NewCold has been the proud main sponsor of the Dutch Sliding Federation (BSBN) since 2021. Piet Meijs, then Vice President of Business Development at NewCold, was introduced to the federation by Janko Franjić, a bobsleigh athlete from Breda. Meijs recognized that both organizations shared the same core values of innovation, trust, agility, and a commitment to continuous improvement. With the enthusiastic support of BSBN Chairman Wim Noorman and former Technical Director Vincent Kortbeek, a partnership based on these shared values was born. The first sponsorship agreement ran through the Beijing Winter Olympics in 2022 and was then extended through the 2026 Winter Olympics in Milan-Cortina. In the new Olympic cycle, NewCold continues to support the federation and its athletes.
About NewCold
Founded in 2012, NewCold has grown into a global leader in advanced food logistics. Its innovative world-class systems, energy efficiency, and productivity stand above conventional cold storage solutions. NewCold serves some of the largest food producers in the world, adding resilience, efficiency, and sustainability to their supply chains. Headquartered in the Netherlands, NewCold operates 17 highly automated facilities on three continents, alongside a growing transport network. Its innovation and growth are powered by proprietary technology and a team of over 2000 people.
About NewCold
Founded in 2012, NewCold has grown into a global leader in advanced food logistics. Its innovative world-class systems, energy efficiency, and productivity stand above conventional cold storage solutions. NewCold serves some of the largest food producers in the world, adding resilience, efficiency, and sustainability to their supply chains. Headquartered in the Netherlands, NewCold operates 17 highly automated facilities on three continents, alongside a growing transport network. Its innovation and growth are powered by proprietary technology and a team of over 2000 people.
2022 Winter Olympics in Beijing
At the 2022 Winter Olympics, the Netherlands was represented by Team NewCold athletes in multiple disciplines, including 2-man bobsleigh, 4-man bobsleigh, women’s monobob, and women’s skeleton. Kimberley Bos put on a remarkable performance in the women’s skeleton competition, becoming the first Dutch person to win a bronze medal in the sport.
Milan-Cortina 2026 and beyond
Kimberley Bos’ continuous drive to hone her skills and BSBN’s dedication to recruiting the best new talent mirror NewCold’s determination and drive for success. Bos won the overall World Cup in 2021/22 and 2023/24 and became world champion in Lake Placid in 2025. At the 2026 Winter Olympics in Milan-Cortina, Team NewCold competed in skeleton, 2-man bobsleigh and 4-man bobsleigh. Dave Wesselink and Jelen Franjić finished tenth in the 2-man bobsleigh, equalling the best Olympic result ever for a Dutch men's bobsleigh. With new talent in skeleton, men's and women's bobsleigh, the team is now starting its road to the 2030 Winter Games. NewCold’s sponsorship helps to make it possible for BSBN athletes to chase their Olympic dreams.
At the 2022 Winter Olympics, the Netherlands was represented by Team NewCold athletes in multiple disciplines, including 2-man bobsleigh, 4-man bobsleigh, women’s monobob, and women’s skeleton. Kimberley Bos put on a remarkable performance in the women’s skeleton competition, becoming the first Dutch person to win a bronze medal in the sport.
Milan-Cortina 2026 and beyond
Kimberley Bos’ continuous drive to hone her skills and BSBN’s dedication to recruiting the best new talent mirror NewCold’s determination and drive for success. Bos won the overall World Cup in 2021/22 and 2023/24 and became world champion in Lake Placid in 2025. At the 2026 Winter Olympics in Milan-Cortina, Team NewCold competed in skeleton, 2-man bobsleigh and 4-man bobsleigh. Dave Wesselink and Jelen Franjić finished tenth in the 2-man bobsleigh, equalling the best Olympic result ever for a Dutch men's bobsleigh. With new talent in skeleton, men's and women's bobsleigh, the team is now starting its road to the 2030 Winter Games. NewCold’s sponsorship helps to make it possible for BSBN athletes to chase their Olympic dreams.
‘‘Let’s keep building on the success and great partnership.’’
‘‘The core values of NewCold—innovation, trust, agility, and commitment to continuous improvement — are in line with the principles of top athletes, from skeleton to bobsleigh. The Dutch Sliding Federation also wants to continuously innovate with its equipment. Athletes and coaches are constantly perfecting the start and descent. Confidence in their abilities plays a major role for them in every descent, both for the individual athlete and for a bobsleigh team. Let’s keep building on the success and great partnership.’’
- Piet Meijs
NewCold Company Ambassador
‘‘The core values of NewCold—innovation, trust, agility, and commitment to continuous improvement — are in line with the principles of top athletes, from skeleton to bobsleigh. The Dutch Sliding Federation also wants to continuously innovate with its equipment. Athletes and coaches are constantly perfecting the start and descent. Confidence in their abilities plays a major role for them in every descent, both for the individual athlete and for a bobsleigh team. Let’s keep building on the success and great partnership.’’
- Piet Meijs
NewCold Company Ambassador
‘’NewCold offers the federation the opportunity to professionalize further. It gives the federation more financial resources, which means we can invest more in talent development.’’
- Wim Noorman
President of the BSBN
- Wim Noorman
President of the BSBN
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