Learning objective: To examine the mechanisms of football ticket promotions in Dutch retail, their institutional partnerships, and implications for consumer engagement.
Fundamentals of the concept
Promotional campaigns and consumer participation
Promotional campaign (campaña promocional, acción de mercadotecnia para incentivar compras) is a recurrent tool in retail. In this case, the Dutch supermarket chain PLUS launched a campaign offering football fans the opportunity to win two tickets for a match of their favorite club. The basic mechanism requires a minimum purchase of €25, after which participants may select the match they wish to attend. This initiative exemplifies how everyday shopping activities are linked to sports fandom, thereby reinforcing both brand loyalty and fan engagement. Importantly, each week begins a new round of the lottery, creating repeated chances and reinforcing consumer return.
Institutional partnerships: PLUS and VriendenLoterij Eredivisie
The supermarket PLUS (cadena de supermercados, Países Bajos) positions itself as a “trots partner” (proud partner) of the VriendenLoterij Eredivisie (Lotería de Amigos Eredivisie, lotería vinculada a la liga de fútbol neerlandesa, que apoya causas sociales y deportivas). Such partnerships show the interdependence between private commerce and national sports institutions. Eredivisie (Primera División neerlandesa, liga de fútbol profesional fundada en 1956) is not only a sporting competition but also a cultural institution, widely followed across the Netherlands. By connecting consumer practices with football events, these institutions amplify their visibility and cultivate long-term brand associations.
Lottery mechanics and weekly engagement
The campaign explicitly states that each week a new competition round is opened. This structure reflects principles of gamification (gamificación, uso de dinámicas de juego en contextos no lúdicos) and consumer psychology, such as intermittent reinforcement. Shoppers may perceive increased value in returning regularly to PLUS, even if the statistical probability of winning remains modest. This highlights the marketing balance between genuine consumer rewards and perceived incentives.
Cultural and social significance of football in the Netherlands
Football (fútbol, deporte de equipo con once jugadores por lado) plays a central cultural role in the Netherlands. Clubs across the Eredivisie have local, regional, and national followings. Promotional campaigns linked to tickets serve as both economic drivers for supermarkets and as mechanisms of cultural participation for fans. The promise of “living the match from the stands” has strong symbolic resonance, especially after periods of restricted attendance during the COVID-19 pandemic.
Contexts and notes
The promotional text uses Dutch expressions such as “Ja, ik doe mee!” (Yes, I participate!), reinforcing immediacy and enthusiasm. It also specifies that tickets are for “two persons,” reflecting inclusivity of experience, such as attending with a family member or friend. While the advertisement does not specify statistical odds of winning, transparency about such probabilities remains a broader issue in lottery-linked marketing campaigns.
Applications and controversies
Consumer loyalty and brand strategies
From a marketing perspective, campaigns like this aim to consolidate loyalty toward PLUS in a competitive retail market. By linking shopping to football tickets, supermarkets capitalize on the strong emotional connection fans have with their clubs. Evidence suggests that such loyalty programs can increase short-term sales volume while embedding the brand into everyday routines. Nevertheless, the sustainability of consumer enthusiasm over multiple seasons remains uncertain.
Ethical considerations in lottery-based promotions
A core controversy relates to the ethics of embedding lottery mechanisms (mecanismos de lotería, sorteos basados en azar) within consumer purchases. While legally permissible in the Netherlands under regulated frameworks, these practices may encourage spending beyond necessity, especially among highly motivated fans. Consumer protection authorities generally require clarity about entry conditions, prize distribution, and statistical chances of winning. Evidence indicates that perceptions of fairness significantly affect consumer trust.
Football commercialization and fan experience
The integration of supermarkets, lotteries, and football clubs represents a growing trend of commercialization (comercialización, explotación de bienes o servicios con fines lucrativos). While this creates new access points for fans, critics argue that it further commodifies cultural practices and prioritizes consumption over sport itself. On the other hand, supporters argue that such partnerships fund grassroots initiatives and improve accessibility for fans who might not otherwise afford tickets.
Synthesis and projection
This campaign illustrates the multifaceted intersection of commerce, sport, and consumer psychology in the Dutch context. It highlights the role of retail chains in shaping fan experiences, the ongoing commercialization of football, and the ethical challenges of lottery-linked incentives. Looking ahead, further research may explore comparative cases in other European leagues, assess long-term consumer behaviors, and examine regulatory frameworks for transparency and fairness.
Sources
- Eredivisie. Official site. https://eredivisie.nl/
- PLUS Supermarkets. Corporate site. https://www.plus.nl/
- VriendenLoterij. Official lottery site. https://www.vriendenloterij.nl/
- Dutch Gambling Authority (Kansspelautoriteit). https://kansspelautoriteit.nl/
My Diary - Leonardo Cardillo 