A Strategic Partnership Between Lottery and Football to Drive Community and Sport
Eurojackpot, operated by the Nederlandse Loterij, has inked a landmark five-year sponsorship agreement with Dutch football club FC Twente, encompassing both the men’s and women’s teams. The deal, effective from the 2024/25 season, will see the Eurojackpot logo prominently displayed on the left sleeve of FC Twente’s home and away shirts through to 2030. This long-term partnership reflects the growing synergy between national lotteries and professional sports in the Netherlands, both as a source of revenue and a community development platform.
Lottery and Football: A Deep-Rooted Dutch Tradition
Nederlandse Loterij, the umbrella organization for several Dutch games of chance, including Eurojackpot, has a longstanding relationship with Dutch sport. A significant portion of the lottery’s annual profits are earmarked for supporting grassroots sports, local initiatives, and national athletic organizations. Historically, football clubs like FC Twente have benefited from this model, making the partnership a natural continuation of shared values around performance, health, and public engagement.
Michael Kastelijns, Managing Director Lotteries at Nederlandse Loterij, highlighted the synergy, stating:
“FC Twente is going for the prizes with a winning team… That fits perfectly with Eurojackpot: the lottery for real winners, with the highest main prize in the Netherlands.”
Confidence in the Future: Branding Stability Through 2030
The length of the agreement—a full five years- signals Eurojackpot’s long-term strategic investment in FC Twente. For the club, it ensures financial stability, brand alignment, and community support at a time when many teams face increasing scrutiny over gambling sponsorships.
Marco Behrens, FC Twente’s Manager of Commercial Affairs, acknowledged the depth of the relationship:
“We are proud to continue the collaboration… The duration of the partnership also shows that Eurojackpot stands behind the club and has a lot of confidence in the future.”
Context: European Trends and Responsible Sponsorships
The partnership also arrives amid shifting attitudes toward gambling sponsorships across Europe. For instance, the English Premier League will phase out front-of-shirt gambling sponsors starting from the 2026/27 season. The Nederlandse Loterij, however, operates under strict regulatory oversight, with a strong commitment to responsible gambling and public benefit, a contrast to many private-sector gambling sponsors.
Additionally, Eurojackpot’s integration into the Eredivisie via FC Twente reinforces the lottery’s public image as a benefactor of sport rather than a commercial gambling operator, helping it maintain positive associations with fitness, wellness, and community development.
Conclusion: A Win-Win for Sport and Society
The partnership between Eurojackpot and FC Twente represents more than just a branding exercise; it is an alignment of two institutions deeply embedded in Dutch life. With shared commitments to excellence, community upliftment, and sustainable sport, this collaboration is poised to yield mutual benefits both on and off the pitch. As the sponsorship continues through 2030, it may serve as a model for how regulated lottery operators can responsibly engage with professional sport while promoting broader societal goals.
