END OF THE YEAR REVIEW 2020 TEAM JUMBO-VISMA ENDEINDEJAARS OF THE YEAR OVERZICHT REVIEW 2020

/FOREWORD VOORWOORD The year 2020 was a challenging and special year, Team Jumbo-Visma is proud to have its own Diin which sa L. wePor had ut toL. changeSciena, gears comaio a lot. cupio In spite et;women’s Cat. team in the new year. Within the iumof this, et; we et, managed me poti, to ciae achieve estere some ex wonderful Se women’snis con teamvocupio we embrace cupici inctalent firis recognition, et nostamvictories together.urox nocus cae acchil hocaed quiustalent cus development ia dis horturbem and top sportsideo at ta the highest Cat re ad iam ad condam vivivir miurae deralevel derficaes where we cansentium contribute serei toconfese national and etIn skating,venteat we iordit; once againnihilii won praet several vesti, national, fortiquiinternational it, etrorum women’s virmis. cycling. Hem With re theniam arrival nota,European non and se worldcon in titles. re dentem We are currently iam in thedeortartus of the women’s contesendam, team, we complete ina, sentus, the Team pl.middle Nihilnessid of the season speroruntus, with still several audemqu important nonJumbo-Visma dem, quod family. achus? Quam habem, istrumraces to mego! Inmovem cycling inte, we dominated nicaed inte, the Tour unum inatqui ina vessus omnihiliu utde opteriaet; with nemnihiciaesPrimož Roglič finishing serum second. morit.Meanwhile, Ta verei progress etium hasquo been adhucoentum made for a new audamHe also won pra lapatum, Vuelta Patuma España oculique for the second cae incerfectusService Course. faucta, Last C. autumn, Ahala aL. start ma, was made aciemusaconsecutive mus, time. ensta L. Sp. Dam terum concwith ta the nos, construction in visse hiliam of the newperis location vitum in Den nesuamp onsimmovera consime esillego publictumBosch. It isomnis expected ese toclus open ina, its ne doors mid-2021. tartabulicaeWout van Aert terfeciaewon our first abute ever iam monument intius last ceruntiaeWe are pleased que nostri with thisclesilis development cum ubliu and the adyear dicae with Milan-Sanremo quam ente constiqua and just before resicit that vilicapestilopportunities terferemus that the new bon location tam, ses! will Tuoffer s us publicaehe won the factude iconic classic ssupio Strade ertella Bianche. busatur. He to ultimately perform even better as a team. Adalso fuecame novesupicae second at the consupiocum World Championships inatuiumand in the Tournum of perisulto Flanders. nostabemOn top of that, he We thank you for your support during the intusalso clinched hici plic two ta stage confica victories vesissica in the Tourres de complicated, but also beautiful 2020 season. firtemFrance. Thesehabuturnis, victories det;made nos, Primož cononsu the best In this brochure, we look back on a number of ltodiem,rider of the catquam year and PaliberetWout the best ia inpridere one-day rider activations that have achieved great results. We interorunumof the year. As aiae team mur we hebat proudly vidis finished the can’t wait to continue these sporting successes essesseason Maelistratumas number 1 in thenihilius UCI World hocciena, . in the coming year. With great thanks to our main nessendam atum Patilne ad se querris sponsors, co-sponsors, sub-sponsors, official iam,As of nost2021 Teamconsus Jumbo-Visma ad fitis. Cuscitwill ride nos on partners and official suppliers. pata,bicycles nemus from the seniam bicycle ut manufacturer vid conficaec Cervélo, ti inan Etrae,innovative crit and diconsil progressive vidiem brand ia pultus. and part of /RICHARD PLUGGE Bisthe Dutchbon hora, family crum business con Pon. hoc An temnemn asset to the Managing director ondiusteam, we conia look forward vestius to bonsuam this collaboration. es ad mo After antiusseven seasons consul we vius said ericerid goodbye fauctabem to our partner fortemBianchi inine style. non We ditidis, did this cons through inum an online telicaediuauction of iconic quamenarbit. Bianchi bikes Ibefecis. with which Hus, we Patam.managed to create numerous historical moments Fulviurat.and stories Oxtogether. mentereist? At rei poti convescendam manum hos cones atraetiorWe look back heme on aforis very sentembeautiful tarenatcollaboration odinius,between Bianchiniquod and poptienin the team. vehem spios /JUMBO

