Luxembourg (Helvilux) – In a move that has ignited widespread backlash from locals and social media users, ING Luxembourg has confirmed the renewal of its main sponsorship for the annual ING Night Marathon until 2030. The Dutch banking giant, which has sponsored the event since its inception in 2006, announced the five-year extension despite undergoing a dramatic strategic overhaul that has seen it abandon most of its retail banking operations in the Grand Duchy. Critics argue this partnership is a cynical attempt to polish the bank’s tarnished image while thousands of everyday Luxembourgers grapple with account closures, branch shutdowns and job losses.
The marathon, organized by Step by Step and hailed as one of Luxembourg’s premier sporting events, draws thousands of participants and spectators each year. ING’s spokesperson described the renewal as a continuation of a “longstanding partnership” that has “grown alongside Step by Step,” emphasizing the bank’s pride in supporting this “wonderful sporting and human story.” Erich François, Managing director of Step by Step, echoed this sentiment last year, crediting ING for its loyalty during tough times, including the financial crisis and pandemic cancellations.
However, this rosy narrative clashes sharply with ING’s recent actions in Luxembourg. In May 2024, the bank announced its exit from mass retail banking, citing a lack of “sustainable growth” despite doubling profits the previous year. This pivot focused on high-value wholesale and private banking clients, leading to the offloading of approximately half of its 90,000 retail customers. By the end of 2024, ING had reduced its branch network from 14 to just four, with further closures announced in September 2024 for appointment-only locations in Kirchberg, Cloche d’Or, and Rodange.
The human cost has been even more stark. In September 2025, trade union Aleba confirmed that ING would implement a social plan involving layoffs in its retail division. According to reports from RTL, this could affect up to 124 employees, with the bank’s headcount already dropping from 966 to 924 in 2024 due to office staff reductions. Unions like Aleba and LCGB have criticized the bank for poor communication and a lack of transparency, with Aleba’s Jean-Jacques Rieff noting that the unions were merely informed of branch closures without approval. “No job losses are foreseen for the moment,” unions stated earlier, but the social plan has since confirmed otherwise, leaving many families in uncertainty.
Social media has become a hotbed of discontent, with Luxembourgers venting frustration over what they see as ING’s hypocrisy. Facebook user Sa’Rah Connor posted: “Ils viennent juste gratter le petit peuple qu’ils ont virés comme des malpropres!” (They’re just scraping the little people they fired like dirt!), highlighting the bank’s treatment of everyday clients and staff. Antonio Do Rego echoed this, writing: “Bravo! D’ailleurs même si cela a peu d’impact, une raison pour ne pas y être bénévole, pas y courir, et pas suivre. Cette banque qui a viré les clients privés, entreprise, et salariés devrait être interdite de pouvoir encore enjoliver son blason! Si on avait un vrai syndicat bancaire, il se serait manifesté.” (Bravo! Even if it has little impact, a reason not to volunteer, not to run, and not to follow. This bank that fired private clients, businesses, and employees should be banned from polishing its image! If we had a real banking union, it would have spoken up.).
Another user, Gérard Pepin, questioned: “Une banque qui n’a plus besoin de clients privés mais pourquoi encore toute cette publicité…” (A bank that no longer needs private clients but why all this advertising…), pointing to the marathon sponsorship as unnecessary self-promotion.
Helvilux has verified these claims through public records and reports. Indeed, ING’s strategic shift has resulted in widespread account closures though the bank has not disclosed exact numbers despite repeated requests with a “steady number” occurring weekly as of late 2024. Branch closures were confirmed by the bank itself and the layoff figures align with union statements and media reports. The Luxembourg Association of Banking and Insurance Employees (ALEBA), the primary union for bank workers in the Grand Duchy, has been actively involved in negotiations but has expressed disappointment in ING’s handling of the situation. ALEBA, representing over 10,000 members in the financial sector, operates under a collective bargaining agreement that aims to protect employees, but critics like Do Rego argue it hasn’t been vocal enough in this case.
