Dutch football club PSV Eindhoven (PSV) has enlisted the help of sports, music and entertainment company, Wasserman to strengthen its commercial strategy.
Before implementing any changes, Wasserman stated it would first conduct an audit of PSV’s current commercial performance. This review will assess the club’s sponsorship portfolio and identify opportunities for future growth.
Following the audit, Wasserman will develop a tailored commercial growth strategy, focusing on optimising PSV’s major rights assets.
Frans Janssen, Commercial Director at PSV, commented: “Wasserman is one of the most esteemed and credible businesses operating in the sports industry, boasting an unrivalled global network. Home to a dedicated commercial rights division, we know Wasserman are experts in the commercial strategy space.”
As noted by Janssen, Wasserman specialises in marketing, talent representation and media rights, representing athletes, coaches, broadcasters, musicians and brands worldwide.
Wim Mathues, SVP of Brands and Properties, Benelux at Wasserman, said: “Our mission is to drive commercial growth and unlock the full potential of PSV Eindhoven’s brand and sponsorship assets, including the most optimal go-to-market strategy.
“This collaboration is a testament to the club’s ambition to remain a leader both on and off the pitch.”
PSV is not only one of the biggest teams in the Netherlands but also historically successful in European competitions. Founded in 1913, it has won 25 Eredivisie titles and boasts major achievements, including the 1978 UEFA Cup and the 1988 European Cup – securing the latter as part of a treble-winning season.
Given this history, PSV’s brand is widely recognised across the Netherlands and Europe, giving Wasserman strong leverage when attracting new sponsors. Some of the club’s current partners include fintech company Ebury, sportswear brand Puma, automotive giant BMW and gambling firm VriendenLoterij.
PSV has remained consistent by being more transparent with fans regarding its commercial strategy than other clubs. In 2019, the club conducted a fan consultation to understand season-ticket holders’ views on potential sponsorship deals with online gambling companies.
While PSV already has a gambling sponsor in VriendenLoterij, additional partnerships in the sector could be a viable revenue source. However, it remains to be seen whether the club’s new commercial strategy will continue to incorporate fan preferences as openly as before.
Janssen concluded: “Coupled together with the in-depth understanding of the Dutch football landscape provided by Wim and his team, we are confident they can support us in unlocking the full commercial potential that PSV has to offer, which in turn will help elevate the club to even greater heights both on and off the pitch.”
