WPP partners with NOC*NSF to elevate TeamNL brand ahead of Los Angeles 2028
WPP will apply its global expertise in creative transformation, strategic marketing, and data-driven insights to shape TeamNL’s brand in the Netherlands and abroad
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Published: Feb 13, 2026 7:50 AM | 1 min read
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WPP announced that it will be working with Nederlands Olympisch Comité*Nederlandse Sport Federatie (NOC*NSF), the Dutch Olympic Committee and Sports Federation, to strengthen the iconic TeamNL brand ahead of the Los Angeles 2028 Olympic Games and champion its mission for everyone in the Netherlands to participate in and enjoy sport. This collaboration directly supports NOC*NSF’s 2032 vision to foster a more active, healthy and inspired society.
WPP will apply its global expertise in creative transformation, strategic marketing, and data-driven insights to shape TeamNL’s brand in the Netherlands and abroad. A core focus will be sharpening the brand positioning for TeamNL, designed to ensure the brand resonates powerfully and inclusively with all stakeholders across the evolving 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.”
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