Dutch Lottery sponsors quartet of women’s football teams

Toto, the Dutch state-owned Nederlandse Loterij’s sportsbook brand, has announced new sponsorship deals with four teams in the Women’s Eredivisie, the Netherlands’ highest level women’s football league.

PSV, ADO Den Haag, sc Heerenveen and FC Twente has each signed a three year sponsorship agreement with the operator, covering their women's teams.

The brand is already a long-term partner of the KNVB Beker, the Netherlands’ main domestic cup competition, and has already struck sponsorship deals with ten teams in the men's Eredivisie, including those four clubs' men's teams.

Arno de Jong, chief marketing officer for Toto, described the four partnerships as “a logical step” for the business.

“Women's football is undergoing a major development,” de Jong said. “This also applies to the Women's Eredivisie.”

“With the sponsorship of four football clubs from the Women's Eredivisie, namely sc Heerenveen, ADO Den Haag, FC Twente and PSV, we are supporting [the sport's] great ambitions. And we are deepening our cooperation with these clubs.”

Toto owner Nederlandse Loterij also supports NOC*NSF, the organisation which promotes sport in the Netherlands, benefitting its 76 affiliated national sports associations. It also supports a large number of charitable causes and contributes to the Dutch Ministry of Finance’s national budget.

In August this year, the operator completed the integration of industry giant Scientific Games’ sportsbook technology, in an expansion of a partnership announced in October last year.

In April, Nederlandse Loterij announced an increase in turnover of 12% for 2019, with its contribution to sporting federations, charities and the public purse rising to €173.1m (£152.0m/$187.5m) for the year, out of a total turnover of €1.31bn.