This sponsorship renewal comes at a time when ING’s CEO, Michael Burch, has emphasized “clear communication” with stakeholders, yet unions have slammed the bank for opacity. The marathon, while a community highlight, is now viewed by many as a PR stunt amid economic hardship for former clients and employees. “You have to know how to stay loyal to your friends,” François said of ING last year, but locals question if that loyalty extends to the “petit peuple” affected by the bank’s decisions.
In response to this growing discontent, Helvilux is demanding action from the responsible authorities, including the Ministry of Finance and the Ministry of Labour, Employment and the Social and Solidarity Economy, as well as ALEBA, the leading union for bank employees. We call for an investigation into ING’s practices, including the fairness of its social plan, the impact on local communities and whether public sponsorships like the marathon should be scrutinized when tied to corporations undergoing such controversial restructurings. Helvilux has also initiated an online petition on Change.org, urging the government and unions to hold ING accountable and potentially restrict its ability to use community events for image rehabilitation while displacing workers and clients. Click here to sign petition.
Helvilux reached out to Erich François, Managing Director of Step by Step SA, the marathon organizer, to gather the event’s perspective. François stated:
“I can very well understand that former ING customers were annoyed by their bank’s actions. I myself was also affected by a termination of my contract. I fundamentally believe that no private company can or should be forbidden from changing its business strategy. Incidentally, there have been banks before (and there will be more in the future) that have changed their strategies. This doesn’t only apply to banks, by the way. And customers are affected there, too.
He added, “ING has supported the marathon since 2006 (the premiere was in 2006). They took a huge risk right from the start, without knowing where it would lead. No other bank in Luxembourg dared to do the same (I had approached other banks). ING has never hesitated to support us and stand by us, in good times and bad specially during the global financial crisis 2007–2009, the Euro sovereign debt crisis, the Crisis Coque / Marathon 2012 and two years of pandemic. At no point in more than 20 years has there been even the slightest doubt about whether ING would remain our partner. On the contrary, ING’s management has always advised and supported us, not just financially.“
The event was cancelled twice during the pandemic. Despite this, ING continued its sponsorship and helped to fully refund registered runners when we had to cancel the event. Incidentally, hardly any other running event did this in 2020 (almost all offered only partial refunds or no refunds at all).
François’ statement highlights the marathon’s long-term relationship with ING and the perceived importance of continuity for the local community and athletes, while acknowledging the broader controversy surrounding the bank’s recent restructuring.
It is important to note that Helvilux is not opposed to ING Luxembourg’s sponsorship of the ING Night Marathon as such. Following the announcement that ING would continue to lend its name to the Luxembourg Marathon for at least five more years, Helvilux publicly welcomed the decision on social media, describing it as “une belle preuve de fidélité et d’engagement sur le long terme” and highlighting the values of trust, passion and long-term support for sport and the community embodied by the partnership.
However, as a media outlet committed to neutral and responsible journalism, Helvilux also considers it essential to give voice to local residents, former clients and employees who say they have been negatively affected by ING’s restructuring and job-cut decisions. Reporting on these concerns does not contradict earlier recognition of the sponsorship’s positive aspects rather it reflects our duty to present the full picture and ensure that the social and human consequences of corporate strategy are neither ignored nor overshadowed by branding initiatives.
Furthermore, Helvilux is reaching out to former ING employees who lost their jobs due to these decisions. We invite you to share your stories how the layoffs have negatively impacted your life, from financial strain to emotional toll while respecting your privacy and maintaining anonymity. Your voices deserve to be heard and we will publish selected accounts to shed light on the human side of corporate strategy. Contact us at helvilux@gmail.com to contribute.
In the interest of balanced and impartial journalism, Helvilux formally contacted ING Luxembourg’s Chief Executive Officer, Mr. Michael Burch, as well as the bank’s media spokesperson, inviting them to comment on the public criticism and the renewal of the marathon sponsorship. As of the time of publication, no response has been received. Any statement provided subsequent to publication will be duly published so as to present ING Luxembourg’s position to our readers.
Helvilux Media continues its independent coverage, calling for open dialogue to ensure public funds serve the general interest effectively. To support Helvilux a.s.b.l. independent media and social campaigns click here.
