Hema the strongest brand for sport & event sponsorship in Netherlands

Of all the companies active as major sports and event sponsors in the Netherlands, Hema is the most popular among the population. The variety store chain far outstrips its sponsored skating and cycling team, Team Jumbo Visma, which is 154th on the ranking of sponsor brands by Hendrik Beerda Brand Consultancy.

According to Hendrik Beerda, Team Jumbo Visma’s main problem is its frequent name changes. “As a cycling team, Team Jumbo-Visma has had eleven different names since its start in 1984. Predecessor Raboploeg was a household name in Dutch society in the years 1996-2012. Team Jumbo-Visma has never managed to match that position.” The team’s name will change again at the end of next year, when its cooperation with its main sponsor, Jumbo, ends.

Hema climbed one spot to the top of the ranking compared to last year, pushing Albert Heijn from the top position to second place. Jumbo is the third-strongest sponsor in the Netherlands. Rabobank saw its popularity plummet in the past year, dropping from sixth place last year to 13th this year. ABN Amro dropped two spots from 17 to 19, and ING climbed four from 12th to eighth.

Heineken is also having some trouble with its reputation, partly due to its late implementation of deposit cans and continued presence in Russia. Despite being the main sponsor of the highest-ranked event in the Netherlands - Formula 1 Heineken Dutch Grand Prix - the beer giant is 16th on the ranking of most appreciated sponsors. “Almost all adult Dutch people know the beer brand, but the appreciation for Heineken could still use a big boost,” Hendrik Beerda said. The Dutch Grand Prix could boost Heineken’s image, but the motorsport sponsorship definitely won’t help “Heineken’s already meager sustainability image.”

Strongest sponsor brands in 2023 (+ 2022 position)

1. Hema (2)
2. Albert Heijn (1)
3. Jumbo (3)
4. Philips (4)
5. Coca-Cola (7)
6. KPN (5)
7. Ziggo (11)
8. ING (12)
9. Campina (8)
10. KLM (9)
11. DHL (-)
12. Nike (10)
13. Rabobank (6)
14. National Postcode Lottery (21)
15. Adidas (13)
16. Heineken (15)
17. T-Mobile (18)
18. Grolsch (19)
19. ABN Amro (17)
20. Puma (20)

Highest-ranked events in the Netherlands

1. Formula 1 Heineken Dutch Grand Prix
2. NN Marathon Rotterdam
3. Amstel Gold Race
4. Hiswa te Water
5. TT Assen
6. Camping & Caravan Jaarbeurs
7. MOTORbeurs Utrecht
8. ABN Amro Open
9. Museum Night Amsterdam
10. Pinkpop