Albert Heijn has announced a partnership with the Dutch football association - KNVB - a week ahead of the women's football World Cup in France.
The retailer and the football association will collaborate for a period of three years starting 1 September 2019 to 31 December 2022.
As a part of the deal, Albert Heijn will partner with OranjeLeeuwinnen - the Dutch women's football team.
'Fan Of The Team'
Albert Heijn chief executive, Marit Van Egmond, commented, "The OranjeLeeuwinnen get the Netherlands moving. We are not only a fan of the team but also a great supporter of women's football in the Netherlands."
"Women's football is on the rise and the Orange Fever is currently taking on increasing proportions towards the Women's World Cup," said Jean Paul Decossaux, the commercial director of KNVB.
"We find a similar enthusiasm [in] our new partner, Albert Heijn, so we are also looking forward to what we can do together in this area," he added.
Other Collaborations
The retailer will also partner with Orange fans and KNVB's healthy food programme.
As a partner of the Oranje fans, Albert Heijn will organise activities in its stores and well-known Orange fan zones in the coming years.
The events will be scheduled around the qualification stage for the men's European Football Championship in 2020, the women's European Football Championship in England in 2021, and the Football World Cup in 2022.
For the healthy food programme, KNVB and Albert Heijn will jointly launch a pilot project, where a number of selected model canteens will offer a selection of tasty and healthy food items.
Van Egmond, added, "Football is the largest sport in the Netherlands. And just like the KNVB, we are at the centre of society. Together we are committed to a healthy, sporting and strong future for everyone."
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
