Dutch Eredivisie football club ADO Den Haag will open a casino space at Cars Jeans Stadion through a partnership with local company Hommerson.
ADO Den Haag has signed a five-year deal with Hommerson, which will set up a casino near the entrance of the club’s 15,000-seat stadium. The casino will occupy the space previously known as the Zuiderpark Lounge.
It is hoped the new casino will increase the attractiveness of the stadium both on match days and non-match days. Work on the casino is at an advanced stage and the space will open on January 20 if COVID-19 guidelines allow it to do so.
Hommerson director Remco van den Berg said: “This is something we have been working on for a long time and are really looking forward to. We looked around this area for a long time and eventually our eye fell on the main building of ADO Den Haag. When we walked into the Zuiderpark Lounge there, we immediately saw it: there simply had to be a casino.
“The facilities are available and everything is in order. We took up the gauntlet with Mohammed Hamdi (ADO Den Haag managing director) and are very proud that the talks have resulted in this collaboration. As a committed entrepreneur in the Hague region, the pride of ADO Den Haag was already present, but it is even more special if part of your company can be located at the club. That will give us a wonderful feeling every day.”
Hamdi added: “During my first conversations with Hommerson it became immediately clear that this would be a unique partnership. The collaboration in this form – with the rental location, sponsorship and activation – is one of the largest partnerships in the history of our club.
“A beautiful casino in the Cars Jeans Stadion gives this even more shine. The playing location also contributes to the area development around the stadium. It creates opportunities for even more business and commercialisation. Thanks to Hommerson, the eyes of other parties will be opened. A night out at the Forepark will become increasingly tempting, especially during and around competitions. That’s why I call this a ‘collaboration 3.0’.”
Image: ADO Den Haag