and identifying ways to align Roda JC’s communication, partnerships, and activities with these insights.
For Roda JC, this project is crucial to ensure long-term engagement and secure its role as a unifying force in the region. A stronger connection with youth will not only contribute to the club’s fan base but also reinforce its broader social mission—promoting togetherness, pride, and health in Parkstad. Students will contribute directly to a project that combines community development, strategic communication, and regional identity.
