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Holland America Line has been named an Official Event Partner of the International Skating Union (ISU) for ice speed skating

Partnership with ISU brings the essence of cruising to popular winter sport. 

Rotterdam, Netherlands, Nov. 3, 2023 — Holland America Line has been named an Official Event Partner of the International Skating Union (ISU) for ice speed skating. Building on its long history of Dutch excellence in the sport, including 12 speed skating medals for the Netherlands at the 2022 Beijing Olympics, Holland America Line will have a presence at national and international competitions leading up to the 2026 Olympics.

Kicking off the partnership, Holland America Line will have visibility at the upcoming ISU World Cup of Speed Skating events taking place in the Netherlands, Japan, China, Norway, Poland, the U.S. and Canada. Fans also can look for Holland America Line branding at the European and World Speed Skating Championships.  

“Speed skating is one of the most-watched winter sports in the Netherlands and many other countries, with more than 4 million Dutch fans alone, and we are proud to be an event partner of the ISU and cheer on speed skaters from all countries,” said Nico Bleichrodt, vice president of international sales, Holland America Line. “Speed skating fans are passionate about the sport like our guests are passionate about cruising, and we’re excited to support the ISU and bring these two communities together.”

The ISU speed skating sponsorship enables the cruise line to reach a large fanbase at a variety of speed skating events, especially in the Netherlands, United States Canada, Germany, Norway and Asia, where many of Holland America Line’s guests reside. Under the  multiyear agreement, Holland America Line will have a presence on television with branding along the rink, across social media channels, in various event materials, digital campaigns and at venue activations.

Koen Hermens, managing partner at House of Sports said, “The International Skating Union and House of Sports welcomes Holland America Line as official ISU Event Partner in ice speed skating. It is an Olympic winter sport with a strong track record in advertising value and speed skating is highly effective when it comes to sports exposure and brand awareness, especially in the Netherlands. With powerful performances on the ice, worldwide TV-coverage and wide digital engagement through social media, speed skating has all the ingredients to generate valuable visibility in exclusive brand partnerships.”


About the International Skating Union

The International Skating Union, founded in 1892, is the exclusive international sport federation recognized by the International Olympic Committee (IOC) administering sports in the Branches of Figure Skating and Speed Skating throughout the world. The objectives of the ISU are to regulate, govern and promote the sports in the Figure Skating and Speed Skating Branches and their organized development based on friendship and mutual understanding between sportsmen and women.


About House of Sports BV

The company was founded in February 2002. Being a full-service sports marketing agency based in the Netherlands. With a team of more than 70 professionals in sports marketing, House of Sports BV feels blessed to work in the inspirational environment of sports on a daily basis and works for brands, athletes, federations, clubs, leagues, events and other rights holders.

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Editors Note: Photos are available at