Brand Loyalty from Den Bosch is the new main sponsor of Heroes Basketball. Club owner Bob van Oosterhout agrees that it is remarkable that a big name is getting into basketball. “It’s a big step for the club.” The contract runs for at least 3 years.
“It is unique that such a party consciously steps in and actively works with us,” says Van Oosterhout. Basketball is a small sport in the Netherlands and sponsors are almost never companies that operate on a global scale.
Van Oosterhout has been the owner of Heroes since 2016. The club was then on the verge of disappearing. Heroes has been professionalized in recent years. Last season Den Bosch became champion of the Netherlands for the first time since 2015. That was the seventeenth championship in the club’s history.
Brand Loyalty was founded in 1995 and is headquartered in Den Bosch. It became big through promotions with savings stamps. Now the company works in 160 countries on campaigns for companies such as Albert Heijn, Disney and National Geographic. In 2020, the company had a turnover of 580 million euros and branches all over the world.
They do not want to say anything about the sponsorship amount, but it is said to be above 200,000 euros per year. It ensures that the budget in Den Bosch exceeds 2 million euros.
Brand Loyalty will also actively partner with Heroes basketball. The company wants to help expand Den Bosch’s fan base, for example with promotions. Van Oosterhout sees extra profit in this. “That is a big boost for us, but it can also be for the entire Dutch basketball.”
With the new sponsor on the shirt, the Bossche team will be in the preliminary round of the Champions League next week. Three knockout matches have to be won in Malaga to reach the main tournament, which no Dutch team has yet managed to do. Heroes Den Bosch starts against Siauliai from Lithuania.
Under the name Nashua, basketball in Den Bosch belonged to the sub-top in Europe in the early 1980s.
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