Under the four-year deal, branding for the Dutch-facing Kansino site will appear on the front of AZ Alkmaar players’ shirts.
Kansino will also support the clubs social and community programs within the new Alkmaar Zaanstreek Foundation. Incidentally, Foundation branding will replace the Kansino logo on the front of replica shirt for fans under the age of 18.
“This collaboration lays a solid foundation for the future and gives AZ the space to take another step with its ambitions,” AZ general manager Robert Eenhoorn said. “The fact that Kansino is also driven to make an important contribution to the social objectives of our club shows what they consider important as a company.”
Play North chief executive Klas Winberg added: “Increasing the brand awareness of Kansino will help consumers to play in a safe environment. The regulated gaming market leads to better protection for consumers.
“In addition, we are convinced that with extensive partnerships such as this we can give Dutch sport an extra boost.”
The deal was possible as Play North holds a licence to operate Kansino in the Netherlands. Dutch law states advertising or marketing online gambling of any kind is limited to operators that have a licence.
Last month, Dutch gambling regulator de Kansspelautoriteit wrote to more than 50 affiliate sites active in the country to remind them of the laws regarding the advertising of online gambling.