Very moreish!

For some people, the name took some getting used to at first. But the Keuken Kampioen Division (Keuken Kampioen means ‘kitchen champion’ and is the name of a Dutch kitchen suppliers) has since become a household name in Dutch football. It’s a spectacular competition that serves as a stepping stone towards national and international top-level football.

That also goes for Keuken Kampioen, who has seen immense growth in its brand recognition. It is for this reason that Keuken Kampioen, part of The Mandemakers Group, has extended its contract with the Cooperative First Division (in Dutch: Coöperatie Eerste Divisie /CED) indefinitely. And that’s pretty unique these days. A true vote of confidence and proof of their love of football.

We’ve noticed that lending our name the Keuken Kampioen Division has had a hugely positive impact on all aspects of our brand. The competition, which represents quality, experience and accessibility, suits us down to the ground. We believe that by announcing an indefinite extension at this time, we are sending a tremendously positive message to the clubs in the Keuken Kampioen Division. We hope in this way to show that we have every confidence in the future of the competition.

— Wim de Ruiter, Director at DMG Holding

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