PSV Eindhoven Debuts Longest-Ever Sponsor - Here Is Why
Jan 27, 2020, by Chris
- Sponsor Change: PSV Eindhoven replaced their usual sponsor logo with a long text detailing the club's history and connection to the Brainport Eindhoven region for a single match.
- Brainport Eindhoven: Brainport Eindhoven is a collaborative of companies, including Philips, ASML, and others, aiming to promote the Eindhoven region as a hub of technology and innovation.
- Marketing Campaign: The unusual kit text is part of a campaign to highlight the region's collaborative spirit and attract talent, with the shirt being given away through a contest.
This Sunday, PSV drew attention in the match against Twente with a long text applied in place of its master sponsor, Brainport Eindhoven. Let us find out why.
PSV Kit Tells History Of The Club Founded By Philips
PSV kit sponsor Brainport Eindhoven is not a single company, but a cooperation of several big companies from the region of Eindhoven. Brainport is a joint venture of companies and universities specialized in technology and innovation, as if it were a "Dutch Silicon Valley".
The action of the sponsor text was named 'het verhaal achter ons shirt' (History behind the shirt) and extols the history of the Club, which was founded by Philips, one of the main companies in this region.
Brainport Eindhoven removed the name ‘Metropoolregio Brainport Eindhoven’ from PSV’s shirt for one time and will replace it with the ‘story behind the shirt’. Giving the partnership a world first with the longest print on a shirt ever.
The story behind the partnership between the Dutch top companies Philips, ASML, VDL Groep, Jumbo Supermarkten, High Tech Campus Eindhoven and PSV will be told in as many as thirteen text lines. Both current and former PSV players around the world have committed themselves to the story by signing this exclusive shirt.
PSV legends and ambassadors Ji-Sung Park (South Korea), DaMarcus Beasley (United States), Sun Xiang (China), Luuk de Jong (all the way from Spain), Kalusha Bwalya (Zambia), Ritsu Doan (Japan), Francisco Rodriguez and Carlos Salcido (Mexico) have already promoted this special campaign in the run-up to the match against FC Twente in the Philips Stadium.
“When I came to the Netherlands, I didn’t know much about Eindhoven”, says Carlos Salcido. “But I soon found out that it is situated in a very special region. In Eindhoven, things are being invented and manufactured that are used all over the world. That is something to be proud of”.
“Cooperation is in our DNA”
The five companies are sharing a huge challenge: to attract and retain talent. In addition, they want to jointly invest in the business climate of Brainport Eindhoven and in the health of the employees and residents that work and live here. To enhance the national and international appeal of the region. By means of PSV as the linking pin.
“This is the story of our football club PSV, our pride and joy. But this story also emphasises the strength of Brainport. Because cooperation is embedded in our DNA. This innovative partnership gives us the opportunity to show even more people what Brainport Eindhoven is all about”, says Paul van Nunen, Managing Director Brainport Development.
“The partnership between the five companies, Brainport and PSV is unique. We have been busy to flesh out this partnership since last summer. This campaign is the kick-off for a number of specific projects of which the results will become visible to all in the coming period.”
Metropoolregio Brainport Eindhoven
With effect from the 2019/2020 season, the Dutch top companies Philips, ASML, VDL Groep, Jumbo Supermarkten and High Tech Campus Eindhoven have committed themselves as premium partners to PSV. The name of the partnership is ‘Metropoolregio Brainport Eindhoven’. The companies have the ambition to jointly promote the Brainport Eindhoven region even more distinctly as world leader in respect of knowledge, high tech and innovation.
Text on The PSV Kit
The motto ‘Strength through unity’, or as we in Brabant say ‘Eendracht maakt macht’, is central in PSV’s story. This motto also emphasises the strength of this region. Our region. Because cooperation is embedded in our DNA. Philips already realised this more than 125 years ago. In the technology region Brainport Eindhoven, both thinkers and doers are smartly working together. There is no place on earth like Brainport Eindhoven, where so many new ideas are being born every day. Together, we invent and build complex machines and innovative products that make the world a better place. That is why we are called the smartest region in the world. While we are constantly seeking out even smarter ways to improve things, the world is looking at how we are doing that. Since Brainport Eindhoven is the place where we help each other move forward. Where companies create new jobs at all levels. A place we all want to contribute to in our own way.
PSV fans will be given the opportunity to win the shirt in a contest at www.ourstorybehindtheshirt.com.
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Holstein Kiel 26-27 Special Kit Released - 80th Anniversary of the Federal State of Schleswig-Holstein
Holstein Kiel and Puma have officially released a new special kit for the 26-27 season, honoring the 80th anniversary of the federal state of Schleswig-Holstein. The bespoke shirt pays homage to the state's colors and maritime identity positioned between the North and Baltic Seas.
The Puma Holstein Kiel 26-27 special shirt features a dynamic diagonal design incorporating the state's blue, white, and red colors. A central white diagonal band is flanked by blue on the right shoulder and chest and red on the lower left flank, seamlessly blended through a pixelated sea spray gradient. Blue sleeves, red Puma logos, and a dual-colored V-neck collar complete the look, while the upper back is adorned with the official Schleswig-Holstein coat of arms placed above bold red Holstein Kiel text.
Produced with Puma's RE:FIBRE recycled fabric technology, the jersey features long-standing partner famila across the chest. The Holstein Kiel 26-27 special kit is available immediately through the club's official online store, retailing at €85.
