Eurojackpot becomes AZ Alkmaar sleeve partner

AZ Alkmaar, one of the top-tier football clubs in the Netherlands, has announced a significant sponsorship agreement with Eurojackpot, the lottery brand operated by Nederlandse Loterij (Dutch Lottery). Under this new multi-year partnership, Eurojackpot will serve as the official sleeve sponsor of AZ Alkmaar for the next five seasons, with the agreement extending through to the end of the 2029/2030 season.

This collaboration will see the Eurojackpot logo prominently displayed on the sleeves of AZ’s home and away kits, signaling a notable alignment between a high-performing sports club and a leading lottery organization. The move represents a continuation of Dutch Lottery’s long-standing involvement in Dutch sports and its commitment to supporting not just elite competition but also community-level initiatives.

Supporting Dutch sports through responsible gaming

The partnership brings together two entities with a shared philosophy rooted in the promotion and development of sports in the Netherlands. Eurojackpot, a brand within the Dutch Lottery group, has long functioned with a strong focus on responsible gambling and serving the public interest. The proceeds from its games are consistently reinvested into Dutch sports—ranging from national federations and Olympic programs to grassroots sports associations.

Eurojackpot is an international lottery game available in nineteen countries throughout Europe. Drawings take place every Tuesday and Friday evening, with jackpots that can rise to an impressive €120 million. The scale of the game, combined with its European-wide popularity, underscores the prominence of the brand—making it a valuable partner for any football club seeking international visibility.

Alignment of values: Sport, integrity, and community

According to Merijn Zeeman, General Manager at AZ Alkmaar, the club is excited to welcome a sponsor whose values reflect their own direction as an institution.

“Nederlandse Loterij is a trusted name in the sports world. They not only support top-level sports, but also recreational sports and social initiatives. This social responsibility appeals to us and ties in well with the course we are pursuing as a club. We are proud to welcome them as a sleeve partner,” Zeeman stated.

AZ has, over recent years, emphasized sustainability, youth development, and strong community engagement. The club’s initiatives in promoting physical health, inclusive participation, and professional performance create a natural synergy with Nederlandse Loterij’s broader mission.

Commercial growth with a focus on public interest

Michael Koster, Commercial Director at AZ, elaborated further on the importance of this partnership, noting that the club and the Dutch Lottery organization share a common goal: to harness the power of sport for social good.

“At AZ we believe in the unifying power of sports. Nederlandse Loterij shares that belief and demonstrably invests in it. The partnerships they enter into aim to further grow and strengthen Dutch football. The principle of ‘by sports, for sports’ is still central, just as it is for us.”

Koster emphasized that the visibility provided through Eurojackpot’s support will aid AZ in sustaining its progress, particularly as the club continues to perform competitively both domestically and in European tournaments.

Nederlandse Loterij’s expanding sports footprint

For Nederlandse Loterij, this partnership represents a further step in reinforcing its support for the national sporting ecosystem. Michael Kastelijns, Managing Director for Lotteries at Nederlandse Loterij, highlighted the strategic importance of aligning with a football club like AZ.

“AZ is a club with ambitions and competes for the prizes every season. That fits perfectly with Eurojackpot: the lottery for real winners, with the highest main prize in the Netherlands. With this lottery we support Dutch football and we want to help the sport further. Because Nederlandse Loterij is the biggest driver of sports and exercise. We are therefore proud of our collaboration with AZ as Official Sleeve Partner.”

By associating Eurojackpot with an ambitious and forward-thinking football club, Nederlandse Loterij extends its influence not just as a gambling provider but as a long-term contributor to national well-being and fitness.

A broader vision: From entertainment to empowerment

The collaboration is not merely about branding. Both AZ and Nederlandse Loterij have confirmed that the partnership will include initiatives beyond the football pitch. These may include campaigns promoting responsible gambling, youth engagement programs, and community sports development initiatives.

The Dutch Lottery’s reputation has been built on a model that emphasizes regulated and socially responsible gaming, and its revenues have historically been channeled back into public causes, including health and sports. This approach helps differentiate it from other private gambling entities operating in less regulated environments.

Building legacy through sport and trust

AZ Alkmaar’s partnership with Eurojackpot underscores an evolving model in football sponsorship, where visibility is paired with values and commercial success is anchored in broader community benefits. While shirt sponsorships have traditionally been transactional and brand-centric, the trend is now shifting toward strategic collaborations that reflect shared long-term visions.

Eurojackpot's presence on AZ’s sleeves until 2030 will be more than a visual marker—it represents a decade-defining relationship that links success on the field with responsibility off the field.

Conclusion

This five-year deal between Eurojackpot and AZ Alkmaar not only represents a smart business and branding move, but also reinforces the growing importance of value-driven partnerships in professional sports. As football clubs navigate increasing scrutiny around sponsorship ethics, collaborations with regulated and socially conscious partners like Nederlandse Loterij help ensure sustainability—both financially and reputationally.

By aligning with Eurojackpot, AZ Alkmaar continues to forge a future that balances ambition with accountability, competitiveness with community, and success with shared societal value.

FAQs

What is Eurojackpot?
Eurojackpot is a transnational lottery game played in 19 European countries, with draws held twice a week and jackpots reaching up to €120 million.

Who operates Eurojackpot in the Netherlands?
Eurojackpot is operated by Nederlandse Loterij, the official state-owned lottery operator in the Netherlands.

What does the AZ Alkmaar and Eurojackpot partnership involve?
The partnership designates Eurojackpot as AZ Alkmaar’s official sleeve sponsor for five seasons, displaying the brand on matchday kits.

How long will the sponsorship last?
The agreement will span five football seasons, running through the end of the 2029/2030 season.

Will the sponsorship support Dutch sports more broadly?
Yes, proceeds from Eurojackpot and other Dutch Lottery games are reinvested into Dutch sports, both professional and amateur.

What is the goal of Nederlandse Loterij in this partnership?
Nederlandse Loterij aims to support the growth of Dutch football while promoting responsible gaming and physical activity.

What values does AZ share with Nederlandse Loterij?
Both organizations prioritize social responsibility, community engagement, and the promotion of sports at all levels.

Is Eurojackpot involved in any community programs?
Yes, through Nederlandse Loterij, Eurojackpot contributes to a range of social initiatives, including grassroots sports and youth engagement.

Why is responsible gaming emphasized in this partnership?
Nederlandse Loterij adheres to a strict framework promoting healthy gambling behavior, ensuring that participation remains fun and safe.

How does this deal affect AZ Alkmaar’s brand visibility?
By partnering with a well-known lottery brand, AZ Alkmaar increases its national and international visibility, aligning with a trusted name in Dutch gaming.