Dutch men’s soccer’s top-tier Eredivisie will get its first title sponsor in 20 years next season, through a four-year tie-up with VriendenLoterij.

That national lottery firm will become the 18-team league’s first title partner since 2005 in 2025-26, with the deal running through 2028-29.

The league will during that period be known as the VriendenLoterij Eredivisie.

This is not the first tie-up between the two organizations - indeed, they have been connected as social partners since 2005.

Jan de Jong, chief executive of the Eredivisie, has said: “For Eredivisie CV, this represents a milestone in our history, ranking among one of the most significant sponsorship deals in Dutch football. We are committed to making this a joint success. The VriendenLoterij Eredivisie will be far more than just a name.”

The last Eredivisie title sponsor, between 2002 and 2005, was gaming company Holland Casino. GlobalData Sport valued that three-year deal as being worth the equivalent of $4.9 million per season. Before that deal, the 2000-02 cycle was covered by KPN.

Both Holland Casino and KPN are current league sponsors, as are brands such as Sorare, Hugo Boss, EA Sports, and Unibet.

In terms of the league’s commercial affairs, Bas Raemakers was appointed as its first commercial director in late September, having been head of international commerce and strategy since April 2022.

Lydi Siebers, VriendenLoterij’s managing director, added: “The strengthening of this partnership with the most important football competition in the Netherlands is fantastic for us. The VriendenLoterij and the Eredivisie, together with the 18 clubs, are committed to making a positive impact on society every day by working towards a healthier, more inclusive, and stronger society.”

The 2024-25 Eredivisie is 15 matchdays in, with heavyweights PSV currently heading up the table.

Late October saw heavyweight sports marketing agency IMG extend and expand its international media rights tie-up with the top-tier Dutch league for another five years.