/ DESCRIPTION / ACTIVATION What do you do when the biggest Tour de Kans and by far most important event of the year takes place in a corona / OBJECTIVE bubble and strict measures are in 80,000 unique participants and place around the race route? Team 20,000 opt-ins Jumbo-Visma, together with partner Jumbo and SportsCloud, developed a / RESULT ACHIEVED new digital activation for the Tour de 551,459 visitors, of which France. With Tour de Kans, everyone 428,213 registrations could participate for 23 days in a digital tour of various games, such / FIGURES/PERCENTAGES as wheel of fortune, memory, snake 61,941 unique participants and various quizzes. The digital tour 71% open rate was developed in the form of an 102,680 prizewinners advent calendar. Every day of the Played in 33 countries Tour, including the two rest days, a 1,038,121 sent e-mails box could be scratched open. Behind 13.23 average playing time per the box was a game. By playing the participant in minutes games, participants had a chance to 13,667 hours total playing time win various prizes, such as tickets to the Dutch Grand Prix in Zandvoort or Primož Roglič’s bicycle. /JUMBO

/ DESCRIPTION / ACTIVATION In January 2020, immediately after National campaign to draw attention his official transfer to Team Jumbo- to Jumbo’s offers of fruit and Visma, Tom Dumoulin was deployed vegetables in January, using the by Jumbo in a national campaign brand-new acquisition Tom Dumoulin. with the theme “a good start, starts Use of online and offline campaign at Jumbo”. Among other things, a materials and of course a national TV commercial was produced for the TV commercial with the well-known campaign, in which Tom Dumoulin playful twist that we know from immediately took the lead role. In the Jumbo. commercial, a link is made in a playful way to the good intentions of many / OBJECTIVE Dutch people and to making healthy Reinforce Jumbo’s general January food choices to get or stay fit quickly. campaign by making smart use of the transfer of one of the most famous Dutch athletes to our team. Because “a good start, starts at Jumbo”. /JUMBO

/ DESCRIPTION / ACTIVATION In the first weeks of uncertainty, #Supermarketheroes supermarket staff were under considerable pressure to ensure that / OBJECTIVE we could continue to do our shopping To thank all supermarket employees as normal as possible. They did a lot (especially Jumbo’s) for their hard of work and were asked to perform work. at their very best. Therefore, together with our athletes, we created the / RESULT ACHIEVED #supermarketheroes. To cheer on all 2,375356 impressions the supermarket heroes the way they 84,932 expressions of support with normally cheer on our athletes. And #supermarketheroes everyone in the helped us! /VISMA

/ DESCRIPTION / ACTIVATION To bring attention to a new online Visma Easycruit commercial recruitment tool, Visma produced a special commercial to showcase the / OBJECTIVE new tool in a fun and playful way. To draw attention to Visma EasyCruit In the leading role Merijn Zeeman is and generate traffic to visma.com/ looking for new talent. After a tough easycruit search with lots of applications, he finally hits upon the right candidate / RESULT ACHIEVED via EasyCruit: Tom Dumoulin! Large online reach and many leads for EasyCruit helps in a simple way to find the platform talent. /JUMBO, VISMA & KÄRCHER

/ DESCRIPTION / ACTIVATION There was no 2020 Paris-Roubaix Filter Paris-Roubaix edition, but there was an AR filter. On the weekend of 25 October, Wout van / OBJECTIVE Aert of Team Jumbo-Visma showed Maximum number of impressions what his face should look like when around Paris-Roubaix the race started. Together with partners Jumbo, Visma / RESULT ACHIEVED and Kärcher, Team Jumbo-Visma tried 250,000 views in 24 hours to create a lot of attention for the AR filter to let fans use it themselves. We / FIGURES/PERCENTAGES reached almost 250,000 views within • 247,500 impressions 24 hours by spreading various organic • 22,200 opened filters on Instagram and paid posts on social media across • 11,700 views all available channels. Most of this was • 2,700 shares via Instagram. That includes the reach scored by the entry of Ineos rider (!) Luke Rowe. However, the millions we reached through the attention in the Belgian news is excluded. A great result, to which every partner contributed in their own way.

