Dutch soccer heavyweights PSV Eindhoven have unveiled a strategic partnership with global sports agency Wasserman.
Through a tie-up announced today, Wasserman is initially set to review the club’s commercial operations, before working with PSV to create a tailored strategy in that area, “with a focus on how to optimize major rights assets.”
Go deeper with GlobalData
The review will involve an evaluation of the club's current sponsorship portfolio and potential future opportunities in this sector.
Current prominent partners and sponsors of PSV include the club’s front-of-shirt sponsor Brainport Eindhoven, the commercial body of the Eindhoven municipality, kit manufacturer Puma, and electronics firm Philips.
The Brainport-PSV tie-up has been valued by GlobalData Sport at $8.75 million during the ongoing 2024-25 campaign.
Online trading platform iForex, meanwhile, is a club partner specifically for games in the lucrative 2024-25 UEFA Champions League, in which PSV will play England's Arsenal in the round of 16 over two legs, after qualifying from the group stages and knockout play-off.
The last set of available club accounts, for the 2023-24 season, show PSV brought in commercial revenue of €56.1 million ($58.7 million) that campaign.
This does not compare favorably to the €76 million of commercial revenue secured in 2024 by their Eredivisie rivals Ajax.
Wim Mathues, Wasserman’s senior vice president of brands and properties for the Benelux region, has 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.”
