Dutch Eredivisie forms responsible betting partnership with Holland Casino
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The Netherlands top two football leagues, the Eredivisie and Keuken Kampioen Divisie, have partnered with Holland Casino, with the latter serving as the leagues’ ‘responsible gambling partner’.
Agreed with both the Eredivisie and ESPN Netherlands – the principal broadcasting partner of the Netherlands’ top-flight – the deal will see the partners promote Holland Casino’s responsible and controlled gambling messages to Dutch football audiences.
“The Eredivisie has consciously opted for a Dutch party, Holland Casino, its betting partner brand’, said Jan de Jong, Director of Eredivisie. “A reliable party. With a good long-term vision. Moreover, the Eredivisie and Holland Casino share a rich, successful and beautiful history with each other. We are now going to add a new wonderful chapter of at least four years to that.”
Holland Casino’s new marketing campaigns under the rules of the Netherlands’ new KOA ACT regime that will legalise the Dutch online gambling marketplace from 1 October onwards.
Meanwhile, the Eredivisie will begin its 2021/22 football season on 13 August, and the season will see Holland Casino work alongside ESPN to jointly develop new content for football enthusiasts across the Netherlands.
Erwin van Lambaart, CEO of Holland Casino, commented: “The investment in Dutch football is of great value to all parties. It gives Holland Casino an enormous reach to interest a wide audience in attractive games of chance with an exciting, new online dimension, where safe and responsible play is always paramount.
“By setting the bar high in this regard, we want to set an example in the Netherlands and the rest of Europe, in our casinos and from 1 October also in our online offer. That reliability is of great importance to the consumer. The value of the investment is also great, because it really supports all professional football clubs, spread across the Netherlands.”
Holland Casino’s partnership with the Dutch Eredivisie follows on from the announcement of the league’s three-year sponsorship collaboration with Netherlands based lottery sportsbook brand TOTO, covering the women’s teams for PSV, ADO Den Haag, sc Heerenveen and FC Twente.
Additionally, developments on continental European football could see the Eredivisie merge with the Pro Leagueof neighbouring Belgium to create a cross-border tournament – the BeNeLeague.
Van Lambaart added: “This partnership with Dutch football will help us in the coming years to gain a new impetus for the future. The plan is sound, realistic and sound. We are convinced that this will pay off on several fronts.
“On the one hand, the corona crisis has underlined that a digital channel is essential for the robustness of Holland Casino. It makes our company more future-proof. On the other hand, we have made a conscious decision with all parties to integrate the right balance between attractiveness and responsible play in the entire collaboration.”