/HEMA

/ DESCRIPTION / ACTIVATION HEMA successfully activated the Brand video and online campaign partnership with Team Jumbo- Visma in 2020 by releasing a brand / OBJECTIVE film during the , To increase sponsor awareness and which focused on the theme of ‘Fan give meaning to this awareness in of Bicycles’. Attention was then terms of both the brand and the generated for the partnership through product. a unique limited collection of cycling shirts in collaboration with clothing / RESULT ACHIEVED sponsor AGU. The ‘Fan of Bicycles’ campaign showed a clear increase in both spontaneous and assisted sponsor awareness. In addition, the limited collection of cycling shirts was sold out within a short period of time. /FRIESLANDCAMPINA CAMPINA

/ DESCRIPTION The Dutch people exercised / ACTIVATION significantly less in the 3rd quarter Campina Strong Start of the day of 2020 than in the same period of 2019, according to research by / RESULT ACHIEVED Ipsos commissioned by NOC * NSF *. By opting for various angles in this Campina & top sport ambassadors, campaign and responding to current including Epke Zonderland, Dafne events, the campaign received Schippers and the skaters of Team renewed attention several times over Jumbo-Visma, therefore saw it as three months. This has generated a lot their joint mission to encourage the of exposure for Team Jumbo-Visma Netherlands to pick up healthy habits and for Campina quark and yoghurt. (again). The campaign “Start your It shows the role of dairy in the lives day strong with Campina”, with Sven of athletes and concretely how these Kramer among others, ran from 24 products can contribute to a strong August to 22 November. Via TV, Radio start to the day. 538 with ‘10, 000 steps Challenge‘, PR, social media, online video, AD.nl, Nu.nl / FIGURES/PERCENTAGES and on millions of Campina packaging • TV: 3,2 million unique range and via a large-scale giveaway with • Radio: 2,3 million listeners Garmin Smartwatches, Campina • Social: 4,8 million unique reach stimulated the Netherlands to start • Promotion page: 110,000 visitors the day with a healthy breakfast and a • PR value 155,000 euros little exercise. • In the race for SAN Accent Award (Fast Moving Category) / OBJECTIVE Campina wants to encourage the Netherlands to start the day strongly: with healthy food and a bit of exercise. A strong start to the day feels good! /FRIESLANDCAMPINA VIFIT

/ DESCRIPTION / ACTIVATION In 2020 Vifit deployed Tom Dumoulin Large-scale brand activation via TV, as ambassador for the new Vifit online and Out of Home. Good Morning yogurt in pouch. The combination of Tom with Vifit proved / OBJECTIVE successful to get attention for this Strengthen the product introduction product introduction. of the new Vifit Goedemorgen pouch by activating the partnership with Team Jumbo-Visma.

/ RESULT ACHIEVED The Vifit Goedemorgen campaign with Tom Dumoulin was visible for 12 weeks through TV, online and out of home and reached 80% of the target group defined by Vifit. /BIANCHI

/ DESCRIPTION / ACTIVATION How do you say goodbye to a partner Continue the Ride with whom you have been an iconic combination for 7 years? How do you / OBJECTIVE make sure that the emotion of all that • Saying goodbye to Bianchi in an you have been through comes across elegant way to your followers? Bearing in mind • Raise at least 217,000 euros for that the annual bicycle sales day at cycling promotion campaigns Service Course could not take place due to COVID-19. The starting point? The bicycle is much more than the / RESULT ACHIEVED material used to make it. It means so • Sales value of €263,311 for the bikes much more. An ode to the bikes that • In the running for SAN Accent were so extremely successful last Award (Smart Idea category) seven seasons. A farewell letter from the rider to his beloved steel steed. In collaboration with TDE, Team / FIGURES/PERCENTAGES Jumbo-Visma has set up a 360-degree • Reach 16,000,000 people with this campaign. The most exclusive campaign Bianchis of the team were auctioned • More than 600 international media via Catawiki between 18 and 27 placements about the campaign December. So that they will continue • Buyers from 11 different countries to write new stories with the next and bids from 23 different countries passionate owner; Continue the Ride. • Average of 17.1 bids per bike. Highest number on average ever for a Catawiki auction. /HEINEKEN

