Eredivisie Announces Historic Naming Rights Partnership with VriendenLoterij
The Eredivisie, the Netherlands’ premier football league, has announced a landmark sponsorship agreement with its long-standing partner, VriendenLoterij. The collaboration will see the league renamed as the VriendenLoterij Eredivisie starting from the 2025/26 season, marking a historic milestone for both organizations.
A New Era for Dutch Football
The naming rights agreement will extend until at least 30 June 2029, solidifying the partnership between the Eredivisie and VriendenLoterij. Jan de Jong, Director of Eredivisie CV, highlighted the significance of this deal:
“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, but also supports the vital social projects they are involved in.”
De Jong emphasized the broader societal benefits of the partnership, describing it as “one of the most beautiful sponsor deals ever in the Netherlands.”
He added, “The Friends Lottery Eredivisie is going to be much more than just a name!”
VriendenLoterij’s Managing Director, Lydi Siebers, shared her enthusiasm: “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.”
Supporting Communities Through Sports
VriendenLoterij is a social lottery that allocates a minimum of 40% of player deposits to cultural and sports organizations, such as museums and local clubs. Its long-standing relationship with the Eredivisie, dating back to 2005, has focused on supporting social initiatives and developing youth opportunities in sports.
The new agreement aims to amplify this impact. As Siebers stated, “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.”
