ABN AMRO brings joy and power of sports to as many sporters as possible as season kicks off
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The new sports season has just kicked off, and the playing fields are filling up with amateur and top-tier athletes who all share one thing: the drive and passion to win. A daily reality for many of us, but not for everybody. There are lots of people who would like to participate in sports but cannot because they have a physical or mental disability. ABN AMRO and its partners have been working for years to promote equal opportunity in sports. This year’s sports season kick-off is a key moment to bring the joy and power of sports to as many people as possible with a campaign to drive home the message that everyone deserves a chance to do sports.
As a bank at the heart of society, eager to pursue its purpose of “Banking for better, for generations to come”, ABN AMRO is on a mission to provide equal opportunities for all. With its sponsorships, the bank aims to give everyone an equal chance to participate in sports, whether your dream is a high-flying sports career or just training weekly to beat your mates in a game. The drive to throw themselves into sports is what unites all athletes. “Everyone has goals in life, and that also applies to sports, whether you play in a team or individually, want to win a friendly or become world champion. All sportsmen and women share a passion to achieve,” says Sander Bestevaar, ABN AMRO’s Head of Partnerships, Events & Foundations. “At the same time, there are people who have this drive but cannot compete in their sport of choice due to a physical or mental disability. Through our partnerships, we want to accelerate equal opportunities in sports. So that all athletes have a chance to get into the game. Because if we all start on a level playing field, anyone can be a winner.”
This is the message of ABN AMRO’s campaign, which focuses on the passion that unites athletes. The message is visualised in a setting that combines all ABN AMRO’s partnerships across a range of sports in one powerful image. Able and disabled athletes stand shoulder to shoulder in a huddle. Every face reveals tension: from the confident expression of a top athlete to the nervous excitement of a young, mentally disabled hockey goalkeeper. The team huddles closely one more time: one last deep breath and a focused gaze. Ready to shine!
The cast for the commercial includes able and disabled top athletes, including former top tennis player Esther Vergeer –Tournament Director of the wheelchair tennis tournamentand founder of the Esther Vergeer Foundation – as well as wheelchair tennis player Tom Egberink, hockey star Maria Verschoor, Chasity Grant of Ajax Women and the Ajax Only Friends football team for disabled players. Their cooperation is rooted in ABN AMRO’s long-standing partnerships with a variety of organisations.
Everyone deserves to experience the power of sports
ABN AMRO is on a mission to give everyone in the Netherlands a chance to do sports, believing everyone deserves to experience its power. Through sponsorships, the bank supports a wide range of sports in the Netherlands, including tennis, hockey and football. ABN AMRO is the main sponsor of the ABN AMRO Open, the Euro Hockey League and Ajax Women. At Ajax, the bank sponsors not only the first women’s team but also the Women’s Talent team – a youth team for girls. ABN AMRO has furthermore been a partner of Only Friends since its inception and supports the Ajax Only Friends football team for disabled players. As a partner of the Esther Vergeer Foundation, ABN AMRO offers all children the opportunity to pursue their ambitions in over forty sports.