/ DESCRIPTION / ACTIVATION At the end of 2020, Heineken Shop floor campaign at Jumbo activated its partnership with Team Jumbo-Visma by offering Jumbo / OBJECTIVE customers the chance to win two Boost sales of Heineken 0.0 products Bianchi bicycles from the team in on the Jumbo shop floor by activating November during ‘la Vuelta 2020’. the partnership with Team Jumbo- Consumers could compete for two Visma. team bicycles by uploading a receipt of a Heineken 0.0 product at Jumbo. / RESULT ACHIEVED Besides the promotion on the shop Total online reach: 353,370 floor, this campaign was also boosted Total number of online interactions: via the social media channels of Team 29,521 Jumbo-Visma and via a mailing from Number of measured clicks to Heineken to cycling enthusiasts. Heineken landing page: 17,380 /UNILEVER CALVÉ PINDAKAAS

/ DESCRIPTION / ACTIVATION During the Tour de France, Calvé Shop floor campaign at Jumbo Pindakaas activated its partnership with Team Jumbo-Visma with the / DOELSTELLING campaign ‘Bike yourself to the top’. Increase sales of Calvé Pindakaas For three weeks, Jumbo customers products on the Jumbo shop floor by had the chance to win a complete activating the partnership with Team (autographed) Team Jumbo-Visma Jumbo-Visma. cycling set, including helmet, to reach the top, just like the pros. Each day’s / RESULT ACHIEVED stage gave a new winner the chance Great attention on the social media to win this prize. The campaign was channels of Calvé Pindakaas, Team driven by promotional material on the Jumbo-Visma and on the channels Jumbo shop floor and attention on the of the riders of Team Jumbo-Visma. social media channels of Team Jumbo- Out of the participants, 21 winners Visma and Calvé Peanut Butter. were chosen to be presented with a complete cycling outfit of Team Jumbo-Visma. /UNILEVER UNOX

/ DESCRIPTION / ACTIVATION Unox activated on the Jumbo shop Shop floor campaign at Jumbo floor with two consumer actions in the winter months of 2020. During / OBJECTIVE the first weeks of the year, consumers Boost sales of Unox products on the could win beautiful skating prizes, Jumbo shop floor by activating the including signed skating suits, tickets partnership with Team Jumbo-Visma. for a skating race in the Thialf stadium and a chance to win a skating clinic. / RESULT ACHIEVED A second in-store campaign followed During the shop floor campaign in at the beginning of February, during February 2020, 200,000 Unox hats which 200,000 famous Unox skating were given away with the purchase caps were given away with the of three Unox products. The ‘must purchase of three Unox products. have’ of the year. In addition, the This action was set up to celebrate announcement of the start of the the start of the cooperation between collaboration between the Unox Unox and Team Jumbo-Visma and to brand and Team Jumbo-Visma and announce the start of the marathon the announcement of the start of a team. marathon team were widely covered in the national media. /UNILEVER B-BETTER

/ DESCRIPTION / ACTIVATION B-Better believes that you can make Shop floor campaign at Jumbo in the a positive impact on your lifestyle run-up to the Tour de France and the planet by making small adjustments in your daily life. For / DOELSTELLING example, by taking the bike instead The increase the name and sponsor of the car. With this underlying idea, awareness of the product B-Better by Unilever activated the partnership activating the partnership with Team with Team Jumbo-Visma in the run- Jumbo-Visma. In addition, directly up to the Tour de France with an boosting the sale of B-Better products action on the shop floor at Jumbo. on the shop floor at Jumbo. Consumers could win an original Bianchi bicycle from the team when they bought two B-Better packs. In addition to exercise, Unilever also wants to encourage consumers with the B-Better brand to drink enough, since fluid intake is essential to function properly. During the Tour de France, B-Better, in collaboration with one of the nutritionists from Team Jumbo-Visma, published an article about the importance of fluid intake. /AGU

/ DESCRIPTION / ACTIVATION In the run-up to the Tour de France, The Yellow Dream video (AGU) AGU launched a video in collaboration with Team Jumbo-Visma. This video / OBJECTIVE tells the story of the team’s yellow Maximum communication of the AGU dream and AGU’s role in it. AGU is x Team Jumbo-Visma commitment essential in this process and provides within the target group. the best and fastest clothing for the riders. / RESULT ACHIEVED • 5,293,463 impressions • High amount of coverage on the fastest AGU time trial suit.

