TOTO, the Dutch sportsbook lottery company, has signed a sponsorship deal with four Women’s Eredivisie football clubs.
PSV, ADO Den Haag, sc Heerenveen and FC Twente have all signed a three-year sportsbook label deal. According to TOTO, this new agreement elevates the brand ‘s support for Dutch football.
Commenting on the new relationship, TOTO ‘s Chief Marketing Officer Arno de Jong explains: “For TOTO the four partnerships are a logical step. Women’s football is undergoing a major development. This also applies to the Women’s Eredivisie. The ambitions are great.
“With the sponsorship of four football clubs from the Women’s Eredivisie, namely sc Heerenveen, ADO Den Haag, FC Twente and PSV, we are contributing to the great ambitions. And we are deepening the cooperation with the relevant clubs.”
TOTO initiated a spree of football collaborations earlier this year, as the Dutch Eredivisie is planning for its October restart following the 2019/2020 season cancellation.
TOTO won nine Eredivisie partnerships under lockdown-being Feyenoord, Sparta Rotterdam, Willem II, FC Utrecht, FC Groningen, ADO Den Haag, FC Twente and RKC Waalwijk ‘s official sleeve sponsor.
At the time, Dutch news outlets announced that Nederlandse Loterij would pay for individual club sleeve sponsorships from €200,000-to-€300,000, providing financial assistance to Eredivisie clubs.