Summary
- The Dutch Lottery proudly announced that Yvonne de Liefde and Claudia Sampaio have been appointed.
- One has stepped into the role of Head of Sponsoring and Partnerships, while the other is taking charge as Director of Retail.
- Come September 1, 2025, the two executives will officially step into their new roles.
The Dutch Lottery, the largest gambling provider in the Netherlands and home to ten popular game brands like Eurojackpot, Lotto, and Lucky Day, has just bolstered its team with two key senior-level appointments. On Wednesday, it was announced that the seasoned executives Yvonne de Liefde and Claudia Sampaio have joined Nederlandse Loterij, bringing their extensive expertise and leadership to the forefront of the organization.
Two experienced execs bolster the Lottery's C-suite
When De Liefde stepped into her new role as Head of Sponsoring and Partnerships at the Lottery, she embraced an exciting challenge. Her mission is to forge and nurture strategic collaborations, ensuring both the renewal of existing agreements and the creation of new ones. Working at the Dutch Lottery, she will engage with esteemed organizations such as the KNVB, TeamNL, and various football clubs from the country's top division, including the Women's Premier League. Meanwhile, on a parallel journey, Sampaio is taking on the pivotal role of Director of Retail. His stewardship will encompass the entire retail organization of the Dutch Lottery, a responsibility integral to its success. In a significant development last month, the Dutch Lottery revealed that Alexander Pechtold, serving as the chairman of its Supervisory Board, intends to step down, marking a moment of transition for the organization.
Sampaio and De Liefde have a track record and solid experience
I am truly honored to step into this new position. For years, the Dutch Lottery has proven how sport can bring us together, a sentiment I hold dear. I am eager to collaborate with our team to elevate these fantastic gaming brands, furthering the Dutch Lottery’s mission. Sampaio shared my enthusiasm, expressing excitement about joining the Dutch Lottery and embracing this significant role. She is eager to ensure, alongside various teams, that we remain leaders in the evolving Dutch retail landscape, reaching both existing and new customers alike. Arno de Jong, the Chief Commercial Officer of the Dutch Lottery, warmly acknowledged the wealth of experience we bring. He sees our appointments as pivotal in enhancing the Lottery’s strengths. With their track record of fostering valuable partnerships and a strategic outlook, both are well-equipped to advance and future-proof the organization, De Jong concluded. De Liefde brings with her a wealth of experience, having started her career at Trefpunt and later moving on to KPN and De Lotto, before her recent tenure at Heineken as Manager of Global Sponsorship Events. Sampaio’s career took off at Procter & Gamble, followed by a role at Perrigo Netherlands, and most recently, she was the Associate Director of Retail at Coca-Cola Europacific Partners.
