Exactly two days before the start of the marathon season in Amsterdam, the girls from Team Turner threw a little party. They did so together with that other Team Turner—namely, the people from the Turner company, which is celebrating its 25th anniversary this year. And that perfectly encapsulated Turner’s approach to sponsorship: an active and positive exchange between the speedskating blog and the company.

“It was a great party,” acknowledges Patrick Eppink, who is in charge of sponsorship at Turner. “The team brought along a skating board, and it was really nice to see that many people couldn’t resist the temptation to step onto it for a moment. This immediately makes the team very approachable to our own employees and business partners, and that’s exactly what we want.”