Eurojackpot signs Feyenoord sleeve sponsorship deal
Eurojackpot has become a Premium Partner and sleeve sponsor of Feyenoord until 2030, extending Nederlandse Loterij’s presence across Dutch football through a high-visibility men’s and women’s team asset.
Eurojackpot has signed a four-season partnership with Feyenoord, becoming a Premium Partner and taking the sleeve position on the club’s men’s and women’s home and away shirts until 2030.The agreement renews the commercial relationship between Feyenoord and Nederlandse Loterij, which owns Eurojackpot and has worked with the Rotterdam club through different lottery brands across several decades.Feyenoord commercial director Ruud van der Knaap said: “It makes us very proud that we have concluded a multi-year agreement with Eurojackpot.“For us, a partnership is not only about visibility, but about mutual commitment and building a relationship for the long term. With Eurojackpot, we have found a strong and future-oriented partner.“The fact that Eurojackpot is explicitly committed to both men’s and women’s football is a significant plus. Partners who embrace and support the club in all its facets are of great value to us.”The Eurojackpot logo will appear on the sleeves of Feyenoord 1 and Feyenoord Vrouwen 1, giving the lottery brand broadcast, media and retail visibility across both senior teams.The inclusion of the women’s team is commercially relevant as clubs and sponsors increasingly package men’s and women’s football together rather than treating women’s inventory as a separate or secondary asset.Nederlandse Loterij managing director for lotteries Michael Kastelijns said: “The bond between Feyenoord and Nederlandse Loterij goes back to the nineties. It is therefore great that we can now work together again.“With Eurojackpot as a partner of one of the most iconic football clubs in the Netherlands, we show what Nederlandse Loterij and our games stand for: we support Dutch sport and football. And together with the club, we bring Het Legioen even closer to Feyenoord.”Eurojackpot is one of six lottery brands operated by Nederlandse Loterij and is played in 19 European countries.The brand is also the naming sponsor of the KNVB Cup and the Women’s Eredivisie, and is partnered with several other Eredivisie clubs.The Feyenoord deal strengthens Eurojackpot’s position across Dutch football by combining national competition rights with club-level shirt inventory.Nederlandse Loterij’s wider positioning is tied to its funding contribution to Dutch sport, including distributions through NOC*NSF and support for football.That link gives the partnership a broader institutional narrative beyond conventional gambling or lottery visibility, particularly in a market where responsible play and social contribution remain important commercial considerations.Feyenoord add another long-term partner to their premium commercial portfolio alongside major shirt and strategic sponsors.The agreement gives the club a stable sleeve asset across both senior teams, while Eurojackpot gains access to one of the Netherlands’ largest supporter bases and a prominent platform through to the end of the 2029/30 season.