How PostNL used cycling sponsorship to power employee engagement

When PostNL announced its cycling sponsorship of a UCI team, most assumed it was about visibility. A new name on the jersey. A boost to brand awareness. But they’d be wrong.

As Erik van Leeuwen, PostNL’s Sports Partnerships Lead, explains, this wasn’t just about customers, it was also about colleagues. “Our employees are our greatest brand ambassadors,” he says. “So in this sponsorship, they play an important role as well.”