Shirtsponsor Inspirience: from partnership to business case

April 26, 2024

The Netherlands

Sponsorship is one of the most important sources of income for professional soccer clubs in the Netherlands. For both the sponsor and the club, it is essential to know what each euro invested yields.

Reason for Triple Double, Markteffect and Abovo to bring the shirt sponsors of the Eredivisie, Keuken Kampioen Divisie and Azerion Eredivisie Women together for an inspiration session. The seventh edition of the Shirtsponsor Inspirience focused on the theme: ‘From partnership to business case’. In Stadion Galgenwaard, discussions included the strategic use of sponsorship to achieve concrete commercial results.

A full program was kicked off by Triple Double board member Guido Klomp. He talked about the shift in the focus of sponsorship. It is considered increasingly important by brands that sponsorship contributes directly to the commercial objectives, which is reflected in performance rewards in sponsorship deals.

Rob de Boer of Abovo talked about the role of sports in the resource mix. He joined Rein van den Berg (Triple Double) and Thomas Metz (VodafoneZiggo) in a panel discussion on this theme. Lenny Renne (Energiedirect) and Edgar de Beule (50+ mobile) both presented their sponsorship cases and shed light on the value of sponsorship in reaching a loyal and engaged target group.

The event concluded with a presentation by Michael Petit (Markteffect) on measuring and improving effects in sponsorship and global trends in sports marketing by David Fowler (SportsTechMatch and ex-FIFA), highlighting technologies such as VR, MR, AR and AI as future developments for fan engagement.

Interested in the content of this event, and would you like to receive the slides? Then contact Timo Rooijakkers at

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