Gaming center to open at Cars Jeans Stadium


ADO Den Haag will open a gaming and fun location at Cars Jeans Stadium Image: ADO Den Haag

The Dutch association football club ADO Den Haag (Netherlands) has struck a deal with the Sir Winston Leisure Group on November 19th, 2021. As part of the deal, the ADO Den Haag will open a gaming and fun location at their residence – the Cars Jeans Stadium in tandem with the Sir Winston Leisure Group.

The doors of the ADO Den Haag and Sir Winston Fun and Games center is expected to open in mid-Spring 2022.

The ‘ADO Den Haag’ stated that apart from extending and upgrading the sponsor contract, Harry Ballemaker (owner of Sir Winston Leisure Group) and ADO Den Haag have decided to do business together and become partners. In the coming months, initiatives will be taken in the former fan shop of ADO Den Haag to realize the concept of Sir Winston Fun & Games under the concept name: ADO Den Haag Fun & Games.

The ADO Den Haag is a Dutch association football club from the City of The Hague (Netherlands). They play in the Eerste Divisie, the second tier of Dutch football, following relegation from the Eredivisie (the highest level of professional football in the Netherlands) in the 2020-2021 seasons.

The 15,000-capacity Cars Jeans Stadium is a multiuse stadium in The Hague, Netherlands, designed by Zwarts & Jansma Architects. Completed in 2007, the stadium is used mostly for football and field hockey. It is also the home stadium of ADO Den Haag.

Netherlands-based Sir Winston Leisure Group is a forward-thinking family entertainment company with multiple entertainment and hospitality businesses. Sir Winston Leisure Group is also a regionally managed family business that distinguishes itself in the private casino market with its special business operations. In addition, the Sir Winston Leisure Group operates various family entertainment centers, a grand café- restaurant, a party center, and a fitness center.

The ‘ADO Den Haag’ further stated that the above deal fulfills a long-cherished wish of Harry Ballemaker.

Exulted Harry Ballemaker, “We are proud that together with ADO Den Haag, we can roll out our Sir Winston Fun and Games concept. In addition to our play locations in Schiedam, Amsterdam, Scheveningen, and Rijswijk, we are now adding the Cars Jeans Stadion – The Hague to our portfolio. I have many companies to my name, but this deal close to my heart and I am very happy about it.”

Commercial Manager Jesper van den Bosch stated, “Doing business together with a highly valued sponsor at a professional football organization is something you don’t hear often, you can call it rare. Half of every euro will immediately flow back to ADO Den Haag – the money which will be collected as a gaming and fun location will come up at the Cars Jeans Stadium as part of the deal. Apart from being a strategic partner, Sir Winston Leisure Group is now also a business partner of ADO Den Haag. This is indeed a great deal.”

In the past nine months, the ADO Den Haag has initiated a lot of steps with the aim of providing an enchanting experience to supporters of all age groups. All six days of the week children’s parties, corporate parties or groups of friends can come and just hang out or play in the stadium precincts.

ADO Den Haag thanked Harry Ballemaker and his group for reposing trust in the football club and stated that they “look forward to this collaboration with great hope and confidence”.

Sir Winston Fun and Games is a family entertainment center. A place where people of all age groups can meet and let their hair down. The center offers the latest games and also the classic arcade games.

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