“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?”

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.