eToro has extended its sponsorship agreement with Dutch football club AZ Alkmaar. The partnership, which began in 2023, will now run through 2027.

The extension comes at a time of change in the European sponsorship landscape. The UK is preparing to ban betting firms from placing their logos on the front of Premier League shirts. Currently, 11 clubs display such branding, with a combined value of £101.1 million. The ban is expected to reduce demand from gambling sponsors and open opportunities for non-betting brands like eToro.

eToro Extends Partnership with AZ Alkmaar

During the initial term, AZ maintained its position among the top clubs in the Eredivisie. The team also recorded strong home performances in the UEFA Europa League and reached the final of the KNVB Cup.

Under the renewed agreement, eToro will continue to have matchday visibility at AZ’s home ground, the AFAS Stadium. The partnership will also include content collaborations with players and events for eToro clients.

“From day one, this partnership has felt like a natural fit,” said Shany Hahn Shalom, eToro’s Regional Manager for the Netherlands and the Nordics.

“Teaming up with a club like AZ, which mirrors that sense of unity and ambition, makes perfect sense. With the extension through 2027, both AZ and eToro are doubling down on their commitment to long-term progress, on the pitch and beyond.”

You may find it interesting at FinanceMagnates.com: Money Time: How Much Fancy Sport Sponsorships Actually Cost?

eToro Sponsors Multiple European Sports Leagues

eToro has been active in sports sponsorship across Europe. It spent $10.7 million on sponsorships during the 2024–25 season. Other major brokers in this space include Swissquote and Plus500.

In addition to AZ, eToro holds sponsorship agreements in the English Premier League, German Bundesliga, UK Premiership Rugby, and Australia’s A Leagues.