Claudia Sampaio and Yvonne de Liefde are joining the Dutch Lottery. Sampaio will become Director of Retail, joining from Coca-Cola Europacific Partners, where she served as Associate Director of Retail in recent years.

Yvonne de Liefde, until recently Manager of Global Heineken Sponsorship Events, will take on the role of Head of Sponsoring and Partnerships. Both will start at the largest gambling organization in the Netherlands on September 1st.

Arno de Jong, CCO of the Dutch Lottery: “With Claudia and Yvonne, we are gaining a wealth of experience in retail and sales management, as well as in sponsoring and partnerships. Both have a proven track record of building meaningful collaborations, a strategic perspective, and are capable of further strengthening the organization and preparing it for the future.”

In her new role, Sampaio will be responsible for the entire retail organization of the Dutch Lottery. Sampaio: “I’m thrilled and honored to be joining the Dutch Lottery. Together with the various teams, we’ll ensure we’re at the forefront of the transformations currently underway in the Dutch retail sector, both in existing channels and with new customers.”

Sampaio began her career at Procter & Gamble and subsequently held various positions at Perrigo Netherlands. Since May 2022, she has been employed by Coca-Cola Europacific Partners.

Head of Sponsorship & Partnerships

De Liefde will be responsible for the strategic management and operational execution of sponsorship contracts with organizations including TeamNL, the Royal Dutch Football Association (KNVB), various football clubs in the Eredivisie (Dutch Premier League) and the Women’s Eredivisie (Women’s Premier League). De Liefde: “I’m proud to take on this new role.

For many years, the Dutch Lottery has demonstrated the unifying power of sport. I look forward to working with the team to make these fantastic gaming brands even more successful and thus contribute to the Dutch Lottery’s mission.” De Liefde began her career at the event organization Trefpunt and subsequently worked for De Lotto and KPN, among others, in various marketing communications roles. Since 2013, she has worked at Heineken and has been responsible for collaborations with NOCNSF, KNVB, and the introduction of Birra Moretti in the Netherlands.

About the Dutch Lottery The Dutch Lottery is the largest gambling provider in the Netherlands, with ten game brands: Staatsloterij, Lotto, Eurojackpot, Miljoenenspel, Lucky Day, Krasloten, TOTO Winkel, TOTO Sport, TOTO Casino, and Winnitt.

In 2024, the Dutch Lottery distributed €5.3 billion in prize money to its players (including gambling tax). Every year, the Dutch Lottery donates almost all of its proceeds to Dutch sports through NOCNSF, to 18 charities in the fields of health, exercise, and well-being, and to Dutch society through the Ministry of Finance. In 2024, this amounted to €203.6 million. This makes the Dutch Lottery the driving force behind sports and exercise in the Netherlands.