The EHL started out aspiring to be the Champions League of hockey ERNST BOEKHORST in EHL events and it has been met with great appreciation on the part of our customers. In the early years it was diffi cult to connect with our customers. No more than twenty or thirty people showed up. Nowadays 600 to 700 people show up! Per day that is.” Soldiering on Boekhorst and Geeris commend the manner in which the EHL is now organised which enables the continued growth of their hospitality model. Geeris: “I knew that our customers would be interested in a well-organised EHL. We have found the right format as far as sport is concerned. The fi eld, the bleachers and the broadcasts by Eyeworks (now Infostrada Sports Group) – it is all done on a high-class level and that has paid off. The live streams via internet are also very popular now, we have 90,000 viewers. On YouTube, fi lm clips of the EHL have already had 2 million hits. It is beginning to become important so now we have to soldier on.” Ernst Boekhorst would still like to make an important statement directed towards the organisation of the EHL. “The worst trap that we face is to make the decision to stay put in one particular location for x-number of years based solely on commercial and fi nancial considerations. Our position as sponsor is that the key to the success of the EHL depends upon the fact that the various home clubs should be the hosts... Like HTC Uhlenhorst Mullheim or Bloemendaal. The EHL is present in these various locations. We should foster local participation and hold our events and parties there as well.” In any case, Boekhorst and Geeris are convinced that in the Netherlands the EHL can continue to count on enthusiastic interest on the part of the fans, especially with the prospect of the World Hockey Championships taking place there in 2014. “The World Hockey Championship in 1998 resulted in the growth of the membership of the KNHB by 100,000 people”, recounts Geeris. “That tournament was beautifully staged. Even people who had previously had no interest in hockey were enthused about it. And if you are successful, and the Netherlands win the World Championship, people will want to participate. If this happens again in 2014 it will give a huge boost to hockey. And then, sponsors will be ready to take the bite again, especially if the economy picks up in the meantime.” To refer to the statements made by Mr Boekhorst: “ABN AMRO is committed to hockey! We have been active supporters of hockey since 2005. It’s in our genes now and we won’t just turn our backs on it.” • 45 20 07 20 12 Pagina 44
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