Telecommunications company KPN has signed up as an official partner of the Eredivisie, the top division of football in the Netherlands.
The length of the deal, which will begin with the 2014-15 season, was not disclosed.
KPN said that it would offer its customers benefits as a result of the partnership, but did not disclose further details.
Supermarket chain Plus and fast food chain Burger King are also Eredivisie partners.
The new Eredivisie season will kick off on Friday, August 9.