Ajax & ABN AMRO join forces to promote sporting enjoyment among young women
- Sponsorship
Ajax Women and ABN AMRO are launching Find Your Inner Power within their partnership, a new initiative aimed at strengthening the inner resilience and enjoyment of sport among young women. Recent research by ABN AMRO shows that nearly half of women aged 18 to 25 are considering giving up sport. Key reasons include insecurity about their bodies, performance pressure and busy schedules, while sport has been proven to contribute significantly to better mental health. This is an extremely important theme for ABN AMRO, which has been committed for years to creating a more level playing field for women, with sports participation and enjoyment as essential foundations.
Find Your Inner Power: a platform and community
Find Your Inner Power is both a platform and a community where young women are inspired through personal stories and practical tools from Ajax Women players, including captain Sherida Spitse and goalkeeper Regina van Eijk. The platform also offers insights from experts and concrete tips to help women become stronger both mentally and physically – in sport and in everyday life. All content and inspiration can be followed via the Ajax Women social media channels. In the run-up to the matches Ajax Women vs HERA United and Ajax Women vs Feyenoord Women, two live events will also be organised.
Live Talks with Geraldine Kemper & Buddy Vedder
A key part of the campaign is the Inner Power Talks. During these sessions, current and former Ajax Women players share their personal stories openly – not only as top athletes but also as young women. The talks are guided by experts from Talent Academy Group, specialists in the mental and physical development of athletes. The live talks are free to attend and will be hosted alternately by Geraldine Kemper and Buddy Vedder. The first Inner Power Talk will take place on Sunday, 1 February at the Johan Cruijff ArenA, ahead of the match against HERA United. Registration is available via ajax.nl/innerpower.
Sander Bestevaar – Head of Partnerships, Events & Foundations, ABN AMRO
“ABN AMRO is committed to accelerating equal opportunities for everyone who dares to take the first step. Find Your Inner Power is the starting point of a movement. Together with Ajax Women, ABN AMRO has been working for years towards a fairer playing field for women. It starts with the basics: encouraging girls and women to take part in sport, keep playing, and enjoy it. Our 2025 research shows just how significant the mental barriers can be – and how much sport contributes to wellbeing and social position. That’s why we are here to stimulate and reward that drive. We consciously take on the role of catalyst and, together with Ajax Women, build concrete initiatives that strengthen the position of women in sport and society.”
Lois Schenkel – Manager, Ajax Women
“It’s fantastic that we can use our Ajax players as role models within this partnership. This way, we can show girls and women how important it is to play sport – and, above all, to keep enjoying it.”
Geraldine Kemper – Moderator & Presenter, Inner Power Talks
“I’ve always dreamed of working with Ajax. Being able to contribute in my own way now feels very special – especially because this initiative is about the essence of sport: feeling good in your body and in your mind. I think many young women recognise moments when you feel insecure, don’t think you’re good enough, or avoid sport because your head is too full. That’s exactly when moving can help – not to perform, but to reconnect with your body instead of being stuck in your head with negative thoughts. If this initiative can make even one woman feel she’s not alone, that’s already a win.”
Buddy Vedder – Moderator & Presenter, Inner Power Talks
“Everyone knows that sport – at any level – brings mental as well as physical challenges. Yet you often feel like you’re on your own and have to solve it yourself. Through this initiative, I hope to throw the doors of the sports complex wide open for anyone who struggles with mental health. Because perhaps the greatest victory of all is the one over yourself!”