Dutch Lottery and Blauw Sponsorship Impact win a SponsorRing!
17/6/25
News
At the annual SponsorRingen award ceremony – the industry award for the best sponsorship cases in the Netherlands – Dutch Lottery (Nederlandse Loterij) and Blauw Sponsorship Impact won the SponsorRing for Data & Insights. We are incredibly proud that our longstanding collaboration with Dutch Lottery has been recognised with this prestigious award.
About the project
In 2022, Dutch Lottery signed the longest sponsorship contract in Dutch history,becoming the main sponsor of TeamNL. Such a historic sponsorship deal comes with the responsibility to use data for strategic decision-making around activations and assets.
Blauw Sponsorship Impact developed a continuous tracker that reveals the real impact of Dutch Lottery’s sponsorship on consumer sentiment and behaviour towards both the corporate brand and five sub-brands. This enabled Dutch Lottery to constantly monitor the extent to which objectives were achieved, understand why KPIs performed as they did, identify opportunities to improve performance, and assess which future sponsorship initiatives could help achieve their goals.
The on going sponsorship tracker not only includes TeamNL, but also other sponsorship domains of Dutch Lottery. This makes it possible to map the impact of the entire sponsorship portfolio. How do different sponsorships reinforce each other in terms of impact for Dutch Lottery?
There search shows that the effect of sponsorship goes beyond individual partnerships such as with TeamNL. It confirms the value of a strong sponsorship portfolio for Dutch Lottery and makes its role as a partner in sport both tangible and measurable.
About Sponsorship Impact
We have been helping international brands optimise their sponsorship strategies for over 20 years. We not only prove the brand growth that sponsoring provides, but also identify opportunities to improve sponsorship strategies.
