a.s.r. title sponsor Avond4daagse

The Avond4daagse is a typical Dutch phenomenon. For decades, children and their parents have participated in this traditional local walking event. Every year, hundreds of thousands of children, accompanied by proud parents/caregivers, grandparents and volunteers, walk through their own city, town, or neighbourhood together. This tradition is not only a sporting achievement but also a celebration of connection and togetherness.

‘The unique aspect of the Avond4daagse is that it brings people together at a local level,’ says Gijs Janssen, director of KWbN. ‘In every neighbourhood and village, we see volunteers, parents, and children working together to make it a celebration. With the support of a.s.r., we want to not only honour this tradition but also strengthen it and get even more children excited to participate. Walking is an accessible and healthy way to get moving, and the Avond4daagse shows how much fun it can be.’

Hella de Weger, Brand & Marketing Communications Director at a.s.r., says: ‘We are proud to associate our name with this wonderful tradition. The Avond4daagse represents what we value: getting active together, good health for everyone, and inclusion, and at a local level. We have been promoting walking for a long time through a.s.r. Vitality. With our support for the Wandelbond (Walking Association), we want to contribute to strengthening the local organisation of the Avond4daagse and increasing enthusiasm for walking as an accessible form of exercise.’

In addition to national collaboration, the partnership will start in 2025 with the support of several local Avond4daagse events. This number will be expanded in the coming years. This way, a.s.r. helps volunteers make the Avond4daagse an even bigger celebration. By making the event even more attractive, a.s.r. and KWbN aim to not only increase participation but also keep the tradition alive in all corners of the Netherlands.

With this partnership, a.s.r. and KWbN emphasise their shared mission to get the Netherlands moving, both literally and figuratively. Walking connects people with themselves, their surroundings, and others. That is why a.s.r. and KWbN aim to further encourage walking.