Johan Cruyff Institute will award scholarships to Dutch clubs PSV and AZ, which will compete in the upcoming edition of the Johan Cruyff Shield.
The 30th edition of the Johan Cruyff Shield will take place on August 2 at Philips Stadion in Eindhoven. The match, in this edition between PSV and AZ, is the Dutch football calendar’s leading social impact event: €1.40 from every ticket sold is donated to the Johan Cruyff Foundation to support projects that promote sport among children.
Guided by its motto, Creating Space, Johan Cruyff Foundation works to ensure that children have safe and accessible places to play sports, helping improve both their physical and mental well-being.
Scene from last year: PSV celebrating the match for the Johan Cruyff Shield XXIX.
Committed to advancing the development and professionalization of the sports industry, Johan Cruyff Institute will once again take part in the Johan Cruyff Shield 2026 by awarding academic scholarships. The two clubs who are competing for the Johan Cruyff Shield, PSV and AZ, will have two options to choose from: the Course in the Essentials of Football Business Online for the football team and staff, or the Professional Certificate in Sport Marketing and Brand Management Blended (online with one intensive day on campus in Heerenveen or Papendal in The Netherlands) for 1 selected winner.
This year’s Johan Cruyff Shield will see Dutch league champions PSV face KNVB Cup winners AZ at Philips Stadion in Eindhoven. Kickoff is scheduled for 6:00 p.m., and the match will officially mark the start of the new football season. PSV will be aiming to lift the Johan Cruyff Shield for a record-extending 16th time, while AZ have the chance to claim the trophy for only the second time in the club’s history.
