A Decade-long Partnership for Digital Transformation
Members of the KNVB take on various roles throughout their lifetime. From playing football as a child to supporting the national team or training the youth — their relationship with the game is ever-evolving.
For ten years and running, Momkai assisted in developing a powerful digital ecosystem for football enthusiasts — cultivating calm and unity, with a dynamic visual system of colors, icons and illustrations to match.
Online United: a Digital Strategy
with Purpose
With Online United, we transformed 40+ scattered sites, apps, and tools into one well-balanced platform strategy. By defining KNVB’s three main pillars – pro teams, amateur players, and the institution – we helped to create a seamless experience for every member, no matter where they are in their football journey.
For years, we conducted research among KNVB members to develop three community archetypes — from a coach who is also a mom, to a talented young player. These archetypes guide every design decision, placing member needs at the heart of the digital football experience.
Center Stage for Living Legends in Football
The KNVB community thrives on the iconic achievements of its teams. When the Dutch national women's team, led by the remarkable Sarina Wiegman, won the European championship, we transformed the KNVB platform into a virtual confetti shower.
Celebrating living legends and iconic victories together gives a sense of pride to every football fan, young and old. By bringing these stories to life online, we position the KNVB more strongly than ever as the driving force behind the nation’s favorite pastime.
Award-Winning Coaching Tool For 70.000 Youth Trainers
Besides celebrating today’s living legends, KNVB is committed to supporting the next generation of football talent. We set out the perfect training tool to assist youth trainers on and off the field: Rinus. Inspired by the iconic Mr. Rinus Michels (1928 – 2005), who FIFA named ‘Coach of the 20th Century’.
Based on elaborate interviews with trainers and players across the Netherlands, we developed a set of online exercises and comprehensive digital training tools to empower players in every age group. Now, teams arrive on the pitch better prepared than ever before — guided by the powerful coaching philosophy of ‘total football’ that even catapulted the legendary Johan Cruijff into football fame.
Digital Learning Environment for World-Class Coaches
How can we empower the next Sarina Wiegman or Rinus Michels? KNVB reached out to Momkai to rethink their vision on football education for the next generation of coaches and referees. We designed KNVB Dugout to guide them on their learning journey — from the foundation to the final exam.
In close collaboration with education professionals and students of the game, we developed a digital education environment for lifelong learning — incorporating cutting-edge educational methodologies such as flipped classroom and blended learning. Every KNVB professional, from a local referee to the head coach of the national team, is now certified through Dugout.
Driving Innovation Across European Football
To ensure the future of the game, football must be able to meet the requirements of today's generation and the next. The success of the KNVB’s innovative approach extends beyond Dutch borders as football federations abroad recognize the value of our digital tools for their own teams.
After winning the UEFA innovation award in 2022, Rinus is being rolled out in countries like Hungaria to elevate local football training standards. Our white label version of Rinus allows the KNVB to change the game for associations and players anywhere, developing a future-proof business model.