WPP to drive creative and strategic support for TeamNL
WPP will work with NOC*NSF to strengthen the TeamNL brand ahead of the Los Angeles 2028 Olympic Games, supporting the federation’s ambition to increase sports participation across the Netherlands.
The collaboration aligns with NOC*NSF’s 2032 vision to build a more active and healthy society, positioning TeamNL as a unifying brand for athletes, partners and the wider public.
Brand positioning ahead of 2028
WPP will deploy its capabilities in creative transformation, strategic marketing and data-led insights to shape TeamNL’s positioning both domestically and internationally. The focus will be on refining the brand to ensure it connects with stakeholders across the evolving Dutch sports landscape.
The partnership aims to create a clearer and more inclusive brand platform in the run-up to the 2028 Games, while reinforcing TeamNL’s long-term relevance.
National ambition for sport participation
Eric Kramer, Country Manager for WPP Netherlands: "We are proud to commit WPP’s comprehensive creative and strategic capabilities in support of our national sporting community and are dedicated to creating a lasting impact that empowers Dutch sport at every level."
Baukje ter Huurne, CMO NOC*NSF: “Our mission is ambitious: to make the Netherlands the world’s sportiest nation. Partnering with WPP enables us to elevate our impact by enhancing our brand strength through leading-edge expertise and innovation, inspiring everyone in the Netherlands to discover the joy of sport.”
Through the agreement, WPP will support TeamNL’s brand development as it prepares for Los Angeles 2028 and advances its broader 2032 participation goals.
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