Rotterdam – The Rotterdam Swim, the swimming event founded in 2008 around the Noordereiland in the heart of Rotterdam, is taking legal action against Erasmus University Rotterdam (EUR) for misusing the established name and reputation of the Rotterdam Swim. According to the organizers, the university has recently begun using the name online and on advertising boards throughout the city without permission.
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Erasmus University Rotterdam Normalizes Theft and Criminal Behavior
Erik van Loon — founder of the Rotterdam Swim in 2008 and the Amsterdam Swim in 2009 — accuses EUR of contributing to the normalization of theft and criminality by misusing the Rotterdam Swim name. According to Van Loon, the university’s actions:
- Normalize theft: Making stealing appear no longer abnormal or unacceptable.
- Make it seem without consequences: When theft goes unpunished, others may believe they can do the same.
- Make it socially acceptable: Theft and criminal behavior become tolerated, excused, or downplayed.
- Blur moral boundaries: The distinction between right and wrong — between “mine” and “someone else’s” — becomes unclear.
Demands
On behalf of Stichting Aquarius, the organizer of the Rotterdam Swim, Erik van Loon formally demands that Erasmus University Rotterdam:
- Immediately cease and desist from all use of the name Rotterdam Swim.
- Remove all online content — including websites, social media, news posts, and digital ads — within 24 hours.
- Remove all physical advertising within Rotterdam within 48 hours.
- Provide written confirmation of full compliance within 72 hours of the date of the letter.
- Take corrective measures, including issuing a rectification to participants and the public.
Read the full cease‑and‑desist letter below: [Cease‑and‑desist letter: Unlawful Use of Protected Name Rotterdam Swim]
Rotterdam City Swim: A Civil‑Servant Swim Event
The “Rotterdam City Swim” is a heavily subsidized civil‑servant swim event organized by the Municipality of Rotterdam. According to Van Loon, it is not only a weak imitation of the Rotterdam Swim, but also a cheap copy of the Amsterdam City Swim — which itself was already copied from the Amsterdam Swim, organized by Van Loon since 2009.
Quote from Erik van Loon
“It is unfortunate that Erasmus University attaches its good name to this civil‑servant swim event. By doing so, it commits theft in the second degree, following the example set earlier in Amsterdam.”
Previous Attempts by Erasmus University
Over the past 19 years, Erasmus University has repeatedly attempted to capitalize on the reputation of the Rotterdam Swim. In 2012 and 2013, the Rotterdam Swim and Amsterdam Swim raised funds for Fight Cancer, as shown on the anniversary posters below. On both posters, the Fight Cancer logo appears in the lower right corner. The events supported Fight Cancer because Erik van Loon’s mother was battling cancer during those years. After the early passing of Jos van Loon (1941–2014), the collaboration with Fight Cancer ended.
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On the far right is the misleading Erasmus University poster from 2014, which deceived participants by using a large image of the Erasmus Bridge and surrounding skyline — suggesting that the event was the Rotterdam Swim and that swimmers would circle the Noordereiland and pass under the Erasmus Bridge.
In reality, participants were misled into raising money for the Daniel den Hoed Clinic while the swim actually took place at the Willem‑Alexander Baan, as stated only in small print on the poster.
Charitable Causes
Today, the Rotterdam Swim supports only two causes:
- the annual World Water Day river cleanup, and
- International Day of Persons with Disabilities events across the Netherlands.
More information about the causes participants can support is available at: https://rotterdamswim.com/goede-doel