44 were hoping to gain the support of major international players. For a long time we have hoped that major international parties from the participating countries would join in, namely from Germany, Spain and England. But, at a certain point we found ourselves as one of the only remaining major sponsors. BDO and Cadillac had dropped out.” Revenues Boekhorst explains that Hensel, who knows the tricks of the trade in the world of hockey, made a clever move This remains a major concern. In any case, Hensel has managed to ensure that the concept is fi nancially sound and that it continues to be attractive to sponsors.” PWC, the accountancy fi rm, is also aware of this development and has actively stepped in. Geeris: “This was certainly necessary. A concept needs to be viable after three or four years. By that time the worst of the growing pains should be over and done with. At a certain point sponsors naturally expect to see revenues. that doesn’t happen it becomes diffi cult to knockout round of the EHL – the KO16, the eighth and quarter fi nals – will take place in the Netherlands. His colleague Boekhorst notes appreciatively: “Piet-Hein has succeeded in making sure that every edition of these fi nals around the time of the Easter holiday will be a hockey-party for the entire family.” Geeris: “Our preferred banking customers (customers with access to personal advisors at ABN AMRO, ed.) are almost all involved with hockey. We have created a beautiful event which offers something in allowing the national federations to join the EHL. The fee they have to pay to join, wil be reimbursed as soon as they bring in a new sponsor. “That concept is now slowly starting to bear fruit. This results in greater visibility and attractiveness for the EHL. Of course this doesn’t change the fact that the new sponsors are primarily Dutch companies. convince the company internally that it is a worthwhile investment.” In 2012 the EHL sponsorship is still popular internally at ABN AMRO. This can be attributed to the fact that the bank has been able to set up a very successful hospitality model around the EHL. ABN AMRO has managed to stipulate that the attractive to participate in for every family member. There is a kids’ corner for the little ones, and older children can take part in a clinic with Floris Jan Bovenlander. The parents can watch the competition while enjoying snacks and drinks. In short, there is a good time to be had by all. Hockey is essentially a sport for the entire family. I try to refl ect this FOTO: FRANK UIJLENBROEK Pagina 43
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