KPN, the Dutch telecoms company, will remain as the main sponsor of Dutch soccer’s Eredivisie for another four years.

The deal will run until the 2024-25 season, with the option for another year.

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The telecoms company has held this role since the start of the 2017-18 season, although the pair's relationship goes back to 1990.

Frank Rutten, managing director of media and marketing at Eredivisie, said: “KPN and Eredivisie football each know how to connect people throughout the country in their own unique way. We are therefore pleased to be able to add a new chapter to the already rich history between KPN and the Eredivisie.”

Mark Versteegen, director of sponsoring at KPN, added: “Football is and will remain the largest sport in the Netherlands and has the power to connect people. We are pleased to continue our main sponsorship of the Eredivisie. 

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“We will again make a positive contribution to football in the coming years. Starting with an anniversary season in which we will make it a party together with the Eredivisie and all football fans. On the field and through our online program 'Outside the lines'.”

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In addition, Eredivisie has partnered with Procter & Gamble, the international household products giant, for a minimum of two years.

P&G’s shaving products brand Gillette will launch a series of fan activations throughout the upcoming season via the Faces of Football Campaign.

The Eredivisie 2021-22 season begins today (Friday), and runs until 15 May.

The brand will serve as partner to the league alongside Holland Casino, ESPN, Amazon, Sport Direct and, of course, KPN.

Frank Rutten, director of media and marketing at Eredivisie, said: “The Gillette brand already has a close connection with football and we look forward to expanding this together over the next two years. We do this, among other things, by developing new relevant content that will find its way to the public on all our platforms. We warmly welcome Procter & Gamble as supplier of the Eredivisie.”