Jumbo Supermarkets CEO Ton van Veen has confirmed in conversation with Dutch newspaper AD, that the brand will withdraw its sponsorship of Jumbo-Visma following the conclusion of the current contract in 2024.
Whilst the current contract will be respected although van Veen admits there could be some discussion about Jumbo stopping being the main sponsor of the team before that. “That sponsorship has brought us a lot of brand awareness, but we have now won everything there is to win,” he explains. “We annually invest more than 20 million euros in sports sponsorship, but I can only spend every euro once. We cannot return that money to the customer, or invest it in sustainability or health."
Indeed, van Veen is correct in his opinion that Jumbo have basically completed cycling. Victories at each of the Grand Tours, most recently with Primoz Roglic at the Giro d'Italia, Jumbo-Visma have amassed one of the best teams in modern cycling history with the likes of Roglic, Jonas Vingegaard, Wout van Aert, Sepp Kuss, Dylan van Baarle and many more.
Whilst the future is now somewhat uncertain for Jumbo-Visma, van Veen has also announced his attention that the Jumbo supermarkets will be withdrawing sponsorship from the likes of Formula 1 driver, Max Verstappen also.