VriendenLoterij is a Dutch lottery organization that supports charitable causes in culture, sports, and welfare throughout the Netherlands. Participants can purchase lottery tickets linked to their bank accounts and choose which initiatives they want to support. A significant portion of the proceeds goes directly to these selected causes.

The company offers a VIP Card to all players, providing free access to over 150 museums and discounts on various cultural and recreational activities. VriendenLoterij also features games like the "VriendenLoterij Miljonairs," which engages ticket holders as participants in a game show format. In 2023, the organization generated revenues of €341.6 million and donated €143.4 million to various good causes, demonstrating its commitment to making a positive impact on Dutch society.

Additionally, VriendenLoterij has become the title sponsor of the Eredivisie, the top-tier Dutch football league, starting from the 2025-26 season. This partnership highlights the company's dedication to supporting sports and community well-being in the Netherlands.