February 25 – Dutch champions PSV Eindhoven have announced a strategic partnership with global sports agency Wasserman, aimed at enhancing the club’s commercial operations.
The deal will see Wasserman conduct an extensive review of PSV’s sponsorship portfolio before developing a tailored strategy to optimise key revenue streams.
As part of the agreement, Wasserman will evaluate PSV’s existing partnerships – namely with front-of-shirt sponsor Brainport Eindhoven, kit supplier Puma, and electronics giant Philips – while also identifying new commercial opportunities. The review will focus on maximising the club’s major rights assets and ensuring PSV remains competitive in an increasingly lucrative football economy.
The need for a commercial revamp is evident when comparing PSV’s financial standing to that of their rivals. The club’s last available accounts for the 2023-24 season showed commercial revenue of €56.1million (£48.1m), significantly trailing behind Eredivisie competitors Ajax, who generated €76 million (£65.2m) in the same period.
This disparity extends beyond Dutch football. Clubs from Europe’s top five leagues—particularly the Premier League, Bundesliga, and LaLiga—are securing ever-growing sponsorship deals, widening the financial gulf between them and teams from smaller leagues.
PSV’s participation in the Champions League – where they will face Arsenal in the last 16 – provides a platform to increase their global visibility, but without a more robust commercial strategy, long-term competitiveness could remain a challenge.
Wim Mathues, Wasserman’s senior vice president of brands and properties for the Benelux region, 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.”
Frans Janssen, commercial director at PSV, added: “Home to a dedicated commercial rights division, we know Wasserman are experts in the commercial strategy space. 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.”
By bringing Wasserman on board, PSV are signalling their intent to bridge this gap and strengthen their position both domestically and in Europe. The question now is whether this partnership can unlock new revenue streams and push PSV closer to the financial heavyweights of European football.
Contact the writer of this story, Harry Ewing, at moc.l1740489664labto1740489664ofdlr1740489664owedi1740489664sni@g1740489664niwe.1740489664yrrah1740489664