 The name is from their location the stand in Ajax' home stadium Amsterdam Arena, namely rows 409 to 414 in the 2nd ring of the Stadium.North Up Alliance was founded in June 2012 as a collective atmosphere group of the upper North ring of the Stadium.With approximately 300 members occupying rows 409 to 414 of the second ring, the various supporters groups united to create much larger banners, and to help bring more atmosphere near the section for the away supporters.