Trust and Support give Room to Perform

In the run-up to and during the World Cup, ING is calling on football fans to make their support heard loudly and positively and the bank is publicly drawing a line: sharp criticism is part of football, personal attacks and hate are not. The reason is the growing hardening on social media, which, according to research, 44 percent of professional football players have to deal with every month. Cody Gakpo, Jeremie Frimpong and Jan Paul van Hecke, among others, play a role in the campaign, in addition to Ruud Gullit, who acts as an ambassador. With this campaign, ING makes the distinction between criticism and online hate visible. In this way, the bank wants to stimulate the conversation about online behavior, with an emphasis on where the boundary lies of what is acceptable.
Criticism is allowed, personal attacks are not

The Netherlands is a football country. The Dutch love the game, sympathize, cheer, curse and analyze. With traditionally many strong opinions about line-ups, playing methods and substitutions. That critical attitude is part of the game and of the Dutch football culture. Eighteen million national coaches, all with an opinion. That's involvement, that's passion. But online, the line between substantive criticism and personal attacks that result in hatred against players is increasingly blurred. That is where the limit lies.

Social responsibility
This year, ING is celebrating 30 years of involvement in Dutch football through the sponsorship of the KNVB. Not only with the Dutch national team, but also with amateur football and the wider football community. This also entails a responsibility to address social themes.

Peter Jacobs, CEO ING in the Netherlands: "This campaign is about how we treat each other in the Netherlands. Anyone who thinks that words have no impact is mistaken. As a bank that is at the heart of society and as the main sponsor of the Dutch national team, we take our responsibility. This is the time to show your colors as supporters. And we hope that positive support for Orange is the beginning of a broader trend: give positive support and not online hate to people you follow, whether they are professional, amateur or pupil."

National coach Ronald Koeman also underlines the importance of support instead of doubt: "Players know when it has to be better. But it makes a world of difference whether you feel that people support you or put you down. Trust and support give room to perform. That energy from the stands – and nowadays also online – really comes in."

Positivity uplifts players
The campaign focuses on the importance of positive support for the Orange, especially at times when things may not go so well. According to Ruud Gullit, ambassador of the campaign, online hate touches the core of top sport. "Everyone wants to be world champion, but you don't win prizes with negativity and shouting from the sidelines. Criticism may be sharp, but hatred destroys. Football is about winning together and losing together. Positivity lifts players, I have experienced that myself throughout my career. This is a call to the whole of the Netherlands."

International Cody Gakpo also endorses that importance: "Everyone has an opinion; that's part of it. Especially if you play for the Dutch national team. But if you feel that supporters are behind you, it gives confidence. That support can really make a difference on the field."

Alignment with KNVB approach
With the campaign, ING strengthens its broader efforts against online discrimination and hate. The approach is in line with the KNVB programme ‘Ons Voetbal Is Van Iedereen’, in which the association, together with the national government, combats discrimination by working on behavioral change, early detection, sanctioning and cooperation with experts. Marianne van Leeuwen, director of professional football KNVB: "Football belongs to everyone. This also means that we share responsibility for how we interact with each other, including online. Criticism is part of football, but hatred and discrimination always go too far. It is great that ING, as the main sponsor, encourages supporters to contribute to a more positive online climate around our football."

From fans to bearers of trust
With the World Cup campaign, ING calls on Dutch supporters to make their support for the players visible, not by sharing hateful messages, but by posting and amplifying positive support. ING will allocate part of its media budget and reach to give these positive fan messages additional visibility. By actively boosting supporter content, the bank aims to contribute to a more positive online climate. The goal is simple yet ambitious: to make the Dutch feel that the Netherlands supports them.