Netherlands

Multiple Sports

Jumbo, the Dutch supermarket chain, is to exit the sports sponsorship market when its current deals end next year, the group's new chief executive has announced
Football

Eredivisie club Vitesse Arnhem has agreed a new shirt sponsorship deal with BetCity, despite an impending online gambling sponsorship ban being introduced by the Dutch government
Football

Online gambling sponsorships of Dutch sports organisations are set to be phased out following the government’s planned ban on 'untargeted advertising' from the start of July this year.
Football

In May 2022 AFC Ajax Amsterdam and Sandals Resorts International (SRI) teamed up to support the local community and inspire future generations on the Caribbean island of Curaçao through a school-based …
Football

Official beer brand Budweiser leveraged its AFC Ajax partnership and celebrated the club’s 35th league title victory in May 2021 by teaming up with local singer Sophie Straat and artist Tim Rodermans t…
Football

Dutch Eredivisie club Feyenoord Rotterdam has become the latest European football club to sign up performance sportswear brand Castore as its new kit supplier

Bringing to life the brand’s ‘Do What You Can’t’ umbrella marketing platform through its Dutch Olympic Team sponsorship, Samsung ‘Fast Frame’ utilised the brand’s technology products, data collection ab…
Football
Telecoms

Mark Versteegen, head of corporate sponsorships at Dutch telecoms company KPN, explains why the company decided to stop sponsoring speed skating and focus on football, and how it is incentivising amateur clubs to sell its fibre broadband
Football

Dutch banking group ABN Amro has extended its sponsorship of Ajax Women until at least 2025. The previous contract, signed in 2019, was scheduled to expire at the end of the current 2022-23 season
Football

Viaplay Group, the subscription streaming operator, has announced a multi-year endorsement and content agreement with Manchester City and Norway national team striker Erling Haaland
Football

AFC Ajax Amsterdam has extended and expanded its sponsorship contract with coffee brand Lavazza, which has been an official supplier since 2017 and now becomes an official sponsor until the end of the…
Multiple Sports

Dutch telecoms operator Ziggo has renewed its naming-rights sponsorship of the multi-purpose Ziggo Dome arena in Amsterdam
Football

The Dutch Football Association (KNVB) has agreed a three-season deal which makes digital entertainment and media platform Azerion the new title sponsor of the Vrouwen Eredivisie, the top tier of the domestic…
Football

Kindred Group and its flagship online betting brand Unibet has signed a new sponsorship agreement with Dutch Eredivisie champions AFC Ajax
Football

Online casino brand Kansino has signed as the new main shirt sponsor of Dutch EredivisIe club AZ Alkmaar for the next four seasons from 2022-23 to 2025-26
Football

Dutch telecom provider Ziggo has expanded its main sponsor agreement with Eredivisie club Ajax to include its GigaNet fibre-optic cable network as the back-of-shirt sponsor
Road Cycling

The Russian ProTour cycling team formerly known as Gazprom-Rusvelo missed its March 27 deadline to find a new title sponsor and has formally suspended its professional competitive activities