SBC News Voice of the Sports Betting Industry
The Netherlands’ top flight football league, Eredivisie, has sold its naming rights to Dutch lottery partner VriendenLoterij.
Officially becoming the VriendenLoterij Eredivisie, the name change will occur at the start of the 2025/26 season and will continue until at least 30 June 2029.
Jan de Jong, Director of Eredivisie CV – the organisation that represents the interests of the 18 clubs in the Dutch football league, said: “All 18 clubs are very happy with this collaboration. It not only helps them achieve their sporting goals. Which of course is a top priority. To that end, they are in nature.
“But in addition, all clubs are very active with social projects, which unfortunately often remains underexposed, and of course you can’t have a better partner by your side than the VriendenLoterij.
“For the Eredivisie CV, this is a milestone in its existence, it is one of the most beautiful sponsor deals ever in the Netherlands. We will do everything we can to make this a joint success. The Friends Lottery Eredivisie is going to be much more than just a name!”
VriendenLoterij acts as a social lottery that supports organisations working in the culture and sports sectors, such as museums and sports clubs. A minimum of 40% of player deposits are used as a donation to local charities.
The lottery and Eredivisie have had a long-standing relationship since 2005 – marking one of the longest running partnerships in Dutch professional football. Their collaborative efforts have primarily focused on supporting social activities and developing youth opportunities in sports.
Lydi Siebers, Managing Director VriendenLoterij, added: “We have been enthusiastic partners for 20 years and we can’t wait to see what more we can achieve together. The strengthening of this partnership with the most important football league in the Netherlands is fantastic for us.
“The VriendenLoterij and the Eredivisie are working together with the 18 clubs to make 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.”
