The power of a digital lottery in times of distance and uncertainty.
KNVB raised €62,000 —and stronger communities along the way
When clubhouses remained closed for months, sponsors pulled back, and membership retention became uncertain, the Royal Dutch Football Association (KNVB) sought a new way to support its amateur clubs. Their challenge: create a simple, scalable solution to raise funds quickly and transparently. The result? The KNVB Amateur Football Lottery — launched on 12 June 2021, during the National Football Day and the opening weekend of the UEFA European Championship.
How it worked
In collaboration with Lotify and Nederlandse Loterij, the KNVB launched a fully digital lottery. Through amateurvoetballoterij.nl, participants could buy a ticket for €2.50 to support their favorite club — and win prizes. Clubs didn’t need to worry about logistics: thanks to the Lotify platform, each club received a ready-to-share action page.
Tickets were purchased through their website, and buyers could select the club they wanted to support. 80% of the revenue from each ticket automatically went to the chosen club.
Flexible, scalable, and club-focused
All football clubs could join for free, however they seemed fit. Ambitious clubs were able to create their own customised action page on the Lotify platform and add a unique prize package. Anyone who purchased a ticket via a club’s specific page was automatically eligible to win these additional local prizes. This way, participants not only contributed to the national campaign but supported their own club directly.
Gamification to boost participation
Lotify added smart gamification features to increase engagement. A national leaderboard on the homepage showed the top-selling clubs, creating healthy competition and visibility. Unique to this campaign was the ‘teamlink’ functionality: team captains could generate a personalised sales link. All tickets sold through that link were counted towards their team. The best-selling team in the Netherlands won a special team prize — a fun incentive that boosted sales and strengthened internal engagement.
Results
€62,000 raised for amateur football
725 clubs sold tickets
152 clubs created a personalised action page
27 clubs offered their own prize package
More than just fundraising
The KNVB Amateur Football Lottery turned out to be more than just a fundraising tool — it helped clubs reconnect with supporters, engage volunteers, and boost community spirit. Lotify took care of the legal part and the technology, so clubs could focus on activating their supporters.
