Amsterdam, 23 June 2026 – As Pride Month shines a spotlight on inclusion and visibility around the world, Suntory Beverage & Food EECM-Benelux (SBF EECM-Benelux) today announced a three-year partnership with Pride Business Club and its sponsorship of the Women in Pride Boat ahead of WorldPride Amsterdam 2026.
The partnership marks an important step for Suntory Beverage & Food EECM-Benelux, reflecting its commitment to publicly engage with Pride initiatives.
At a time when diversity and inclusion programmes face growing scrutiny in some parts of the world, SBF EECM-Benelux is choosing to turn commitment into action, extending its inclusion efforts beyond the workplace and into communities.
WorldPride Amsterdam 2026 will mark the 25th anniversary of the Netherlands becoming the first country in the world to legalise same-sex marriage, and is expected to bring together millions of visitors from across the globe. Through this partnership, SBF EECM-Benelux aims to support greater visibility, allyship and belonging in line with the event's theme of UNITY.
“People thrive when their voice matters and they can show up as who they are,” said Alina Nickolson Vera Rojas, CEO, SBF EECM-Benelux. This partnership reflects our belief that inclusion must go beyond words and be demonstrated through action, responsibility and genuine connection with the communities where we live and work. In that sense, the theme of UNITY strongly resonates with our own value of 'Uniquely Me, Growing as One’.”
Through Pride Business Club, SBF EECM-Benelux will support initiatives that promote LGBTQ+ visibility and inclusion. The Pride Business Club is a network of organisations that partner with Pride Amsterdam to support WorldPride, contributing to initiatives that advance emancipation, visibility and community engagement. SBF EECM-Benelux will also sponsor the Women & Pride Boat, a platform dedicated to increasing representation for LGBTQ+ women and amplifying voices that are often underrepresented.
Abdelhatif Icher, Supply Chain Manager EECM and Lead of the Pride Task Force, SBF EECM-Benelux, added:
Pride is a powerful reminder that inclusion is built every day – through actions, conversations and visible support. For us, this partnership is about creating space for our employees and communities to feel a true sense of belonging, while also showing up as active allies beyond our organisation.
Marc Bartels, Senior Account Manager Partnership & Pride Business Club, said:
WorldPride Amsterdam 2026 will be a moment to celebrate progress and strengthen commitment. Through the Pride Business Club, companies come together to turn visibility into lasting impact for LGBTQIA+ inclusion worldwide. We are pleased to see partners like SBF EECM-Benelux contributing to this shared ambition through long-term commitment and concrete action.
By partnering with Pride Business Club and supporting Women & Pride, SBF EECM-Benelux is reinforcing its commitment to creating environments where people feel they show up fully, be themselves and thrive — both inside and outside the workplace.
Published Date: 26/03/2026
Keurig Dr Pepper (KDP) and Suntory Beverage & Food Europe (SBFE) today announced the expansion of their longstanding strategic partnership in Europe, marking a new phase of growth for Dr Pepper and Canada Dry across 15 European countries. Building on..
READ MORE
Published Date: 28/01/2026
Suntory Beverage & Food Europe (SBFE) announces today a new partnership between its iconic brand Schweppes®, across Suntory-owned territories, and world-class tennis tournament Roland-Garros. Under this agreement, Schweppes® becomes an official suppl..
READ MORE
Published Date: 14/01/2026
Amsterdam, 14 January 2026 – Schweppes International Limited (SIL), part of Suntory Beverage & Food Europe (SBFE), is delighted to announce the appointment of Carlo Rivaroli as Marketing Director of Suntory Beverage & Food EECM-Benelux (SBF EECM-Bene..
READ MORE