WPP joins hands with NOC*NSF to boost TeamNL brand ahead of Los Angeles 2028

WPP announced that it will collaborate with Nederlands Olympisch ComitéNederlandse Sport Federatie (NOCNSF), the Dutch Olympic Committee and Sports Federation, to enhance the iconic TeamNL brand ahead of the Los Angeles 2028 Olympic Games and support its mission of encouraging everyone in the Netherlands to take part in and enjoy sport. The partnership directly aligns with NOC*NSF's 2032 vision to build a more active, healthy and motivated society.

WPP will leverage its global strengths in creative transformation, strategic marketing, and data-led insights to develop TeamNL's brand presence both within the Netherlands and internationally. A key priority will be refining TeamNL’s brand positioning to ensure it connects strongly and inclusively with all stakeholders across the changing landscape of Dutch sport.

"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." said Eric Kramer, Country Manager for WPP Netherlands.

Baukje ter Huurne, CMO NOC*NSF added, "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."