CARU Containers & Excelsior women: building growth and equality together

Why Excelsior, why women’s football?

“We are a Rotterdam-based company and actively encourage sport and vitality among our employees,” Robine explains. “We believe that sport contributes to a healthy and strong company culture.”

The shared passion for sport, particularly football, combined with a strong Rotterdam identity makes the partnership with Excelsior a natural fit. But there is more to it than that. “Our values align closely. Collaboration, development and social engagement are central to both CARU and Excelsior. What also appeals to us is the way Excelsior achieves maximum performance with minimal resources. That ambition to improve, work more efficiently and operate more sustainably is something we immediately recognise.”

The choice to focus specifically on women’s football is a deliberate one. CARU sponsors the entire Excelsior club, but with the women’s team their logo proudly features on the front of the bright pink match shirt. “Both the football world and the port industry are often seen as male-dominated environments. With our support, we want to show that things can be done differently. For us, Excelsior Women is a way to contribute to equal opportunities: especially in sectors where this does not come naturally.”

Sponsorship as a tool for impact

For CARU, sponsorship goes beyond visibility. It is about impact. “We don’t just want to support, we also want to inspire,” says Robine. “It’s about making an impact on young talent and promoting shared values such as growth and development. We hope our example encourages other companies to also contribute to a fairer and more inclusive sports sector.”

The players of Excelsior are important role models in this regard. “Their strength and perseverance show that dreams can become reality. For young girls, the step becomes smaller: if they can do it, I can too.”

Diversity as a key to innovation

CARU demonstrates that diversity is more than a goal in itself. Remarkably, nearly 40% of the workforce now consists of women, without the need for quotas or targets. “We always look for talent, regardless of gender or background,” Robine explains. “That has resulted in a highly diverse team. Different perspectives lead to more ideas and innovative solutions, helping us better understand customers worldwide.”

Looking ahead, CARU aims to further strengthen diversity and development within its collaboration with Excelsior. “We want our partnership with Excelsior Women to continue contributing to sporting growth in the long term, as well as to personal development and social impact. It’s not just about performance on the pitch, but also about creating opportunities off the pitch,” says Robine.

A pink statement with global reach

CARU shared the bright pink Excelsior women’s shirt with employees and business relations worldwide. The shirt travelled from Rotterdam to Brazil, Dubai and the United States. “We received an overwhelming amount of positive feedback,” Robine shares. “It’s a true statement: bold, eye-catching and feminine at the same time.”

Magazine | Excelsior Rotterdam | October 2025