Netherlands

Latest Features

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.

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.

Dutch Eredivisie football club Vitesse Arnhem has expanded its association with e-commerce firm the Badge Company in a deal designed to support the development of its Voetbalshop.nl brand. Voetbalshop

Dutch Eredivisie football club PSV Eindhoven has confirmed German sportswear manufacturer Puma as its new kit supplier in a five-year deal

Dutch football club PSV Eindhoven is set to sign a lucrative kit supply contract with German sportswear manufacturer Puma

Dutch airline KLM has renewed its title sponsorship of the KLM Open European Tour golf event, which takes place annually in the Netherlands. The new three-year deal will run until the 2022 edition

Features

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.