In 2004, Holland Casino received the ‘Sponsor Ring’ award, the country’s top prize for sponsorship projects. Each year, the Sponsor Rings are awarded to the previous year’s best sponsorship projects in the categories sport, art, social endeavour, culture and entertainment, and media. Holland Casino won the award in the sport category for its sponsorship of the Dutch Football Premiership League (Eredivisie).
The contract with Eredivisie NV was not renewed in May 2005, whereupon Holland Casino decided to refocus its sponsorship efforts. After exploring the different options, Holland Casino chose the culture and entertainment category.
See also: Social sponsorship.