How PLUS turns grocery shopping into matchday dreams
From the start of the 2025–2026 season, PLUS became an Official Partner of the VriendenLoterij Eredivisie. This gave them the opportunity to connect with football fans across the Netherlands in a meaningful way.
Thanks to its sponsorship, PLUS has access to VriendenLoterij Eredivisie tickets. By collaborating with Seaters, they give their customers a fair shot at winning one of these tickets and attending the match of their choice.
The giveaway process is directly connected to the PLUS application, which has a digital wallet. For each purchase above €25 in a PLUS supermarket, a customer gets 1 point, with this they can enter a competition to get a chance to win two tickets to see their favourite VriendenLoterij Eredivisie club live.
10K+tickets requested per week
2+years of collaboration and partnership
Seaters provides full integration, ensuring a seamless process for users:
Single Sign-On (SSO)
Customers can log in using their existing Mijn PLUS account
Points
If a customer enters a competition, their points are automatically retrieved and deducted from their digital PLUS wallet
Random selection
Winners are selected randomly
Efficient ticket distribution
Tickets are quickly distributed, so fans can be in their seats in time for the event
Thijs Junte
Marketing Manager at Plus Retail
Our goal as an Official Partner of the VriendenLoterij Eredivisie was to connect with football fans across the Netherlands in a truly meaningful way. The collaboration with Seaters has been instrumental in this, allowing us to seamlessly integrate our sponsorship benefits directly into the PLUS app in a short timeframe. Seeing that over 10.000 customers are requesting tickets on a weekly basis confirms we're successfully turning everyday grocery shopping into matchday dreams.
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