Jumbo has extended its partnership with Team Essent for another three seasons, continuing a collaboration that has lasted for more than a decade.
The Dutch supermarket retailer will remain a Founding Partner of the skating team through 2029. The partnership continues Jumbo’s focus on nutrition, athlete support, and long-term brand visibility in Dutch sports.
Jumbo first entered professional speed skating sponsorship in 2014. During that period, the team competed under the Team LottoNL-Jumbo and Team Jumbo-Visma names and became one of the sport’s most successful organizations.
Under the renewed agreement, Jumbo branding will continue appearing on team clothing across both the long-track and marathon squads. The retailer will also gain increased visibility within the marathon division, including logo placement on helmets and race uniforms.
The companies said the partnership will continue focusing on nutrition and talent development alongside commercial visibility.
Sven Kramer, Commercial Director of Team Essent, said the long-term commitment supports the team’s ongoing development on and off the ice.
Jumbo also described the partnership as an important long-term collaboration tied to its broader focus on nutrition and supporting athlete performance.
Why it matters
Supermarket sponsorships remain an important branding strategy across European retail, especially in markets where grocery competition is highly concentrated.
For retailers like Jumbo, long-term sports partnerships help strengthen national brand recognition while also supporting positioning around health, nutrition, and active lifestyles.
The renewed agreement also highlights how supermarket operators continue investing in high-visibility partnerships beyond traditional advertising as competition intensifies across the Dutch grocery sector.
