Netherlands: VriendenLoterij (lottery) title sponsor of the Eredivisie for four seasons (2025-2029)

Dutch lottery VriendenLoterij has extended its partnership with the Eredivisie to become the title sponsor for the 2025-2029 cycle (four seasons), announced the Dutch league on 09/12/2024. The men's professional top flight will be known as the "VriendenLoterij Eredivisie".

The Eredivisie has not had a title sponsor since the end of the 2004-05 season, when its agreement with Holland, a Dutch foundation with a legal monopoly on casino gambling in the Netherlands, expired. The league's current main partner, telecommunications operator KPN, previously held the naming rights to the Eredivisie for the 1990-2002 cycle.

VriendenLoterij has been an official partner (2^nd level) of the Dutch league since 2005. The group has "charitable lottery" status in the Netherlands (i.e. it donates at least 40% of its revenue to social welfare and health organisations) and is not subject to the decree of 01/07/2023, which bans advertising by gambling operators in professional football from 01/07/2025.

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