They will collaborate in the field of innovation, vitality, entertainment, development and recruitment of talent. All parties share the ambition to put the Eindhoven region on the map as global leader in knowledge, high-tech development and innovation. “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”, says PSV General Manager Toon Gerbrands.

Appeal of the region

Speaking on behalf of the partners, Henk Valk, CEO Philips Benelux, says: “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.” Valk insists that PSV is more than football. “PSV unites”, he continues. “The club has won the hearts and minds of many people in the region, throughout the Netherlands and all over the world. Philips, ASML, High Tech Campus Eindhoven, Jumbo Supermarkets and VDL Group are all flourishing businesses and are among the top performers and specialists in their own field. We find inspiration from a shared past and together we will make the future. We will be able to reach a wide audience by means of this innovative collaboration.”

Innovative collaboration

PSV’s Commercial Manager Frans Janssen is a happy man: “This is the result of an extensive and constructive co-operation. Our current main sponsor energiedirect.nl informed us nearly one year ago that they would move their logo to the back of the PSV shirts from 1 July. We immediately got in touch with Brainport Eindhoven and told them this was an opportunity for them to adjust a traditional sponsor concept to a more innovative collaboration, which would enable more parties to participate. We create a genuine, tangible added value under the flag of Brainport Eindhoven to the companies, their employees and everyone concerned in the region.”

Several examples

Several projects have been launched the past few months that underline the strength of the new partnership. Thus PSV introduced a vitality wellness programme called PSV+, which is used by ASML employees, while PSV teamed up with Jumbo to start a Foodcoach programme. Philips and PSV have joined hands in the domains of health care quality and innovation. The sports performance centre at De Herdgang training ground, which will be realised the next few months, is an ambitious project. PSV will serve as a crowd puller on the international stage to draw the attention to attracting the right talent and companies in the Brainport Region. The international promotion of the business climate for high tech companies is a major theme in the new cooperation for High Tech Campus Eindhoven. VDL will use, among other things, PSV’s marketing strengths to inspire people to continue to work in a technical environment. “On top of these examples, this partnership has some special characteristics”, continues Janssen. “Making a stand for the region and its inhabitants is unprecedented. Moreover, the continuation of the partnership is a special phenomenon. This is going to be an evolving partnership, which other companies with an affinity for Brainport Eindhoven are expected to join in the near future. Therefore we will no longer refer to a ‘main sponsor or shirt sponsor’, but to premium partnership.”

Invest in everyday surroundings

The Brainport Foundation and the participating communities will not invest money themselves in the co-operation with PSV. John Jorritsma, Chairman of the Brainport Foundation and Mayor of Eindhoven revealed that this co-operation makes him feel proud. “PSV is an internationally renowned club and belongs to everybody. Trade and industry in the whole region work closely together in Brainport Eindhoven with the knowledge institutes and the authorities. That collaboration will bring jobs and prosperity for everyone in the region. So collaboration with PSV is a rational and clever move. Together we will see to it that the national as well as international appeal of Brainport Eindhoven will be strengthened even more, which will benefit everyone concerned.”