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
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.
www.rabobank.com/sponsoring