Dutch-Belgian supermarket chain Jumbo are all set to withdraw the sponsorship activities from all motorsport-related events, including the one they offer to Max Verstappen and the Dutch GP. Jumbo has been a major and one of the earliest sponsor to the Dutchman. They have been investing in him since his Formula 3 days, having a constant presence on his racing helmet. However, this news has a huge backdrop to it.
Earlier this year, owing to a money-laundering allegation on their CEO, Jumbo cut down all of their two-wheeler sponsorship. This primarily included the bucks they used to put in Motocross. Owing to investigation against CEO Fritz Van Eerd, the company had no option but to backtrack on their commitments in January 2023. However, they continued their support to Dutch star Verstappen and his home GP at Zandoovart.
Max Verstappen is currently living the dream form of any sportsperson. He is chewing world records for breakfast and driving with a prowess that’s totally unheard of in F1. Being the first Dutch world champion brought him a lot of prestige. Not just that, he was named the Dutch Sportsperson of the year twice consecutively. Now, in this scenario sponsoring him is a feasible and sought after option for every brand. However, owing to the situation, Jumbo has decided to choose the other path.
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We have won everything their is to win: Jumbo CEO on Max Verstappen sponsorship
Recently in an interview, Jumbo CEO Ton van Veen opened up on his decision to withdraw long term relationship with the Red Bull star. He talked about the fiscal thought into the process and the fact that this relationship has already hit the saturation in terms of brand awareness.
“Max is a folk hero, of course, but he acts on the absolute world stage. We invest more than 20 million euros in sports sponsorship every year, but I can only spend every euro once. We cannot return the money that goes to Max to the customer, or put it into sustainability or health,” he said as reported by Racingnews365.
“With Max Verstappen and Jumbo-Visma we stop for a completely different reason. That sponsorship has brought us a lot of brand awareness, but we have now won everything there is to be won,” he added.
Following the news, Verstappen’s manager came up to thank the high-end retail brand for their constant support to Max over the last decade. Moreover, he wishes that with this being the last of them together, the Dutchman can bring another crown home to end it on a high.
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