Dutch Lottery Appoints Yvonne de Liefde and Claudia Sampaio to Senior Leadership Roles

Amsterdam, [Date] — The Dutch Lottery (Nederlandse Loterij), the largest gambling provider in the Netherlands and operator of popular brands including Eurojackpot, Lotto, and Lucky Day, has announced two senior-level appointments to strengthen its executive team.

Yvonne de Liefde has been appointed as Head of Sponsoring and Partnerships, while Claudia Sampaio will serve as Director of Retail. Both executives will officially take up their new roles on September 1, 2025.

In her new role, De Liefde will be responsible for overseeing the Lottery’s strategic partnerships and sponsorships, managing collaborations with key organizations such as the Royal Dutch Football Association (KNVB), TeamNL, top-flight football clubs, and the Women’s Premier League. Sampaio will oversee the entire retail division, leading efforts to innovate and transform the Dutch Lottery’s retail operations across existing and emerging channels.

Expressing her enthusiasm, De Liefde stated, “I’m proud to take on this new role. For many years, the Dutch Lottery has demonstrated the unifying power of sport, and I look forward to working with the team to make these fantastic gaming brands even more successful and contribute to the Lottery’s mission.”

Sampaio added, “It is thrilling to join the Dutch Lottery at this pivotal time. Together with the teams, we’ll ensure we remain at the forefront of the retail sector’s transformation, engaging both current and new customers.”

Arno de Jong, Chief Commercial Officer at Nederlandse Loterij, welcomed the appointments, noting: “Both Yvonne and Claudia bring extensive experience, a strategic perspective, and a proven track record of building meaningful collaborations. Their leadership will strengthen our organization and prepare us for the future.”

De Liefde’s career spans roles at Trefpunt, KPN, De Lotto, and most recently, Heineken, where she was Manager of Global Sponsorship Events.