Netherlands

Football

Feyenoord is to have a new shirt sponsor from the 2024-25 season, with a lucrative agreement with German electronics retailer Mediamarkt thought to be in place.
Football

Ajax has announced an eight-year extension of its kit supplier agreement with Ajax, making it the longest-running sponsorship deal in Dutch football to date.
Cycling

UCI WorldTour cycling outfit Team dsm-firmenich will take on a new identity for the second time this year, with Dutch logistics company PostNL signing on as a co-title partner.
Road Cycling

The future of Team Jumbo-Visma, the top professional cycling team from the Netherlands, looks to have been secured with Pon Holdings, a Dutch conglomerate in the transportation sector, stepping into replace…
Motorsport

McLaren Racing is resisting calls from Dutch health organisations to remove branding of tobacco-free nicotine specialist Velo from its car for the upcoming Dutch Grand Prix
Football

UK sports technology and marketing company Eleven Sports Media has entered mainland Europe for the first time through a new deal with Dutch Eredivisie club PSV Eindhoven
Multiple Sports

Sports, music, and entertainment agency Wasserman has appointed Wim Mathues as senior vice-president of brands and properties in Belgium and the Netherlands as it continues its growth strategy in Europe.
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…