The supermarket chain Albert Heijn will attend the group matches with four representatives from business partners and relationships. “With sixty franchisees we are going by bus to the first match in Hamburg,” said a spokeswoman. ING does not make any statement about the number of people who will travel to Germany. The bank skipped the tournament in Qatar over concerns about the human rights situation in the country. It is usually customary for sponsors to attend.
KPN, also a major partner of the KNVB, also canceled the controversial tournament in Qatar. This year, the telecommunications company will follow Oranje in the host cities of Hamburg, Leipzig and Berlin with “several events that can be seen live.”
Heineken
The Heineken brewer was also not at the 2022 World Cup, also because that tournament was sponsored by Bud. This year the KNVB sponsor will travel to Germany again.
It has already become clear that companies are once again focusing on this European Championship in the form of advertising campaigns. This was even more difficult during the controversial World Cup in Qatar and the coronavirus-affected Euro 2021.
