How PLUS turns grocery shopping into matchday dreams with Seaters

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. 

Multiple	10.000+
VriendenLoterij eredivisie tickets distributed each week	PLUS customers requesting tickets weekly

Turning sponsorship into a customer reward

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.

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.

Setting the stage for future activations

This ongoing campaign shows how sponsorship benefits can be opened up to the entire customer base. With Seaters handling the logistics, PLUS can continue to run nationwide promotions that are simple to enter, exciting to win, and directly tied to the passion of football.