Women’s Eredivisie increases coverage with Toto partnership 


The Dutch Lottery body Nederlandse Loterij has revealed that its subsidiary sports betting brand Toto is now a principal partner of the Azerion Women’s Eredivisie

This follows a series of sponsorship activations for Toto in Dutch women’s football, boasting a vast deals portfolio with PSV, ADO Den Haag, Heerenveen and FC Twente as partners. 

Additionally, the announcement comes at a strategic time for the Women’s Eredivisie, as the professional football league enters the 2023/24 season with the key support of broadcaster ESPN which will show double the number of live matches on the Azerion platform.

ESPN will broadcast a live game on Saturdays at 2pm, which will be shown on free-to-air programming through the Toto sponsorship. 

Toto has further expressed its commitment to working closely with Azerion and also the Royal Dutch Football Association (KNVB) to deliver on all stakeholder expectations for the new Women’s Eredivisie season. 

Joost Zuure, Head of Sponsorship at Nederlandse Loterij, commented: “As the biggest supporter of sport, Nederlandse Loterij wants everyone to play sports and move. We contribute to this every year by passing on a large part of our proceeds to sport.

“Moreover, we explicitly support women’s soccer. Also with our game TOTO, as sponsor of four Women’s Eredivisie clubs and as of this season as proud partner of the Azerion Women’s Eredivisie. More exposure makes the Azerion Women’s Eredivisie the inspiration for every soccer player.”

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