Rabobank is the largest sponsor in the Netherlands, with sports and culture as its
main focus. Sports and cultural sponsoring enable Rabobank to increase its
social commitment and its brand recognition at the same time. Cycling, field
hockey and equestrian sports are the spearheads of Rabobank's central sports
sponsoring policy. Its collaboration with NOC*NSF emphasises the role
Rabobank plays in sports. The bank's cultural sponsoring policy is practiced in its
sponsorship of the Van Gogh Museum. On a local level, the local Rabobanks
support many athletes, sports organisations and cultural events.
Sponsored parties must fit Rabobank
Cycling
Field hockey
Although commercial considerations obviously play an important part in Rabobank's
sponsoring relationships, community focus has always been its guiding factor.
Rabobank opts for lasting and structural collaboration that should benefit not only
Rabobank but the sponsored party as well. It is of vital importance that sponsoring projects
align with our brand values: committed, near-by and a leader. In addition, 'mental market
leadership' and corporate social responsibility are concepts that must be reflected in the
various sponsoring projects. In 2007, Rabobank sought to add innovating elements to the
existing contracts. In so doing, it looks especially at how sponsoring projects can be
translated into the spearheads of Rabobank's new brand positioning, which focuses on
younger people, ethnic minorities and large cities.
Rabo ProTeam, Rabo Continental Team and Rabo Cyclo-Cross Team, together totalling
around fifty cyclists, are the most visible manifestations of Rabobank's ambitions in the area
of cycling, as set out in the Rabo Cycling Plan. Rabobank invests in cycling. It is the main
sponsor of the Royal Dutch Race Cycling Union (KNWU) and supports the Dutch Tour Cycling
Union (NTFU). Local Rabobanks sponsor numerous cycling activities in their regions and
support events for young people and talents. Rabobank is one of the driving forces behind
the touring version of the Amstel Gold Race, Go Biking Tour, Rabo Dikke Banden ('fat tyre')
races and several cycling clinics. The professional Rabo cycling team was highly successful in
2007. Victories included the Tour of Spain ('Vuelta'), the Swiss Tour de Romandie and several
classics. The espoirs, including cyclo-cross racer Lars Boom, road cyclist Thomas Dekker and
track cyclist Theo Bos, let their names heard on many occasions in 2007. The Rabo team
experienced great ups and downs in the 2007 Tour de France. The required actions have
been taken to prevent incidents such as those in 2007 from reoccurring.
Rabobank has been the main sponsor of the Royal Dutch Hockey Association (KNHB) for over
a decade, a period in which field hockey has seen tremendous growth. In 2007, successes
were celebrated, both internationally and at the local level. Both national teams qualified for
the Olympics, and the men's team captured the European title. On a local level, too, a lot
happened in field hockey in 2007. No fewer than 172 hockey clubs have sponsor
relationships with a local Rabobank. Such relationships are of great value and, on a local
level, are practical translations of the bank's commitment to local field hockey communities.
The Rabobank Hockey Bonus enables clubs to finance their artificial turf or their pavilions at
competitive rates at their local Rabobank. Numerous clinics are organised for young people,
with international players coaching.
