“I never understood why every football club has one main sponsor? Why would you always have one sponsor and then all the other ones pay a bit less?”

31 December 2020

Photo: PA Images Philips Stadium in Eindhoven were rocking back in July 2018 when Donyell Malen scored the 3-2 winner in the last minute in the Champions League qualification match against FC Basel.

When PSV Eindhoven commercial director, Frans Janssen, joined the club, immediately he questioned the mindset that most sponsorship deals are based on. He wanted to do something different – and convinced the board to do so.

Just recently, PSV confirmed the agreement of a 10-year extension with Philips as the original founders announce a further five more years as part of this premium partnership with a high tech hub.

This latest deal will see Philips pay a reported €2.5 million per year to the club, an increase from the €1.5 million annual fee included the existing contract ending next year.

Offthepitch.com speaks to Janssen as well as Philips Brand and Sponsorships Manager, Guus Pennings, in two exclusive interviews.

The recent announcement of a 10-year extension between PSV and Philips has further strengthened their 107-year bond as the world’s longest running partnership.

Philips for so long had been PSV’s main sponsor, the first ever to feature on the front of a Dutch football team’s shirt.

The multinational conglomerate are now catalysts to what PSV’s Commercial Director, Frans Janssen, refers to as a “premium partnership” with Brainport Eindhoven which is one of the most famous high-tech hubs in the world.

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