The BUKO Cup Combines Traffic Safety with Social Impact

We connect customers, awareness, and traffic safety—both on and off the job site.

Traffic safety doesn’t stop at the work zone. Based on this conviction, BUKO—a specialist in temporary traffic measures—is increasingly seeking to connect safety on projects, public awareness, and collaboration within the sector. A recent example of this is the BUKO Cup: a soccer tournament for clients and business partners, linked to a partnership with a charity. This year, that charity is Veilig Verkeer Nederland.

Pioneer

“It may seem like a sports-themed customer event, but there’s a clear underlying purpose,” says Menno Bicker, Northwest Regional Director at BUKO. “Safety is always our top priority. And that goes beyond just our projects.”

According to Menno, that broader role is also part of BUKO’s market leadership. “We feel a responsibility to take the lead on these kinds of issues—not only toward our own employees, but also toward customers, road users, and society.”

More Than Just a Fundraising Campaign

The partnership with Veilig Verkeer Nederland (VVN) arose from the desire to use the BUKO Cup to make a real social impact. “Thanks to the fantastic proceeds—€53,500—from the BUKO Cup, we can develop new visuals and promotional activities for the ‘Our Schools Are Back in Session’ campaign ahead of the start of the new school year. It’s a campaign everyone knows, but for which there’s hardly any budget available. After all, VVN doesn’t receive any subsidies either,” Menno explains.

BUKO and Veilig Verkeer Nederland share a mission to guide all road users safely through traffic, and that aligns directly with BUKO’s day-to-day work. “Our people work along the roads every day and face risks in the process. That’s why we believe it’s important to continue raising awareness about safe behavior on the road, even outside of our projects.”

Awareness in the industry

According to Menno, road safety ultimately comes down to raising awareness. “Everyone thinks safety is important—until time constraints or money come into play. That’s when tensions arise.” That is precisely why BUKO actively seeks to engage in dialogue with customers and business partners. “The world is becoming harsher, and we definitely want to offer a counterpoint to that,” he says.

This vision aligns with the BUKO Way of Working, which centers on safety, collaboration, and development. In the updated customer satisfaction survey, BUKO is also explicitly looking ahead. “We don’t just want to know how customers think we performed yesterday, but above all what they’ll need from us tomorrow. That means proactively looking ahead, with safety always being the top priority—no compromises.” Menno notes that many large corporations are already setting a good example in this regard. However, he still sees challenges within the cable and pipeline market. “There’s a lot of pressure and urgency surrounding projects there. That’s precisely when it’s important that safety continues to receive the attention it deserves.”