KNVB and Bitvavo extend partnership until 2026

The KNVB and Bitvavo have extended their partnership until July 2026. As the crypto market is growing and maturing, the KNVB and Bitvavo aim to further familiarize the football world and the Netherlands with the safe buying, selling, and storing of digital assets. The largest Dutch asset trading platform has been a partner of Dutch football since March 2022, alongside ING, Nike, KPN, Albert Heijn, and Nederlandse Loterij.

Innovation is central to the partnership between the KNVB and Bitvavo, especially in the field of the Oranje experience. During the 2022 World Cup, Bitvavo developed an advanced robotic arm that placed signatures of Dutch players on newly purchased Dutch shirts. In 2023, Bitvavo activated holograms to cheer for the Dutch national team during the Nations League Final Four together with Dutch legends Marco van Basten and Anouk Hoogendijk. The KNVB and Bitvavo will also use the European Championships in Germany to publicize the collaboration innovatively and creatively, they will look at joint activations in and around the host cities.

Long-term

“The extension of our collaboration with Bitvavo enables us to offer our fans an even more innovative Oranje experience,” says Dave Dekker, commercial director of the KNVB. “Bitvavo's creative approach has proven to be a valuable addition to our partnership, such as the robot arm during the 2022 World Cup that brought Dutch fans closer to the players through signatures. Of course, we will also create something innovative during the upcoming EURO2024.”

Champion of Europe

“We see the partnership with the KNVB as a long-term collaboration,” says Marijn van de Ven, CMO of Bitvavo. “We recognize ourselves in the objectives that the Dutch national team has set for itself. In our market, we are aiming for European market leadership and we are in competition with major international players. The way in which the Netherlands has become great in football and has managed to maintain its top position among much larger countries for decades is an example in that sense.”