PSV Announce New Main Sponsor "Brainport"

Mar 25, 2019

by Pat

Eredivisie champions and current leaders PSV Eindhoven have announced "Metropoolregio Brainport Eindhoven" as their new main sponsor starting next season.

Brainport is a collaboration between several companies from the Eindhoven metropolitan area: PSV founder and iconic longtime sponsor Philips is amongst them as are ASML, High Tech Campus Eindhoven, VDL Groep and Jumbo Supermarkets. Brainport Eindhoven aims to promote the region more prominantly as a world leader in knowledge, high-tech and innovation.

Replacing current sponsor Energiedirect, who replaced Philips in 2016, the new sponsor and PSV have signed a multi-year deal.

Toon Gerbrands, managing director at PSV, comments: "This is a first in the history of top sport. We are creating a new ecosystem and the way in which this region's interconnectedness and cooperation is characterized by it".

Henk Valk, CEO of Philips Benelux, is also delighted: "All companies in the region are helping to build the Brainport Eindhoven brand as an innovative, world-class top technology region. We share one major challenge: attracting and retaining talent. We also want to invest in the business climate and the health of employees and residents, so that we can strengthen the region's national and international appeal."

PSV commercial director Frans Janssen said the following: "This is the end result of intensive and constructive cooperation. Almost a year ago, our current main sponsor energiedirect.nl announced that they wanted to move to the back of our shirt. Almost immediately afterwards, we informed the Brainport Foundation, the brand owner of Brainport Eindhoven, that there was an opportunity to turn a traditional sponsorship concept into an innovative collaboration from which many more parties could benefit."

The exact value of the deal was not confirmed by the parties involved. Janssen, however, indicated that the yearly amount is significantly higher than the €6 million previously paid by Energiedirect.