In cooperation with advertising agency The Communication Company the new image for Jumping Amsterdam 2011 has been designed. In this visual show jumping rider Jeroen Dubbeldam rides a carrousel horse in front of the Rijksmuseum in Amsterdam. The three components of Jumping Amsterdam, top sport, entertainment and Amsterdam are incorporated in the image.

Dubbeldam has been connected to Jumping Amsterdam for years. With various top show jumpers he entered the Amsterdam RAI arena and the event has been counting on the Olympic champion as an ambassador as well. In 2006 Dubbeldam posed on the Dam surrounded by the pigeons for a fotoshoot and he navigated on a boat through the famous Amsterdam canals. This year he was asked to travel to the Vrijthof in downtown Maastricht: the location of the fair where the carrousel was located. Previous to the opening of the fair, Dubbeldam posed for two hours while he was ‘riding’ the wooden horse.