Holland Casino: responsible betting partner of Dutch football

Holland Casino will be the responsible betting partner of all Dutch professional football as of next season (2021/22). The cooperation with the Eredivisie, Keuken Kampioen Divisie (First Division) and ESPN will enable Holland Casino to present itself from October 1st as an appealing online provider with an attractive comprehensive offer of sports betting and well-known casino games. Safe and responsible gaming and Fair Play is always the top priority for all these offers. Erwin van Lambaart, CEO Holland Casino: "The value of this cooperation is not only great for all parties directly involved, but is also in the interest of the Dutch public and all professional football clubs."

From 1 October - safe & responsible

On 1 October 2021, the government will open the online gaming market. Holland Casino’s ambition is to establish a significant market position right from the start. Investing in the most popular sport in the Netherlands in the next four years is an important contribution to achieving this goal. Prevention and education about safe and responsible participation in online games of chance are central to this. Moreover, the investment is a welcome financial boost for Dutch football.

Erwin van Lambaart (CEO Holland Casino): "The value of the investment in Dutch football is really great for all parties. It gives Holland Casino an enormous reach to interest a wide audience in attractive gambling games with an exciting new online dimension where safe and responsible gaming always comes first. By setting the bar high, we want to set an example in the Netherlands and the rest of Europe, in our casinos and starting on 1 October in our online offer as well. This reliability is of great importance to consumers. The value of the investment is also great, because it really supports all professional football clubs, spread throughout the Netherlands."

The Eredivisie and Holland Casino share a rich, successful and beautiful history. We are now going to add another wonderful chapter of at least four years
Jan de Jong, CEO Eredivisie

Reliable partner

Jan de Jong, CEO of the Eredivisie: "The Eredivisie has very deliberately chosen a Dutch party, Holland Casino, an A-brand. A reliable party. With a good long-term vision. Moreover, the Eredivisie and Holland Casino share a rich, successful and beautiful history. We are now going to add another wonderful chapter of at least four years."

Marc Boele, Director of Coöperatie First Division, adds: "Holland Casino, the Eredivisie and the Keuken Kampioen Divisie have always been committed to a safe and responsible gaming offer that fully safeguards the integrity of the sport. That makes this cooperation as logical as it is desirable. We look forward to working together in the coming years, with new game concepts that will add value to the fans’ experience of the game."

ESPN: visibility and new content

Part of it is also the cooperation with ESPN, the channel that broadcasts all live football from the Eredivisie and Keuken Kampioen Divisie. The ESPN platform will make an important contribution to the visibility of Holland Casino as a responsible betting partner of Dutch football. In addition, Holland Casino and ESPN will jointly develop new content, which is in line with the ambitions and which offers relevance and entertainment for Dutch football fans.


Van Lambaart speaks of "a future-proof, sustainable approach", which is necessary to provide the Dutch public with both ample entertainment as well as protection when it comes to online gambling in the coming years. "This partnership with Dutch football is going to help us get new impetus in a future-proof way in the coming years. The plan is sound, realistic and healthy. We are convinced that this will pay off on several fronts. On the one hand, the COVID-19 crisis has stressed 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 very deliberately chosen to integrate the right balance between appeal and responsible play into the entire collaboration."

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