The Eredivisie, the Netherlands’ top football league, has sold its naming rights to Dutch lottery organisation VriendenLoterij. Starting with the 2025/26 season, the league will officially be called the VriendenLoterij Eredivisie, with the partnership running until at least June 30, 2029.
Jan de Jong, Director of Eredivisie CV, which represents the league’s 18 clubs, expressed enthusiasm for the deal:
“All 18 clubs are thrilled with this partnership. It supports their sporting ambitions, which are, of course, the top priority. But beyond that, our clubs are deeply involved in social projects that often go unnoticed.
VriendenLoterij is the perfect partner to help highlight and enhance these efforts. This is a landmark sponsorship deal for us—one of the best in Dutch history. Together, we’ll ensure the Friends Lottery Eredivisie is much more than just a name.”
VriendenLoterij is a social lottery that donates at least 40% of player deposits to local charities in the culture and sports sectors, including museums and sports clubs. The lottery has collaborated with Eredivisie since 2005, forming one of the longest-running partnerships in Dutch football. Their joint efforts have focused on promoting social initiatives and creating opportunities for youth in sports.
Lydi Siebers, Managing Director of VriendenLoterij, highlighted the significance of the partnership:
“We’ve been enthusiastic partners for 20 years, and we’re excited to see what we can achieve together. Strengthening this collaboration with the Netherlands’ premier football league is fantastic for us. Alongside the 18 clubs, we’re committed to making a positive societal impact by promoting a healthier, more inclusive, and stronger community. This partnership reinforces our role as a social partner in sports, both nationally and locally.”