KNVB football association asks supermarket chain Jumbo to adjust its advertising around the European Football Championship. According to the football association, it seems that the supermarket chain is officially involved in the tournament and the Dutch national team, while competitor Albert Heijn is a sponsor.
The union has problems with the use of the number, among other things Left right from Snollebollekes. That number grew into the anthem of the Orange women in the European Championship women’s football in 2017, the union says.
The association also thinks that the orange parade in the advertising resembles the orange parades that the KNVB organizes around international matches. “We want to stand up for companies that contribute to football,” says a spokesperson for the KNVB.
The KNVB sent a summons last week with the request to stop the advertising if necessary. De Telegraaf has the letter in its hands. KNVB and Jumbo confirm the conflict.
No EC advertising
Jumbo does not respond to the request to adjust the advertisements. According to De Telegraaf, the supermarket chain writes to the KNVB that the advertising is not only intended as European Championship advertising. The advertisement would also be intended for the European Hockey Championships, the Olympic Games, the Tour de France and Formula 1. However, the advertisement is listed as European Championship advertisement on Jumbo’s YouTube site.
Another argument of the supermarket chain is that no claim can be made on phenomena such as a parade of people dressed in orange. “Everyone can celebrate the European Championship and every entrepreneur is free to conduct an advertising campaign aimed at the European Championship,” writes Jumbo’s head of legal affairs.
The KNVB has decided to leave it at the request and will not take any other steps.