Netherlands

Latest Features

Dutch clubs like SC Heerenveen have sold large numbers of season tickets prior to the 2020-21 Eredivisie season, despite there being no guarantees spectators will be allowed to attend matches. Callum McCarthy reports.

Ajax's global popularity outstrips all of its domestic rivals, allowing the club to position itself as a brand platform for the Netherlands and beyond. Its chief commercial officer, Menno Geelen, tells Adam Nelson about the effects of Ajax's surprising run to the Champions League semi-finals, and how a creative commercial department has helped the club compete at the highest level.

The ever-growing influence of Europe’s top-five leagues is squeezing the life out of professional football in Europe’s lowlands. Callum McCarthy examines the commercial pros and cons of a merger between the Dutch Eredivisie and the Belgian Pro League.

Rob Ridley investigates the business case behind cycling's new Hammer Series.

The Holland Heineken House is an all-round meeting place, office and famous party venue jointly organised by the Dutch brewer Heineken and the Dutch Olympic committee NOC*NSF. The House has been set up at every summer and winter Olympic Games since 1992 in Barcelona, and is opened up to visitors during the day to watch Olympic events on big screens amongst providing other entertainment.

Dutch public-service broadcaster NOS has secured rights to the Netherlands’ qualifying matches for the 2023 Fifa Women’s World Cup and the Uefa Women’s Euro 2025. T

A Dutch court has ordered that the VoetbalTV OTT platform, which showed amateur football matches, does not need to pay a €575,000 ($674,000) fine levied against it by the country’s Data Protection Aut…

Dutch esports league, the eDivisie, has revived its sponsorship association with telco KPN, returning as an official partner of the Netherlands' official FIFA league

Netherlands-based esports league, the eDivisie, has signed up multinational clothes retailer H&M as a sponsor

Features

The English Premier League looks set for another bumper increase when it sells its domestic broadcast rights next year. But what strategies are currently being discussed to try and replicate that kind of increase in the other big four European football leagues? Frank Dunne, Editor of TV Sports Markets, asked the decision-makers in Spanish, French, German and Dutch football at last month’s SPORTELMonaco.

Johan Cruyff, football legend and founder of the sport management institute that bears his name, writes exclusively for SportBusiness International.

This month, the globe’s top field hockey talent will descend on the Netherlands for the men’s and women’s Hockey World Cups. Andy Fry spoke to FIH (International Hockey Federation) chief Kelly Fairweather and title sponsors Rabobank about making the event a compelling experience for fans and customers respectively.

Uefa Champions League sponsorship is at the heart of Dutch beer brand Heineken’s marketing push to hit a target of 100-per-cent growth in its global market share over the next seven years.

Final chance to enter only pan-European excellence in sponsorship awards.