Netherlands
Amsterdam’s Ziggo Dome extends naming-rights deal until 2032
Dutch telecoms operator Ziggo has renewed its naming-rights sponsorship of the multi-purpose Ziggo Dome arena in Amsterdam
KNVB targets bigger crowds for women’s game through Azerion title sponsorship
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…
Unibet sponsors Ajax as operators take advantage of new market regulations
Kindred Group and its flagship online betting brand Unibet has signed a new sponsorship agreement with Dutch Eredivisie champions AFC Ajax
Kansino replaces AFAS Software as AZ’s main shirt sponsor
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
Ziggo expands Ajax sponsorship to include GigaNet back-of-shirt branding
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
Rusvelo stops racing as title sponsor hunt fails; Gorillas signs with Team Jumbo-Visma
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
KNVB extends with main sponsor ING until 2028
Financial services corporation ING has extended its main sponsorship agreement with the Royal Dutch Football Association (KNVB) until 2028
Viaplay signs Verstappen content deal ahead of Dutch launch
Viaplay, the subscription streaming service of Nordic Entertainment (Nent) Group, has agreed a multi-year endorsement and content deal with reigning Formula 1 world drivers’ champion, Max Verstappen.
Eredivisie’s NEC Nijmegen adds GGPoker as sleeve sponsor
Dutch football club NEC Nijmegen has agreed a sleeve sponsorship deal with online poker platform GGPoker
Ziggo activates option to extend Ajax shirt sponsorship
Dutch telco Ziggo has activated an option for a two-year extension as the main sponsor of Eredivisie football club Ajax
AFAS to part ways with AZ Alkmaar, EuroParcs extends at Feyenoord
Dutch Eredivisie club AZ Alkmaar is set to part ways with software company AFAS, the team’s main sponsor for the last 12 years.
Two Circles appointed by Eredivisie to drive d2c growth
Data-driven sports marketing agency Two Circles has been appointed by the Eredivisie to help Dutch football’s top division to develop its direct-to-consumer relationships.
Het Mooiste Shirt Van Nederland/Most Beautiful Shirt in the Netherlands – DPG Media & the Royal Dutch Football Association
In May and June 2021, KNVB media partner DPG Media drove excitement ahead of the delayed Euro 2020 with a fan vote to find the most popular Dutch national team shirt of all time.
All I Want for Christmas – Energiedirect.nl & PSV
In December 2020, Covid-19 prevented Dutch football fans from watching their teams in-person, so PSV sponsor energiedirect.nl pivoted to a virtual strategy to launch its annual club Christmas sweater.
KPN extends main Eredivisie sponsorship as P&G signs up at supplier level
Dutch telecoms operator KPN has extended its main sponsorship of the country’s top-flight Eredivisie football league.
Holland Casino returns as Eredivisie sponsor after 16 years
The flagship division of Dutch football, the Eredivisie has signed Holland Casino as a sponsor
Coca-Cola agrees multi-brand sponsorship with Ajax
Coca-Cola European Partners has signed an ‘Official Partner’ deal with Dutch Eredivisie champions AFC Ajax for the next three seasons.
LaLiga, Eredivisie agree licensing deals with mobile game developer FTG
LaLiga and the Eredivisie, the governing bodies for the top divisions of Spanish and Dutch club football, have agreed licensing deals with First Touch Games (FTG), the developer of mobile football game…