/ FIGURES/PERCENTAGES • Via AGU: 4,327,333 impressions and 11,893 clicks to the landing page • Via TJV socials 966,130 impressions, 329,801 unique reach and 23,936 clicks to the landing page • PR value of €31,174.00 /SHIMANO

/ DESCRIPTION / ACTIVATION Small Q&A session on our social Participation in live Q&A sessions on media channels with people from Instagram our Shimano sponsored teams. The Shimano Live sessions on / OBJECTIVE both Facebook and Instagram The objective was to create engaging were intended to bring some light content for our Shimano fans, the entertainment to people who are fans of the riders and teams we at home without much cycling in sponsor and the fans of the riders. their lives. It gave Shimano a great The goal was to provide more insight opportunity to be visible to a wide into the Shimano products and the audience and to engage with our technologies behind them. To provide sponsored athletes and ambassadors, the teams a platform to stay relevant even when they weren’t riding or in a period when media exposure is racing. lower or different than normal.

/ FIGURES/PERCENTAGES Total views 192,017 Total minutes 120,404 /M LINE

/ DESCRIPTION / ACTIVATION M line had the ultimate Tour de France video congratulations video in mind, but unfortunately the overall win was not / RESULT ACHIEVED to be celebrated at the end of the Tour The entire Tour de France campaign de France. Nevertheless, the team worked on the brand awareness of delivered such a good performance the M line brand. In addition, it was that thanks were given for the great extremely important for M line to teamwork and especially the hard propagate this sponsorship and the cycling. With beautiful photos by link with top sport, because without Cor Vos and Bram Berkien and in a good night’s sleep, top athletes cooperation with former cyclists are simply unable to perform at their Thijs Zonneveld and Maarten Ducrot, best. It reinforces the brand story, an inspiring video was made that awareness and image and contributes beautifully visualised the battle. to the well-known pay-off: Sleep well. Move better. / OBJECTIVE This video focused on emotion and the achievements made during the . In addition, it included telling all the viewers how proud M line is of the team. This video also focuses on the added value of a good night’s sleep and the role that the hotel room plays during such an amazing sports event. Sleeping well contributes to good recovery and therefore to delivering top performance. The video was broadcast on TV immediately after the programme Avondetappe on 20 September and was also shared via social media (YouTube and Instagram). /DYNAMIC

/ DESCRIPTION / ACTIVATION Together with Technical Partner Win a maintenance package for your Dynamic, Team Jumbo-Visma gave bicycle! away 5 maintenance packages in July through a win action. The campaign / OBJECTIVE was launched in July and this timing 1,500 participants turned out to work very well. Apart from the fact that people cycle a / RESULT ACHIEVED lot in this month, the Coronavirus 2,180 participants also made people actively involved in maintaining their bikes. The win / FIGURES/PERCENTAGES campaign was promoted through the 33.7% of the participants were new to social media channels of Team Jumbo- the Team Jumbo-Visma database. Visma and was also included in the newsletter. /TIGNES

/ DESCRIPTION / ACTIVATION In July 2020 our Tour squad went on Win a holiday for 6 to Tignes! an altitude training camp in Tignes, France. Team Jumbo-Visma embraced / OBJECTIVE this moment from its data strategy in 2,000 registrations cooperation with Tignes. During this period, we gave away a holiday for 6 / RESULT ACHIEVED people. The campaign was boosted 6,111 entries via the social media channels of the team, the riders present, the website / FIGURES/PERCENTAGES and the newsletter. 49.5% of the registrations were new to our database. 4,416 participants left an opt-in. /FOLLOWERS TJV 2020

/START ‘20 /END ‘20 /GROWTH

/ ROAD / ROAD / ROAD 210,000 243,000 +16% 158,000 320,000 +96% 158,000 192,000 +22%

/ GENERAL / GENERAL / GENERAL 3,500 7,500 +114% 7,500 14,000 +87% 183 13,000 +71,000%

/ WOMEN / WOMEN / WOMEN * 6,500 * * 1,500 *

/ ACADEMY / ACADEMY / ACADEMY 3,200 13,200 +313% 911 1,900 +107%

/ ICE PRO / ICE PRO / ICE PRO 53,000 53,500 +1% 24,800 31,500 +27% 17,000 17,600 +4%

/ ICE DEVELOPMENT / ICE DEVELOPMENT / ICE DEVELOPMENT 1,100 2,664 +142%

/ ICE MARATHON / ICE MARATHON / ICE MARATHON * 1,083 *

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*No information available, launched in 2020.