The Dutch professional football club, FC Twente, has named the European lottery company Eurojackpot as the official partner of the men’s and women’s teams for the next five seasons.

The lottery brand will be featured on the sleeve of the home and away shirts until 2030, with this five-year signing marking a major partnership.

This comes at a time when gambling and sports-related deals have come under scrutiny, with the English Premier League phasing out front-of-shirt sponsorships from 2026/27.

While these will soon be banned in the UK, figures suggest the combined value of shirt sponsorship deals involving Premier League clubs and gambling companies in the 2024-25 season is $135.43m.

In a press release, where Dutch football has been described as being one of the driving forces behind the development of the lottery, it was stated that the proceeds will go back to the Dutch sport.

Eurojackpot will be official partner for five seasons of FC Twente

Marco Behrens, commercial affairs manager of FC Twente said: “Eurojackpot will be on the left sleeve of our match shirt starting next season. As a club, we have been collaborating with the Dutch Lottery for years, an organization that represents multiple game brands.

“We are proud to be able to continue the partnership with the Eurojackpot brand until 2030. The duration of the partnership also shows that Eurojackpot is behind the club and has a lot of confidence in the future.”

Earlier in the year, the Dutch gambling regulator Kansspelautoriteit (KSA) warned it would soon be tightening its stance on advertising and gambling sponsorship rules in sports.

Michael Kastelijns, managing director of lotteries of the Dutch Lottery said: “FC Twente goes for the prizes with a winning team, in the top of the Eredivisie and in the cup tournament. That fits perfectly with Eurojackpot: the lottery for real winners, with the highest grand prize in the Netherlands.

“With this lottery we support Dutch football and want to help the sport move forward. Because Dutch Lottery is the biggest

driver of sport and exercise. We are therefore proud to be an official partner of FC Twente.”

https://readwrite.com/eurojackpot-to-become-new-official-partner-of-fc-twente/