Sander Kruis’ story reads like a boy’s adventure book. From being a club kid, he made it to professional football at RBC, and at cycling team Visma Lease a Bike, he climbed from intern to commercial director. Now, he hopes to pull off the same feat in Formula 1.
Sander Kruis (32) holds his own. For his age, he has already built an impressive curriculum vitae within the large sports stronghold. “Sometimes a joke is made, like: ‘Hey, little director’. That’s part of it too,” laughs Kruis, who then gets straight to the point. With determination, he tells Sauber, with only four points the undisputed backmarker in last season’s constructors’ championship, he wants to elevate to a higher level. “I am driven, performance-oriented, and the team can expect me to passionately work to ensure that we can take the next step,” he promises.
Since March 3, Kruis has been working at the Swiss Formula 1 team, which will be owned by Audi next year. Kruis is the Head of Partnerships Acquisition there. “I saw on LinkedIn that Audi was recruiting a lot of people for their Formula 1 project. So I took the plunge and sent a message. One thing led to another, and after a series of conversations with CCO Stefano Battiston, we reached an agreement just before Christmas,” Kruis explains. “Where I was responsible for all commercial matters at the cycling team, under Battiston’s wings here, I am solely responsible for connecting partners to the team.”
Champions League
It’s a thoughtful choice in Kruis’ already remarkable career. “To be clear: working at Visma Lease a Bike was a dream job, and I could have stayed there for another ten years. But years ago, I said that my next step would be to Formula 1. In my opinion, that sport is twenty years ahead of cycling and is the Champions League of the commercial sports world.”
Kruis’s Grand Prix Attendance and Sponsorship Strategy
Kruis is set to attend seven Grand Prix events this year, having already completed the one in China. The remaining events on his schedule include Miami, Monaco, the home race in Zandvoort, Singapore, São Paulo, and Las Vegas. “I will be meeting with existing and potential sponsors at these events. I haven’t been given any specific targets, but we are brimming with ambition,” assures Kruis. “I don’t see myself as a cold caller constantly on the phone, but as someone who can strategically think about which brands align with Audi and then convince them to get on board.”
Audi’s Entry into Formula 1
Indeed, Audi. The German car manufacturer is set to make its entry into Formula 1 in 2026 by taking over the Swiss racing team, Sauber, in its entirety. With this change on the horizon, Kruis exudes confidence. “Audi is an iconic brand,” he states. “Moreover, it has the backing of the Volkswagen Group, one of the largest car brands in the world. I see enormous potential in connecting both high-end luxury brands and mainstream companies to the Formula 1 team.”
Interview with Dylan van Baarle, the 2023 Dutch Road Cycling Champion
Sander Kruis had a meeting with Dylan van Baarle, who became the Dutch Road Cycling Champion in 2023.
Sander Kruis in His Natural Environment
Here we see Sander Kruis in his natural habitat.
Exploring Sander Kruis’s Journey
Are you curious about the extraordinary journey that Sander Kruis has taken to get where he is today, the significant changes this step has brought about, and what his ultimate dream is?
