Noord-Brabant moves to ban the word ‘Holland’ in event branding
Noord-Brabant is moving to eliminate the use of “Holland” in the names of sports and cultural events it supports, citing concerns over international branding and regional identity. The push follows earlier disputes, including a 2019 cycling event tied to the Vuelta a España and a later “Holland House” initiative during a cycling world championship in Africa.
According to RTL, the province’s policy shift, led by regional executive Bas Maes, also affects ongoing discussions about major cycling events such as the Tour of the Netherlands, sometimes marketed internationally as the Tour of Holland, and future national branding plans tied to Dutch cycling in 2028.
Maes said the debate over the term is not new in Noord-Brabant. He pointed back to 2019, when the Vuelta a España route through the province was promoted under the name “La Vuelta Holanda.” “‘It was called La Vuelta Holanda,’” Maes told RTL. "Then we responded, 'We are not Holland; we are Brabant.’”
He said the issue extends beyond language and into international perception. “There will be few Brabanders who say they come from Holland, but for commercial parties, such as with a sporting event, Holland sometimes sounds better. As a result, the Netherlands is promoted abroad as Holland, but we want to move away from that name recognition.”
The province argues that “Holland” correctly refers only to Noord-Holland and Zuid-Holland, even though the term is often used informally abroad in languages such as Polish, French, and Spanish.
Under the new approach, Noord-Brabant will actively push organizers to avoid using “Holland” in event titles when provincial subsidies are involved. Maes said the province will not automatically reject events using the term but will make its position clear.
“‘Ultimately, an event with Holland in the name can still go ahead if the race has added value, but we tell organizations that a correct name is an important point for us,’” Maes said.
The policy also affects the Tour of the Netherlands, which is sometimes referred to internationally as the Tour of Holland. Maes said the province is still in talks with organizers about renaming the event, though existing branding makes changes difficult.
“The event is scheduled for three years. In the first year it was not possible to change the name. We understand it is extra difficult now, because a website and merchandise have already been made, but we are still in discussions with the organization,’” he told RTL.
Maes added that a future rebranding effort is already planned at the national level. In 2028, when the Royal Dutch Cycling Union marks its 100th anniversary, cycling events in the Netherlands are expected to be grouped under a new name, the Dutch Cycling Festival, which aligns with the province’s preferred terminology.
