Business involvement in sports clubs
Sports clubs in the Netherlands receive good support from businesses. However, we are seeing some shifts in that sports ecosystem, which are jeopardising the future viability of sports clubs.
What does the sports & business market look like?
The European market for company investments in sport reached about €29.1 billion in 2022.* In the Netherlands, spending increased by around 10% in 2023 to €762M, mainly driven by sport.* Companies are happy to invest in sports clubs and events, and that is good news.
However, there is another side to the story. More than 45% of companies renegotiated sponsorship contracts in 2024 due to rising costs.* This shows that companies are looking more critically at where their money goes. They focus more on what it delivers, also known as Return on Investment (ROI). And that can take some getting used to for many sports clubs.
In the past, a board along the field or a logo on a shirt was enough. Today, companies want real insight, wider reach, better results, and stronger engagement. This requires something from all of us. From board members. From sponsorship committees. From the companies themselves. But also from the way clubs look at these partnerships. Those who understand this will move ahead.
Changes in the relationship between clubs and companies
We see three clear changes:
- Sponsorship with social value: Companies want to show they are doing something good. For the local community. For young people. For health. Or for sustainability.
- Clear results: Companies want to know what the partnership delivers. How many people they reach. Who sees the brand. And how fans connect with the company.
- Better networking opportunities: Companies want smart matching to meet the right people and start new collaborations. This includes themed events with meaningful content.
The business club of tomorrow
A good business club is more than just a pleasant evening together. The foundation must be strong, and it needs proper management. The club must have a clear identity and a strong story or a clear value proposition. Companies need to understand what they are part of and what they receive in return.
Local involvement is extremely valuable. Companies prefer to invest in their own region. They want visibility where their customers and employees live. They also want to be part of a positive culture where new members feel welcome, the board is involved, and growth is encouraged. A network of 40 active and committed members who truly help each other works much better than 120 names on a list who never show up.
What this means for sports clubs
Think strategically and show your impact
See companies as partners and clearly define the social value your sports club creates.
Professionalize your business network
Better management can improve coordination and provide more insight.
Engage the region and invest in growth
Innovate with events and invest in Sport & Business initiatives to create more income.
We are convinced that the power of sport lies in physical encounters and proud sponsorship on the clubshirts. But we also believe that we need to organise it more intelligently.
In our view, the future lies in a smart sports network. A network where live meetings and smart platforms strengthen each other. Where companies gain insight into what their investment delivers. And where data helps them make better decisions. In this way, companies and sports clubs create social impact together in their region.
How do you think sports clubs can create a smart sports network?