PSV launch partner programme through Eleven Sports Media

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PSV and Eleven Sports Media
Image credit: Eleven Sports Media

UK sports technology and marketing company Eleven Sports Media has made its first move into mainland Europe by agreeing to a partnership with Dutch Eredivisie football club PSV Eindhoven.

This collaboration  has helped PSV launch an all-inclusive partner programme dedicated to the local business community of Eindhoven. Eleven’s partnership model will grant small to medium business’ in the Eindhoven region a big opportunity to align themselves with their local sports teams, using Eleven’s activation services.

PSV will benefit hugely from Eleven’s StadiumTV and StatTV fan engagement platforms which will be implemented in Philips Stadium, with the objective to enhance the matchday experience for the fans. This will include a variety of match and player statistics shown at the ground in Dutch.

Eleven Sports Media, founded in 2009 in north-west England, are a company that has re-imagined end-to-end brand partnerships in the sporting landscape. Their goal is to connect sporting clubs from across the world to their local communities, a key part of each clubs’ foundation.

Eleven are firmly established in football across the Premier League, EFL, SPFL and MLS, as well as recently arriving in the American National Football League. This has allowed them to prove themselves to be reliable with their technology at some of the world’s most iconic sporting venues.

Frans Janssen, PSV Commercial Director, commented on the exciting partnership for their wider community via media release.

“We’re incredibly excited to be the first mainland European club to partner with Eleven, and to see their passion come alive in the Netherlands, connecting the people of the region to the club that we are so proud of,” he said.

“The entertainment that Eleven will bring to the fan areas will be something new and innovative for our ticket holders. We’re excited to be the first to bring this to mainland Europe.”

Matt Cairns, Founder and CEO of Eleven Sports Media, added to Janssen’s excitement for the partnership via press release.

“We are thrilled to bring Eleven’s localised partnership model to PSV, our first step into mainland Europe. Our solution has proven successful in leagues around the world, and we know that it can deliver true value to local businesses in Eindhoven. PSV is the perfect fit for us, both Eleven and PSV share many of the same values, and like Eindhoven, Eleven is a pioneer in innovation,” he said.

“When entering a new market, it is vital that our technology is accessible to all fans. Recent system upgrades mean that we can now deliver our fan engagement platforms in multiple languages, providing fans around the world with the best possible matchday experience.”

In addition to the Local Business Partner Programme and Eleven’s fan engagement technology, Eleven will play a leading role in supporting Jong PSV, as the official U23 Training Wear Partner.

This is a fantastic partnership by PSV to show that they are integrating the Eindhoven grassroots football community a lot more with world-class technology. It improves the connection between the club and its community whilst also benefiting the fans through an improved matchday experience, all while becoming the inaugural mainland European club to do so.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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