SD Logroñés 26-27 Home, Away & Third Kits Released
Spanish Segunda Federación side SD Logroñés has officially unveiled its new kit collection for the 26-27 season, made by Japanese brand Mizuno. After wearing provisional shirts during the early stages of pre-season, the club has presented the definitive designs deeply rooted in local heritage and pride under the motto of celebrating their city and history.
The SD Logroñés 26-27 home jersey features the club's traditional red and white vertical stripes, outlined with black borders and highlighted by an illustration of Logroño's architectural skyline and iconic stone bridge across the chest. The away kit introduces a dark navy blue base enriched with vertical bands containing tonal grapevine patterns, paying homage to the winemaking tradition of La Rioja, complemented by red and white trim on the collar and cuffs.
Completing the collection, Mizuno and SD Logroñés have also revealed matching alternate designs in sky blue and vibrant yellow, both featuring the distinctive city skyline motif, alongside a fresh duo of goalkeeper jerseys prepared for the new campaign.
Newcastle United Announce SumUp Training Kit Sponsor Deal
Newcastle United has officially announced a new multi-year partnership with fintech firm SumUp, designating the British company as the club's Official Training Kit Partner. The deal sees SumUp become one of the Magpies' Primary Partners as well as the Presenting Partner of the Newcastle United Business Club.
As part of the agreement, the SumUp logo is featured across the front of Newcastle's Adidas training and pre-match warm-up apparel. The branding will be worn across all squads, including the men's first team, the women's team, and the academy setups. Reports estimate the value of the sponsorship at around £5 million per season.
Beyond the kit exposure, the collaboration will introduce a co-branded SumUp card designed to offer supporters exclusive rewards at official club stores and participating local businesses throughout the North East.
Red Star FC 26-27 Home Kit Released
French Ligue 2 side Red Star FC and Kappa have officially unveiled their new home kit for the 2026-27 season. Following the earlier launch of the street-art-inspired away shirt, the new home strip continues the club's tradition of bold, culturally rooted lifestyle-forward designs.
The Kappa Red Star FC 2026-27 home jersey combines the club's traditional green and white colors in a vertical block layout, highlighted by a wide green central band and green sleeve sections. Just like the away shirt created in collaboration with artist Lorem, the green panels are covered with an intricate doodle graphic pattern referencing elements from the club's storied history and Saint-Ouen culture. The shirt is rounded off with a classic green polo-style collar with a subtle V-neck cutout and the sponsor TRUST IT placed across the chest.
Green shorts and white socks complete the full look of the new Red Star FC 26-27 home strip by Kappa.
Manfredonia Calcio 1932 26-27 Home Kit Released
Italian Serie D side Manfredonia Calcio 1932 has unveiled its new home kit for the 26-27 season, produced by Italian kit supplier Givova.
The Givova Manfredonia Calcio 1932 26-27 home shirt features the club's traditional vertical stripes in sky blue and white. The light blue stripes include subtle tonal gradients for added depth, complemented by a simple round collar, white sleeves with repeated Givova logos across the shoulders, and the Vitulano Drugstore sponsor across the front.
White shorts and socks are set to complete the new Givova Manfredonia Calcio 1932 2026-27 home kit.
Club Africain 26-27 Home Kit Released
Tunisian powerhouse Club Africain has officially unveiled its new home kit for the 2026-27 season. The launch marks the beginning of the club's new technical partnership with Spanish sportswear brand Kelme.
The Kelme Club Africain 26-27 home jersey stays true to the club's historic identity, featuring the iconic red and white horizontal hoops. For the new campaign, the hoops incorporate a modern distressed, brush-stroke effect across the front and back. The shirt is complemented by a white V-collar with subtle red trim and matching sleeve cuffs, while the Kelme paw logo and Ooredoo sponsor sit seamlessly within the design.
White shorts and socks complete the new Club Africain 2026-27 home strip. The jersey retails for 159 TND and is available through the club's official Boutique Lefri9i stores.
Lovely: RC Strasbourg 26-27 Third Kit Features Bespoke Patterned Sponsors
RC Strasbourg and adidas have added an exceptional custom touch to the French side's 26-27 third shirt. Released as part of the club's 120th anniversary celebrations with a retro black-and-deep-blue striped look inspired by the 1946-47 season, the jersey features a subtle repeating pattern of Strasbourg's vintage diamond RCS crest embedded directly within the black infill of both the main Winamax chest sponsor and the secondary és logo.
Hummel US Granville 26-27 Home & Away Kits Released - No More Puma
French club US Granville has officially revealed its new home and away kits for the 2026-27 campaign, marking the start of a new partnership with Hummel. The Danish brand takes over from Puma as the official technical supplier for the side.
The Hummel US Granville 26-27 home shirt is predominantly white, featuring an eye-catching graphic pattern of wavy blue vertical pinstripes running across the front body. Royal blue accents appear on the crew neck collar, side panels, and sleeve cuffs, complemented by Hummel's trademark chevrons on the shoulders and a centrally placed club crest.
Sharing the same visual template, the US Granville 2026-27 away jersey reverses the color scheme with a royal blue base and light blue wave line graphics. The away shirt is completed with clean white Hummel chevrons and monochrome sponsor detailing across the chest.
