The orchestra is slurping it up.
From today’s corp-speak press release:
The Magnum Ice Cream Company, formerly known as Unilever Ice Cream, is proud to become a global partner of the Royal Concertgebouw Orchestra, joining existing global partners ING and Booking.com and building on the strong legacy of the Unilever partnership which began in 2011.
The transition of the partnership to The Magnum Ice Cream Company, underscores the importance of societal connection and cultural heritage for the world’s leading ice cream company which recently opened its new global head office in Amsterdam ahead of a planned listing on the Amsterdam Stock Exchange, which is called Euronext, later this year.
The Magnum Ice Cream Company and the Royal Concertgebouw Orchestra share a rich history with a strong international character and common mission: creating extraordinary moments. While the orchestra does so through music and global performances, The Magnum Ice Cream Company seeks to turn ordinary everyday moments into lasting memories. Their partnership reflects the creativity, ambition, and international appeal of both organisations.
The partnership will become visible to the public starting August 18, 2025, when the Concertgebouw Orchestra launches a new brand campaign. From that moment on, The Magnum Ice Cream Company’s logo will replace the Unilever logo across all of the orchestra’s communications with the official kick-off planned at the freely accessible open-air concert Opening Night on September 12, 2025 at the Sloterpark in Amsterdam.
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