Steffen van Iersel (NL)
Steffen van Iersel has been responsible for Sponsoring and Events at ING Netherlands since 2021. Two pillars are important in ING’s sponsorship policy. Sport is the first, ING is a sponsor of Dutch football, for example the Dutch team, but also 632 amateur clubs. The second pillar is music. Despite the fact that ING has been the main sponsor of the Concertgebouw Orchestra for 35 years, this pillar is still relatively new.
However, there are already a number of appealing examples of partnerships where brand and music come together well. This is how The Streamers were created during Corona thanks to the support of ING. ING has created a track with singer/songwriter Meau as an activation for the Vermeer exhibition in the Rijksmuseum. In the most recent campaign, music by Davina Michelle plays a prominent role. And ING is a partner in the comeback of rock band KANE. Both pillars make ING distinctive and add emotion to the brand.