Dutch energy company Energiedirect.nl has agreed a shirt sponsorship deal with the country’s Eredivisie football club PSV Eindhoven.
The three-year deal will become effective on July 1 and will run until the end of the 2018-19 Eredivisie season. PSV confirmed the deal would be worth €6m ($6.7m) per season plus performance-related bonuses.
As part of the deal, the company’s branding will appear on the club’s home, away and training shirts from the start of the 2016-17 pre-season campaign.
Mark van Zon, commercial manager of Energiedirect.nl, said: “PSV are a great club with a rich history, generally considered one of the top three teams in the Netherlands. PSV are above all a club which seeks innovative ways to realise their ambitions to grow in a clever and effective way, just like Energiedirect.nl. We aim to increase our brand awareness and, by cooperating with PSV, to get consumers in the Netherlands acquainted with our unique and straightforward mentality.”
Energiedirect.nl will replace technology company Philips as PSV’s shirt sponsor. Philips confirmed last April that the 2015-16 season would be its last as the club’s shirt sponsor, although the company will remain a key partner until the end of the 2025-26 campaign after signing a long-term extension to its contract in November.
Philips will continue to serve as the naming rights partner of PSV’s Philips Stadion, while from next season the ‘PSV founded by Philips’ message will also appear on the club’s shirt sleeves.
Philips has served as the main shirt sponsor of PSV, which was founded by Philips employees in 1913, for the past 34 years.