Holland Casino strikes four-year Eredivisie sponsorship
State-run betting and gaming operator to advertise online offering after renewing relationship for first time since 2005
The Netherlands’ state-run betting and gaming business, Holland Casino, has signed a major sponsorship deal with the country’s top-tier football league (Eredivisie).
The four-year agreement will also cover the second-tier Keuken Kampioen division and was signed in partnership with broadcast partner ESPN.
With the newly regulated Dutch market set to go live from 1 October, Holland Casino will promote its new online sports betting and casino games, as well as responsible gambling.
The operator previously sponsored the Eredivisie between 2002 and 2005.
Holland Casino director Erwin van Lambaart said: “The value of this collaboration is not only great for all parties directly involved, but also in the interest of the Dutch public and all professional football clubs.
“This partnership with Dutch football will help us in the coming years to gain a new impetus in the future.
“The plan is realistic and sound. We are convinced that this will pay off on several fronts,” he added.
The sponsorship will begin in time for the 2021-22 campaign, with both sides committing to work on a range of initiatives aimed at encouraging safer gambling across the country.
Eredivisie CV director Jan de Jong said: “The Eredivisie has consciously chosen a Dutch party in Holland Casino, an A-list brand.
“Moreover, the Eredivisie and Holland Casino share a rich, successful and beautiful history with each other.”
Holland Casino did not disclose the cost of the sponsorship deal.
In May, Dutch Gambling Authority (KSA) chair René Jansen called on prospective licensed operators to find a “good balance” in marketing to Dutch players when the market launches.
Prospective Dutch operators will be subject to several marketing restrictions, most notably an advertising blackout period between 6am and 9pm across games of chance on TV and radio.