This article contains information regarding the organisations enjoying a strong branding presence across the Netherlands men’s and/or women’s national football teams’ physical and digital assets as sponsors and partners of the Royal Dutch Football Association.
Name of the football association: Royal Dutch Football Association (Dutch: Koninklijke Nederlandse Voetbalbond; KNVB)
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PARTNERS OF FOOTBALL
The Amsterdam-headquartered financial institution has been a principal partner of the KNVB since 1996 and the front-of-shirt sponsor of its national teams’ training kits since January 2010.
In August 2020, ING and the KNVB expanded their partnership to include women’s football in the country, as an attempt to further professionalise the Dutch women’s football divisions. This also made ING a main sponsor of the Dutch women’s top-flight, the Women’s Eredivisie (Vrouwen Eredivisie).
The American sportswear giant has been the official kit supplier to the KNVB’s national teams since 1996, when it replaced rival Italian brand Lotto.
The KNVB and Nike have enjoyed a long, mutually beneficial partnership which has been renewed and improved multiple times over the last 24 years. Their current deal is set to run until 2030.
Nederlandse Loterij (Dutch State Lottery)
The Dutch State Lottery has been a sponsor of the KNVB and its national teams and domestic tournaments since 1999. The two parties work together to raise money that goes directly towards the development of Dutch grassroots football.
The Rotterdam-headquartered Dutch telecom company has served as a main partner to the KNVB since August 2017. The partnership sees the two parties work on several projects, including fan engagement activities, exclusive fan experience opportunities and co-branded football clinics.
In January 2021, KPN was announced as a launching partner of E_Oranje, the KNVB-affiliated Dutch national esports team.
The Zaandam-headquartered Dutch supermarket chain began its association with the KNVB by becoming an official partner of the Netherlands women’s national football team in May 2019. Later, in March 2020, the KNVB and Albert Heijn expanded their association to include all of the former’s national teams and domestic tournaments.
The partnership sees the KNVB and Albert Heijn work extensively on several fan engagement activities as well as promote a healthy eating lifestyle, with the latter holding image rights to feature Dutch national players in its promotional content.
The Amsterdam-headquartered Dutch online crypto exchange platform was announced as a top-tier sponsor of the KNVB in March 2022. The deal between the two parties is currently set to run until 2024.
The Utrecht-based Dutch legal service provider and legal expenses insurer has been an official partner of the KNVB since January 2011.
The partnership is focused on sponsoring the referees across the country and raising awareness regarding their importance—for they ensure that the game is played in a fair manner—across the professional and amateur levels of football.
The branding rights incorporated into the deal have the ARAG logo featuring on the uniforms of all KNVB-appointed referees and officials.
The Dutch arm of the American beverages giant has served as an official partner to the KNVB since 2010. Under the partnership, Coca-Cola works with the KNVB to offer exclusive fan experience opportunities to their supporters. The two parties last extended their partnership in 2015 which currently runs until the end of 2021.
The Bonn-headquartered German courier service has been the logistics partner of the KNVB and an official partner of the Netherlands women’s national football team since March 2022.
The partnership with the KNVB is a part of DHL’s #SameDream initiative, through which it intends to support women’s sports across the Netherlands and has similar deals in place to also support the Dutch women’s national teams of hockey, volleyball and handball via partnerships with each sport’s national governing body.
The partnership also sees one Netherlands international from each team of the aforementioned sports serving as a DHL brand ambassador. Jackie Groenen fills this role from the football team alongside handball player Lois Abbingh, hockey player Pien Sanders and volleyball player Laura Dijkema.
The Amsterdam-headquartered Dutch brewery has been an official partner of the KNVB since 1994. The partnership sees the two parties work extensively on several fan engagement activities as well as promote a healthy eating lifestyle across the amateur levels of Dutch football.
The KNVB and Heineken last extended their partnership in a five-year agreement in August 2019.
The Dutch food-service business has been an official partner of the KNVB since July 2015. The partnership sees the two parties work together to promote a healthy eating lifestyle across the amateur levels of Dutch football.
The London-headquartered consumer goods company has a long-standing association with the KNVB. Initially, their partnership was centred around the Dutch women’s national side via Unilever’s peanut butter brand Calvé Peanut Butter to spread love and inspire children to achieve their big dreams. Later, in March 2021, the deal was expanded to the men’s game via Unilever’s soap brand Lifebuoy to promote the importance of hygiene, exercise and healthy diet.
The Wolfsburg-headquartered German automaker became the KNVB’s sustainable mobility partner in March 2021. The deal sees Volkswagen provide its fleet of carbon-friendly vehicles—both passenger and commercial—to the Dutch football association’s staff. The two also work closely together to reduce overall CO2 emissions and help the KNVB with its sustainability goals.
The deal between the two parties is currently set to run until the end of 2023. The two had previously worked together between 2014 and 2017 as well.
The Haarlem-based Dutch luxury fashion brand has been the official formalwear partner of the KNVB since March 2018. The five-year deal sees Cavallaro Napoli provide bespoke formalwear suits to the KNVB’s men’s and women’s national football teams’ players.
The Amsterdam-based Dutch division of Belgian media company DPG Media has been a partner of the KNVB since 2016.
The partnership sees DPG Media offer the KNVB advertising space across its digital and print issues. The two parties also roll out co-branded initiatives around and during major FIFA and UEFA national-team tournaments in which KNVB-affiliated Dutch national teams participate.
Apart from covering the Dutch men’s and women’s national teams, DPG Media’s partnership with the KNVB also sees support provided to amateur football across the country.
The deal between the two parties is currently set to run until the end of UEFA Euro 2024.
The Hilversum-based Dutch commercial radio station has served as a Media Partner to the KNVB since 2005. The partnership sees Radio 538 offer exclusive fan experience opportunities to the supporters of the Dutch national teams. Players and staff members from the national teams also often partake in Radio 538’s events.
The North Carolina-based analytics software developer also serves as an official partner to the KNVB. Together with SAS, the KNVB has developed a Football Intelligence platform that helps the governing body monitor player performance as well as reach its marketing goals.
Zoover Sports & Events
Zoover Sports & Events is a Dutch travel management and event services provider headquartered in Zwolle and has served as the travel partner to the KNVB since 2014. As per the deal, Zoover organises and manages travel for the KNVB’s men’s and women’s national teams (both senior and youth), non-playing official representatives and sponsors. It also provides an itinerary to the fans going to the international games.
The Rijswijk-based Dutch sports betting company—owned by Nederlandse Loterij—serves as the title sponsor to the KNVB Cup. TOTO’s partnership with the KNVB also sees the betting company provide support for amateur football across the country.
In August 2019, when the KNVB and Heineken last extended their partnership in a five-year agreement, it was announced that the brewery’s non-alcoholic offering, Heineken 0.0, will gain promotional space during the final of the TOTO KNVB Cup. The same space was previously reserved for Heineken-owned beer brand Amstel, which had been enjoying promotion during the KNVB Cup final since 1995.
Johan Cruyff Foundation
Launched by Johan Cruijff in 1997, the Johan Cruyff Foundation is a non-profit organisation dedicated to offer sporting facilities and opportunities to children, especially children with disabilities. The organisation operates worldwide and has opened pitches for children—called Cruyff Courts—across many parts of the world. The partnership between the KNVB and the Johan Cruyff Foundation has seen the two co-launch several football fields for children—called Cruyff Courts KNVB Fields—across the Netherlands.