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Brands join forces with PSV to make ‘Brainport Eindhoven’ shirt deal

Five Dutch companies will pay for the main shirt partner position at Dutch Eredivisie club PSV Eindhoven from next season under the ‘Metropolitan Region Brainport Eindhoven’ banner.

Brainport Eindhoven is an existing collaboration between regional municipalities, companies and knowledge institutions that are active in and around the city of Eindhoven. The organisation’s goal is to develop technologies that change lives.

Under the PSV deal, ASML, Philips, High Tech Campus Eindhoven, VDL Group and Jumbo Supermarkets will become Premium Partners of PSV under the Brainport Eindhoven name.

The companies aim to put the Eindhoven region on the map as a global leader in knowledge, high-tech development and innovation.

Toon Gerbrands, the club’s general manager, said: “This is a first in the history of top sport. We will create a new ecosystem and the way we will do it is characteristic of the interconnection in this region.”

Speaking on behalf of the partners, Henk Valk, chief executive of Philips Benelux, said: “All companies in the region help to build Brainport Eindhoven as a leading world class and innovative top technology region. We all have one big challenge: to attract and retain the right talent.

“On top of that we want to invest in the business climate and the health of employees and inhabitants so that we can strengthen the national as well as international appeal of the region. By joining forces we stand strong internationally.”

The main shirt partner position became available when the club’s current main sponsor energiedirect.nl decided to move its logo to the back of the PSV shirts from July 1, 2019.