eToro Renews AZ Alkmaar Sponsorship as Football Faces Big Changes

Online trading platform eToro has extended its sponsorship deal with Dutch football club AZ Alkmaar. The partnership, which started in 2023, will now continue until 2027.

This new deal comes as European football faces major changes in sponsorship rules. In the UK, betting companies will soon be banned from putting their logos on the front of Premier League shirts. Right now, 11 clubs have such deals, worth more than £100 million in total. When the ban begins, its expected that fewer gambling sponsors will be involved in football, leaving more room for companies like eToro.

AZ Alkmaar has performed well during its first year working with eToro. The club remained near the top of the Dutch Eredivisie league, made it to the final of the KNVB Cup, and had strong home games in the UEFA Europa League.

As part of the renewed agreement, eToro will continue to appear on matchdays at AZs home stadium, the AFAS Stadium. The partnership will also include video and social media content with players, along with special events for eToro clients.

eToro said the relationship with AZ has always felt like a good match. The company believes that the clubs team spirit and drive for success are similar to its own goals. The decision to extend the deal shows both sides are committed to growing together, on and off the pitch.

eToro has been very active in sports sponsorship across Europe. In the 2024–25 season alone, it spent $10.7 million on sponsorship deals. The company also supports teams in the English Premier League, Germany‘s Bundesliga, UK Premiership Rugby, and Australia’s A Leagues.

This move helps eToro stand out from other trading firms like Swissquote and Plus500, which are also involved in sports sponsorship. But as betting firms face tighter rules, eToros position as a non-gambling brand could give it an advantage when football clubs look for new partners.

With major changes coming to how football sponsorship works, eToro‘s growing role shows how financial companies may help shape the sport’s future. As clubs look for safer and longer-lasting partnerships, brands like eToro could become key players in the next chapter of football marketing.