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Almost every Dutch person knows TOTO. It’s a well-known legal provider of sports betting on the Dutch market. TOTO is currently setting up lucrative contracts with five clubs from the Dutch premier league, namely FC Utrecht, ADO Den Haag, Sparta, FC Twente and Willem II.
It’s an important moment for TOTO and several Dutch football clubs. Agreements for the next five years will be signed, which means that the clubs involved will yield an annual amount between 200.000 and 300.000 euros. Footballers of the clubs will wear the TOTO logo on their sleeves. Besides that TOTO will get permission to develop gambling activities around the matches of the clubs involved. TOTO is part of the Dutch Lottery, so that comes as no surprise.
On February 19, 2029, the Upper House in the Netherlands voted in favor of a bill on gambling. One of the consequences will be a legalization of online gambling. Among other things, the law make it possible to better supervise and tax gambling profits. By setting an agreement with five clubs TOTO anticipates the legalization of online gambling at sports events in the Netherlands.
TOTO will come out with more details of the deal real soon. It’s expected that the Dutch gaming authority will start processing permit applications as of January 1, 2021. The market for legal online gambling at sports events could then open on 1 July 2021. Large gambling companies such as Ladbrokes, Unibet and Bwin will then be able to operate legally on the Dutch market. However, the result is that TOTO will lose its monopoly position.
The introduction of the gambling law has already been delayed a number of times. Even now there is no guarantee. The five clubs that have signed up with TOTO for five years are opting for certainty. Other clubs will have to wait for the introduction of the law and what it will actually deliver.
The top football clubs in the Netherlands are eagerly awaiting the legalization on a larger scale of online betting on sports matches. Last year, PSV had a market survey carried out. It showed that the Eindhoven club could earn 1 to 1.5 million euros per year from working with a legal partner for gambling on matches.
At the moment, foreign betting offices that allow online betting from the Netherlands are fined. Online gambling is still illegal in this country. These offices are usually not paid and are disproportionate to the amount of money that is flowing in. Nevertheless, the expectation is that they will massively apply for licenses in order to be able to operate legally on the Dutch market.
In the meantime, TOTO is making good progress. Since 2009 it has been a sponsor of the KNVB. And as of 2018, TOTO is the namesake of the KNVB Cup among men. That contract runs until 2022. In February, the company also connected the name to the women’s cup.
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