Holland Casino Announce Official Partnership with the Eredivisie
The Dutch footballing league have officially partnered with Holland Casino for season, they’re hoping to raise awareness and promote safe gambling. They’ve agreed on exclusive promotion rights meaning they will be the only gambling brand associated with the football league. So far, the contract only covers the 2021/2022 season, however, there is an option to extend should the campaign achieve great success. This is the first time a gambling partnership will be used as an ethical agent to promote safe gambling and responsible advertisement.
The Eredivisie has agreed a season-long advertising contract with Holland Casino. As well as promoting the brand, the opportunity to push ethical advertising protocols will enable the footballing league to continue its stance against problem gambling. ©ansgarscheffold/Pixabay
Holland Casino made the initial proposal, outlining their desire to represent the gambling industry with a focus on ethical advertising as well as a desirable casino games provider. The Netherlands previously prevented football clubs from partnering with betting companies amid fears of social problems. However, the opportunity to shed new light on the industry and revoke a common stigma is too great of an offer to turn down.
Founded in 1976, the state-owned Holland Casino opened its first branch in the northern province of Zandvoort. Since then, they have expanded all over the country, with their most profitable establishment located in the capital, Amsterdam. They offer a typical selection of games, including French and American roulette and blackjack, bingo, and numerous variations of poker. Amsterdam is already known for its liberal laws and relaxed attitude towards gambling, drugs, and the adult industry; their capital branch is undoubtedly their most successful.
The ‘Fair Play’ initiative is a new scheme piloted by the Eredivisie and Dutch government, formed to combat the growing problem of irresponsible gambling directly. Partnerships within the industry itself are essential to delivering a clear message. Holland Casino is eager to begin as it is a huge marketing and PR boost and an opportunity to connect with their user base and ensure they’re protected from illegitimate gambling sources while maintaining their financial/personal security.
The CEO of Holland Casino, Erwin Van Lambaart, expressed his excitement towards the new partnership, stating it’s in the best interest of the Dutch public and all football clubs to get on board with the campaign. So far the reaction has been overwhelmingly positive. Numerous MP’s praised the initiative in Dutch parliament as well as a welcome reception on social media platforms. Holland Casino has made it clear that the campaign’s overall objective is to promote responsible gambling rather than the betterment of their own revenue streams.
The Eredivisie Innovates Once Again
While football leagues across Europe allow betting partnerships for participating clubs, no country has done it as effectively or ethically as The Netherlands. For example, The Barclays Premier League has one of the highest proportion of betting partnerships in Europe, with clubs such as Arsenal, Manchester United, Southampton, and Newcastle partnering with international sportsbooks. Most commonly, the platforms in question operate out of China and pay the largest sums making them profitable partnerships for any football club.
October 1st is the official starting date for the Fair Play campaign. Once the season begins, the government will open up land-based casinos and permit the use of international sportsbooks to increase user activity. Market Research indicates that The Netherlands is set to be Europe’s biggest breakaway market of the decade due to several legislative adjustments and the overall increase in consumer participation.
Despite a positive future inbound, the Dutch gambling industry has had its fair share of problems. Holland has one of the highest rates of underage gambling in all of Europe. Growing concern from the government has led to campaigns such as the Fair Play initiative to expel the problem and promote responsible betting. Improved security measures have also become law as licensed sportsbooks must have a thorough age verification system tying in with national healthcare identification.
