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SBD Global/July 23, 2014/Marketing and Sponsorship

Dutch Lottery To Team Up With Brand Loyalty To Back Belkin Cycling In '15

Dutch cycling team Belkin, which will "lose its main sponsor at the end of this season," will reportedly have the backing of the national lottery for the '15 season, according to VELO NEWS. Dutch newspaper De Telegraaf reported "the Lotto will join forces with Brand Loyalty, which sponsors a speed skating team whose founders include the Netherlands' three-time Olympic speed skating champion Sven Kramer." The deal "is nearly done, with the contracts in the mail and waiting to be signed." Brand Loyalty CEO Robert van der Wallen confirmed the "existence of the duel cycling and speed skating team" (VELO NEWS, 7/21). In Amsterdam, Maxime Zech reported the combined cycling and ice skating team will "go into the Winter under the same identity." Lotto sells lottery cards, the "proceeds of which go to sporting events and charities." The Lotto is known in the Netherlands as a "big sporting financier, and partner of NOC*NSF." Lotto will "carry most of the budget, which runs into the millions." This will be supported by BrandLoyalty (NL TIMES, 7/21).
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