Dutch lottery signs Olympic skater as ambassador

Nederlandse Loterij scooped a Golden Effie for its King Toto advertising campaign.
Nederlandse Loterij scooped a Golden Effie for its King Toto advertising campaign.

Sven Kramer will be an ambassador for the Dutch national lottery which will remain a key sponsor of the Royal Dutch Skating Association.

The Netherlands.- The Dutch national lottery, Nederlandse Loterij, has announced Olympic skater Sven kramer as its latest ambassador. 

The lottery will also continue to be a co-main sponsor of the Royal Dutch Skating Association (KNSB).

Kramer will appear in campaigns and brand activations to promote the lottery’s support for Dutch sport.

The lottery already has several Olympians and Paralympians on its list of ambassadors. 

Chief marketing officer of Nederlandse Loterij, Arno de Jong, said: “Within the rich history of long track speed skating, Sven is the undisputed number one.

“As a partner of TeamNL, we have of course been involved in the Olympic Games for many years and have already enjoyed his achievements a lot.

“He is a great sportsman with an unprecedented winning mentality, which, as a gaming organisation, we are a big fan of.”

Kramer previously worked with Nederlandse Loteri on a campaign for its Lotto brand. 

He said: “I got to know the Nederlandse Loterij as a committed partner with a real heart for the sport. I look forward to the collaboration.”

Meanwhile, Nederlandse Loterij scooped a Golden Effie at the Effie Awards Europe 2020 for its King Toto advertising campaign.

The campaign has used a range of sporting celebrities to revamp the old-fashioned image of its TOTO brand.

De Jong says the TOTO brand was now “alive and kicking” following the much-applauded campaign.

“[The award] underlines that we did something truly special with our TOTO brand,” De Jong said. “It was quite a challenge to explain such a culturally bound Dutch campaign to an international jury, but we succeeded.

“Historically, TOTO was just going through the motions and wasn’t delivering on its obvious potential. Now TOTO is alive and kicking and going from strength to strength.

The brand and also the sportsbook are unrecognisable compared to just a few years ago. The improvements made in terms of our player base and financial results are exponential.”

The King Toto campaign has featured Sparta Rotterdam midfielder Nathan Rutjes, Real Madrid and Everton winger Royston Drenthe and  former players Sjaak Swart and Johan Boskamp.

Future editions will feature ex-Ajax, Inter Milan and Dutch international Andy van der Meyde.

In November, the Dutch Board of Appeals for Business rejected an appeal against the merger of two Dutch lotteries, Nederlandse Staatsloterij (SENS) and Stichting Nationale Sporttotalisator (SNS).

Meanwhile, the Dutch gambling regulator, KSA, has clarified the deadlines for operators to apply for igaming licences as it prepares for implementation of the Dutch Remote Gambling Act this year.

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