10 Oct 2017
Cruyff Football targets Chinese market with legend’s coaching model
BY Rob Gibson
China could be the future home of Total Football, as a coaching body dedicated to Johan Cruyff’s footballing principles targets Beijing schools.
Cruyff Football was set up by former Holland midfielder Wim Jonk as an education, coaching and consultancy body designed to teach young players and coaches how to use Cruyff’s principles of attractive, attacking football.
As the organisation celebrates its first anniversary, Jonk, who coached with Cruyff at Ajax Amsterdam, revealed plans to expand into the US and China following success with clubs and federations in Holland and Belgium – starting with a Montessori school in Beijing.
“They’re very interested in football in China but they have to start from scratch and everything is based around the school system,” Jonk told Sports Management.
“We visited the schools, did some clinics and now we’re going to build that up.”
Sport in China, particularly football, has received huge investment over the past year, with president Xi Jinping placing additional emphasis on the importance of the nation's growth and success in the market.
Describing China as “very interesting”, Jonk knows that market penetration can be a challenge for overseas operators.
“In China it’s very political,” he said. “We spent a lot of time there and realised that to do anything, you have to do it the right way. Everything starts with the grassroots – we’re going to work with a Montessori school in Beijing.”
Read the full interview with Wim Jonk in the
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