SBC News Voice of the Sports Betting Industry
Holland Casino will serve as the ‘responsible gambling partner’ of Dutch football’s Eredivisie and Keuken Kampioen leagues, undertaking its biggest social responsibility commitment to date.
The partnership was agreed with the Eredivisie and its principal broadcaster ESPN Netherlands and will focus on promoting Holland Casino’s responsible and controlled gambling messages to Dutch football audiences.
The Eredivisie will begin its 2021/2022 football season on 13 August, with Holland Casino set to launch its new marketing campaigns observing the laws of the Netherlands new KOA ACT regime that will legalise the Netherlands online gambling marketplace from 1 October onwards.
Erwin van Lambaart, CEO of Holland Casino, explained: “The investment in Dutch football is of great value to all parties. It gives Holland Casino an enormous reach to interest a wide audience in attractive games of chance with an exciting, new online dimension, where safe and responsible play is always paramount.
“By setting the bar high in this regard, we want to set an example in the Netherlands and the rest of Europe, in our casinos and from 1 October also in our online offer. That reliability is of great importance to the consumer.
“The value of the investment is also great, because it really supports all professional football clubs, spread across the Netherlands.”
Holland Casino will also work alongside ESPN to jointly develop new content for football-loving fans across the Netherlands.
“The Eredivisie has consciously opted for a Dutch party, Holland Casino, its betting partner brand’, said Jan de Jong, director of Eredivisie.
“A reliable party. With a good long-term vision. Moreover, the Eredivisie and Holland Casino share a rich, successful and beautiful history with each other. We are now going to add a new wonderful chapter of at least 4 years to that”
Van Lambaart added: “This partnership with Dutch football will help us in the coming years to gain a new impetus for the future. The plan is sound, realistic and sound. We are convinced that this will pay off on several fronts.
“On the one hand, the corona crisis has underlined that a digital channel is essential for the robustness of Holland Casino. It makes our company more future-proof.
“On the other hand, we have made a conscious decision with all parties to integrate the right balance between attractiveness and responsible play in the entire collaboration.”
