Netherlands

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Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…

For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.

Cyprus-based forex company iForex last month signed a short-term agreement to serve as third-tier Official Sponsor of Dutch Eredivisie club PSV Eindhoven, while the forex and binary sector continues to invest in sport despite major challenges in the sector.

Netherlands-based insurance company NN Group has added a second-tier National Sponsor deal with the 2016 European Athletics Championships in Amsterdam to its growing, running-focused portfolio, while the Championships’ organisers admit national sales have proved “challenging”.

Global insurance and investment management company NN Group aims to sponsor major international running events or create brand-owned running events in seven key markets over the next two years.

Six Dutch companies in the energy chain have joined forces under the ‘Mission H2’ name to partner TeamNL, the Dutch Olympic team.  

Dutch Eredivisie football club Ajax has agreed a partnership with Chinese iGaming software supplier BBIN. Terms of the deal were not disclosed, but it will run for at least the 2019-20 season

The Royal Netherlands Football Association (KNVB) has extended its long-running partnership with Dutch brewing company Heineken

AB InBev beer brand Budweiser has arrived in Holland and signed a new partnership with Dutch Eredivisie club Ajax

Features

Global insurance and investment management company NN Group aims to add to recently-signed title sponsorships of the Rotterdam Marathon and The Hague’s City-Pier-City half-marathon with similar deals involving major international running events over the next two years.

Transportation insurance company TVM is using sports sponsorship as a story-telling platform and a tool to drive client engagement.

Sponsorship revenue for the Eredivisie, the top-tier league of football in the Netherlands, has continued to plateau for the 2014-15 season, despite the return of Dutch telecommunications company KPN and the renewal of two deals in the summer break.

The Royal Dutch Hockey Association (KNHB) is generating over €4.2m ($5.8m) per year from central sponsors for its 2013 to 2016 commercial cycle as it prepares to host the men’s and women’s Hockey World Cups in May.

State-owned Dutch bank ABN AMRO is set to overhaul its sponsorship strategy in the summer of 2014 and stablise its focus on partnerships with properties in the Netherlands, Ernst Boekhorst, manager of sponsoring and events at ABN AMRO and director of the ABN AMRO foundation, told Sports Sponsorship Insider.

Uefa Champions League sponsorship is at the heart of Dutch beer brand Heineken’s marketing push to hit a target of 100-per-cent growth in its global market share over the next seven years.