DUTCH BANK ABN AMRO has inked a four-year sponsorship deal with the Dutch Cricket Association (KNCB) which will see the national cricket team supported through the 2015 ICC World Cup in Australia and New Zealand.
The deal, which sees ABN AMRO serve primarily as the front of shirt sponsor, has been reported as ‘extremely significant’. Frontloaded values the deal between €1m and €2m over the four-year term.
The agreement with Dutch cricket is indicative of the brand’s wider sponsorship strategy which endeavours to support local and national events. Partnering the Dutch cricket cricket team is, however, the bank’s first foray into national team sponsorship.
It is hoped the funding from ABN AMRO will enable the KNCB to expand its existing player contract system and to move to a much more ambitious touring programme, with the ultimate goal being a successful World Cup campaign in 2015. The deal was put together by Ernst Boekhorst, ABN AMRO’s sponsoring and events manager.
ABN AMRO is perhaps best known for its long-term sponsorship of Eredivisie (Dutch league) side Ajax, which it served as principal sponsor between 1991 and 2008. More recent commercial activity has seen the Rotterdam Marathon and the KLM Open on the golf European Tour benefit from its investment.
The deal was put together by Ernst Boekhorst, ABN AMRO’s sponsoring & events manager.