The Netherlands’ premier football league, Eredivisie, has announced a new partnership, selling its naming rights to VriendenLoterij, a Dutch lottery organization.
Starting with the 2025/26 season, the league will adopt the title VriendenLoterij Eredivisie, with this naming agreement effective until at least June 30, 2029.
Jan de Jong, who serves as the Director of Eredivisie CV — the body representing the 18 clubs in the league — expressed collective satisfaction among the clubs with this partnership. “All 18 clubs are delighted with this collaboration. It aids them in achieving their sporting aspirations, which is their primary focus by nature.”
He further elaborated, “Additionally, the clubs engage in numerous social initiatives that often go unnoticed. Having an ideal partner like VriendenLoterij enhances these efforts. For the Eredivisie CV, this represents a significant milestone and stands as one of the most impressive sponsorship deals in Netherlands’ history. We are committed to making this collaboration a triumph. The Friends Lottery Eredivisie is set to be much more than a mere name!”
VriendenLoterij functions as a social lottery, channeling support towards cultural and sports entities such as museums and sports clubs. Notably, at least 40% of their player deposits are donated to local charities.
The relationship between VriendenLoterij and the Eredivisie extends back to 2005, marking one of the longest partnerships in Dutch professional football. Their joint efforts have predominantly advanced social projects and youth sports development.
Lydi Siebers, Managing Director of VriendenLoterij, remarked, “We have been eager partners for two decades and are excited about future achievements. Enhancing this partnership with the most significant football league in the Netherlands is a remarkable opportunity for us.”
She added, “The VriendenLoterij and Eredivisie, alongside the 18 clubs, are committed to making a positive social impact daily. We aim for a healthier, more inclusive, and resilient society. This partnership significantly amplifies our visibility as a social ally to sports, both on a national and local level.”