TOTO elevates support of women’s football with four sponsorships

TOTO, the Netherlands lottery sportsbook brand, has secured a sponsorship agreement with four football clubs in the Women’s Eredivisie.

PSV, ADO Den Haag, sc Heerenveen and FC Twente have all signed a three-year agreement with the sportsbook brand. This latest agreement, according to TOTO, elevates the brand’s support for Dutch football.

Commenting on the new partnership, Arno de Jong, Chief Marketing Officer at TOTO, explained: “For TOTO the four partnerships are a logical step. Women’s football is undergoing a major development. This also applies to the Women’s Eredivisie. The ambitions are great.

“With the sponsorship of four football clubs from the Women’s Eredivisie, namely sc Heerenveen, ADO Den Haag, FC Twente and PSV, we are contributing to the great ambitions. And we are deepening the cooperation with the relevant clubs.”

Earlier this year, TOTO undertook a spree of football partnerships, as the Dutch Eredivisie prepares for its October restart following the cancellation of season 2019/2020.

Under lockdown, TOTO secured nine Eredivisie partnerships – becoming the official sleeve sponsor of Feyenoord, Sparta Rotterdam, Willem II, FC Utrecht, FC Groningen, ADO Den Haag, FC Twente and RKC Waalwijk.

At the time, Dutch news sources reported that Nederlandse Loterij will pay between €200,000-to-€300,000 for individual club sleeve sponsorships, offering financial relief for Eredivisie teams.