Should Dutch sports rely exclusively on De Lotto for external funding?
Noted sports marketeer Chris Woerts, former marketing director of Feyenoord and EPL side Sunderland, strongly disagrees with De Lotto's criticisms. Woerts calls the sponsorship deal a clear “win-win situation,” even going as far as accusing De Lotto of rank hypocrisy.
As it turns out, only 70% of De lotto's contributions to good causes end up benefiting Dutch sports. The other 30% goes to a separate foundation, ALN, which supports generic good causes. Asked for comment Woerts said: “Instead of 100%, De Lotto only provides 70% of its charitable contributions to sports. The nearly omnipresent claim that De Lotto's singular raison d'être is to support sports is evidently false.”
As the charitable contributions of De Lotto are not exclusively dedicated to sports, it appears far from obvious that sports associations and unions should rely exclusively on De Lotto for external funding.
Perhaps, then, a broader discussion – also taking into account De Lotto's structurally declining revenues – on the appropriate sources of funding for Dutch sports is in order.
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