A campaign-based partnership

There’s something I keep noticing in sports & marketing…

What happened last week between PSV Eindhoven (or should I say PVS…) and Centraal Beheer wasn’t sponsorship.

It was a campaign collaboration, with PSV effectively acting as a media partner. And that takes guts. Especially from the club. A campaign-based partnership. Changing your own name. Accepting that fans will have an opinion and letting that happen.

The response showed exactly what football can do. Fans jumped on it, and media followed massively, from NOS to De Telegraaf and RTL Nederland. Because football owns attention. Because almost everyone feels something about it. What stuck with me most is this: with ideas like this, the tension shifts from creation to execution. Without precision in execution, even the best idea falls flat.

What this says about our industry:

from control to trust

from buying exposure to earning attention

from long-term sponsorships to short-term collaborations

Disruption lives in letting go with the right partner.

#darkhorses #sportmarketing #sportbusiness #disruption