Feyenoord Rotterdam has announced MediaMarkt Nederland as its new main partner in a three-year agreement.

Under the agreement, the logo of MediaMarkt will be visible on the shirts of the men’s first team from next season and also on the training clothing for European matches, as well as the shirts of the women’s team and the youth team.

The deal will be visible to supporters of the Dutch topflight club next season, with the partnership taking effect on 1 July and running until 30 June 2027.

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.”

In addition to kit sponsorship, MediaMarkt’s brand will be visible on the board alongside the pitch and will work with the football team to develop campaigns. The electronics retailer will also provide merchandise and tickets for football matches, providing access to events for staff, customers and partners. 

Furthermore, the partnership will receive attention in 55 stores in the Netherlands throughout the year.

Ruud van der Knaap, Commercial Director of Feyenoord, stated: “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.”

With both the football club and the retailer working on initiatives to increase diversity, this commonality played an important role in the formulation of the deal. 

Rijnders added: “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.”

Unfortunately, not all news from Dutch football has been entirely positive this week, as Ajax announced that it was suspending its CEO and Chairman Alex Kroes with immediate effect, over insider trading allegations. 

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