The KNVB is selling its soul to gambling
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13 Dec 2024 •
Reading time: 2 minutes The name change of the Eredivisie to VriendenLoterij Eredivisie is leading to fierce reactions.
The football world is divided in its reactions to the collaboration between the KNVB and the VriendenLoterij. Critical voices, such as that of journalist Martijn de Vreeze, are not going to remain silent. He expressed his displeasure on LinkedIn, where he sharply criticised the deal.
How many million did the KNVB receive for this deal?
The VriendenLoterij, which profiles itself as a charity lottery, is now officially affiliated with the highest Dutch football competition. The exact financial details of the deal have not been disclosed, but De Vreeze suspects that it involves tens of millions of euros.
In his message, he paints a satirical picture of how the deal must have come about. “I can already see it,” he writes. “With a cheque that is revealed excruciatingly slowly, the association bosses hugging each other and the champagne flowing freely.” According to him, this is a sad illustration of how the football association places gambling gold above social responsibility.
Criticism of gambling advertising and exemplary function
In his criticism, De Vreeze attacks the social role of the KNVB. “As the largest sports association in the Netherlands, you have an exemplary function,” he states. “But instead of opting for authenticity and social values, the KNVB goes for the big money. This goes against everything that football should stand for.”
The use of the term “soft porn variant of gambling” shows how fierce the tone of the criticism is. De Vreeze refers to the way in which lotteries present themselves as innocent, while, just like online gambling companies, they are desperate for the money of people who actually cannot afford it.
Defense of the cooperation by the KNVB
The KNVB has not yet responded to De Vreeze’s criticism in terms of content. In previous statements about sponsorship deals, the association emphasized the importance of financial stability and investments in Dutch football. However, the question remains whether the social unrest surrounding gambling in sports is sufficiently addressed.
A spokesperson for the KNVB stated in an earlier interview: “This collaboration provides a solid financial basis with which we can strengthen the Eredivisie. In addition, the VriendenLoterij contributes to various charities, which is in line with our mission to make a positive impact.”
The football world and fans react in divided ways
The name change is causing a lot of discussion among football fans and insiders in the sports world. Some supporters see it as a smart commercial move that brings more money to Dutch football. However, others fully agree with De Vreeze and think the move sends the wrong message to young fans.