Something
for everyone in
the Netheriands
NETWORK NEWS
Jn a market that knows the brand
name, Rabobank Nederland bas
managed to associate itself witb a range
of bousehold heroes, from modern master
Vincent van Gogb, to cycling idol Erik
Dekker. A four-pronged policy, divided
between sports and culture, bas ensured a
winning line-up of sponsor ed events,
including Floriade (a Dutcb horticultural
event beid every ten years) and tbe Tour
de France. Vincent Pijpers, Head of
Sponsoring, explains tbe policy tbat bas
reinforced Rabobank's community ties.
abobank is a number one bank and a number one
brand,explains Pijpers. 'Tbis gives us an incredible
amount of freedom in terms of sponsorship.' To acbieve
maximum market exposure, Pijpers and bis team have decided
to focus on cycling, equestrian events and field hockey - three
of the Netheriands' most popular sports. The fourth cultural
element of the policy has earned Rabobank something akin
to patron status. Rabobank's involvement with the
'museumjaarkaart program' ensures discounts for thousands
of museum-goers and has built a lasting partnership with over
450 Dutch museums, among them the Van Gogh Museum.
Cultural sponsorships also extend to individual exhibits such
as the Maurits House, showcasing a lifetime of portraiture by
German painter, Hans Holbein.
8 I Rl The Word I