The Dutch football club, Feyenoord Rotterdam have inked a sponsorship arrangement with a German multinational chain of stores selling consumer electronics, MediaMarkt Nederland.
In this three-year agreement, MediaMarkt has been named the main partner of the side.
The partnership will come into effect from July 1 until June 30, 2027. According to the agreement, MediaMarkt’s branding will be displayed on the men’s first team uniforms, and training gear of games for European matches, women’s team attire, and youth team outfits.
Apart from sponsoring the team’s uniforms, MediaMarkt will also collaborate with the football team to create marketing campaigns and have their brand displayed on the board next to the pitch. In addition, the electronics retailer will give partners, employees, and customers access to events by selling merchandise and football match tickets.
Additionally, throughout the year, the partnership will be highlighted in 55 Dutch stores.
Ruud van der Knaap, Commercial Director of Feyenoord, said, “We are proud that a big name like MediaMarkt is committed to our club. As the market leader in their industry, they are, like Feyenoord, an established name and very ambitious party that wants to move forward even further. ’Let’s go’ is their sporty and challenging motto for a reason. That is exactly what we are going to do together as partners. With the support of MediaMarkt, Feyenoord is taking another step forward. Conversely, we can make a huge contribution to their commercial objectives, thanks in part to Feyenoord’s multi-million reach through its own media channels and our database.”
Since both the football club and the retailer are working on efforts aimed at improving diversity, this shared goal was crucial in the deal’s formulation.
Remko Rijnders, CEO of MediaMarkt Benelux, commented, “We are immensely proud of this strategic partnership. This is a special step for us in the Netherlands, which is a reflection of the development that MediaMarkt is going through here. But this is also a first in our international group. We strongly identify with Feyenoord’s great ambitions, passion, culture and people-orientation and that is an important reason to enter into the partnership.
“Diversity and inclusion is important to us. With our ‘Women in Retail’ initiative, we are strengthening the position of women in this sector through a variety of initiatives. Because we believe that more is always possible. Feyenoord feels the same way. We are very much looking forward to working together in the coming years and are confident that this partnership will stimulate our growth and further strengthen the loyalty and experience of our customers.”