Dutch soccer’s second-tier Eerste Divisie has struck a global betting streaming deal with Infront Bettor, the betting division of the international sports marketing agency.

The agreement was brokered by Iris Sport Media, with that agency having unveiled a multi-year global representation deal with the 20-team Eerste Divisie simultaneously.

The latter deal has been signed alongside two Dutch companies - Southfields and Sports Exposure.

Iris has said it will help the Dutch league with “further international media exploitation, positioning, and business development.”

Southfields, meanwhile, will focus on production and technical services, while Sports Exposure is set to provide assistance with sponsorship revenues and innovative advertising.

Marc Boele, chief executive of the Eerste Divisie, has said: “Partnering with three top-tier companies, who each have local presence, will strengthen our organization and capabilities and expedite our growth, which will allow us to innovate, enhance fan engagement, and improve the overall quality of the league.”

Floris Weisz, Iris Sport’s managing partner, added: “We are delighted that we have been able to advise the Dutch First Division on their first stand-alone international deal with Infront Bettor. Together with Southfields and Sports Exposure we can advance the commercial proposition and help to solidify the growth of the league.”

Domestically, the Eerste Divisie is covered by ESPN and will be until the end of 2029-30 thanks to a deal extension in February this year.

The 2024-25 Dutch Eerste Divisie got underway on August 9, with Helmond Sport currently sitting at the top of the league table.

Today has also seen Infront’s rival agency IMG announce the extension of its international rights distribution deal to the country’s top-tier Eredivisie, for another five years.

The current deal for those rights between the pair, which began at the start of 2022-23, had been set to run out at the end of the ongoing 2024-25 campaign.