The Dutch Eredivisie has partnered with the VriendenLoterij, a health-focused Dutch lottery company, in a social and sponsorship arrangement.
The agreement will see the top-flight football league renamed the VriendenLoterij Eredivisie at the start of the 2025/’26 season, with the lottery becoming the social and title partner of the competition.
VriendenLoterij will hold title sponsorship of the competition until 30 June 2029. The arrangement builds on a pre-existing collaboration between the two which began in 2005.
Lydi Siebers, Managing Director of the VriendenLoterij, said: “We have been enthusiastic partners for 20 years and we can’t wait to see what else we can achieve together. The strengthening of this partnership with the most important football competition in the Netherlands is fantastic for us.
“The VriendenLoterij and the Eredivisie, together with the 18 clubs, are committed to making a positive impact on society every day by working towards a healthier, more inclusive and stronger society. In this way, we as a lottery are even more visible as a social partner of the sport, both nationally and locally.”
The Netherlands has strict rules around betting and gaming promotion in sports, with direct sponsorships of sports leagues prohibited under rules which came into effect in July 2023.
Sponsorships of individual sports teams by betting companies are due to be banned in the New Year as part of these regulations. Similar rules are coming into effect in neighbouring Belgium.
Lotteries like the VriendenLoterij are excluded from these regulations in both countries, however, due to lottery products being seen as having less potential for addiction and for fulfilling a social purpose.
Jan de Jong, director of Eredivisie CV, stated: “All 18 clubs are very happy with this collaboration. It not only helps them achieve their sporting goals. Which is of course a top priority. That is what they are there for.
“But in addition, all clubs are very active in social projects, which unfortunately often remains underexposed, and of course, you cannot have a better partner at your side than the VriendenLoterij.
“For the Eredivisie CV, this is a milestone in its existence, it concerns one of the most beautiful sponsorship deals ever in the Netherlands. We will do everything we can to make this a joint success. The VriendenLoterij Eredivisie will be much more than just a name.”
