Making history again
After 36 years, motorsport returned to Zandvoort in 2021 for the first edition of the Formula 1 Heineken Dutch Grand Prix. With this, the Netherlands is once again represented on the Formula 1 calendar. The return of this “un-Dutch” major sporting event was considered impossible by almost everyone, especially since it is the only Grand Prix in the world without financial support from the government. That it did succeed is partly due to the amount of Formula 1 fans in the Netherlands and the popularity of Max Verstappen. More important however is the daring and entrepreneurial spirit of the Dutch rights holders and the way in which sponsorship has had a share in the success. A globally unique and innovative sponsorship model (in Formula 1) that is now being used internationally as a best practice for other local promoters for financially sound international racing events. A unique model with event supporters and room for additional event suppliers gave Dutch companies the opportunity to commit to the Dutch Grand Prix and at the same time (indirect) association with the pinnacle of motorsports. With this model a group of Dutch companies made the impossible possible, proving the world that local and global sponsors can move side by side with the right visibility, association and opportunity for activation . With courage, guts and entrepreneurial spirit a new benchmark was set in the world of Formula 1.
