Children deserve a start in life that is safe, healthy and fulfilling. We work with our long-term international partners, SOS Children’s Villages and the Johan Cruyff Foundation to support disadvantaged children around the world.
Since 2018, we have had a strong partnership with SOS Children’s Villages, which operates worldwide, providing care for children and financial support for families. As part of our partnership, for every Action store, office and distribution centre, we sponsor a child or village, so our support grows with our business.
Action works through recognised international NGOs – the Red Cross and UNICEF – offering financial support to help children affected by natural disasters and conflicts. Children are often among the most vulnerable groups during times of crisis.
Action also supports the Johan Cruyff Foundation, which provides sports facilities and activities for children in deprived areas. We have been working with the Foundation since 2022. Currently, we are investing in new Cruyff courts, providing access to safe play areas for children and improving the quality of life in disadvantaged neighbourhoods. Our first Cruyff courts will open in early 2025 in France and Germany. Alongside this, we also partner with FC Straat, which organises street football in the Netherlands, encouraging children to play sports and exercise.
In 2024, nearly 500 Action colleagues took part in the TCS Amsterdam Marathon to raise money for the UMC Cancer Center Amsterdam. The world-renowned UMC Cancer Center conducts research into cancer, and aims to discover new breakthrough treatments and cures.
