When people think of PSV, they think of Philips—a bond that has defined both the club and the city for over 110 years. Philips founded PSV in 1913 to support its employees, and that partnership has endured. But recently, something shifted. Philips moved its headquarters, and the iconic logo disappeared from PSV shirts, leaving many feeling like Eindhoven had lost part of its soul.
It was time to remind everyone of our unbreakable bond. We set a Guinness World Record for the longest-running sports sponsorship in the world. But we didn’t just announce it—we celebrated it everywhere: on the field, in our factories, on TV, across social media, and with the fans who’ve supported us for generations. This was a true 360-degree campaign, visible across platforms and at the heart of our operations and community.
Then came a special moment: for one match, the Philips logo returned to PSV’s shirts, sparking a wave of nostalgia. Fans rushed to grab one of the 6,000 limited-edition shirts, which sold out in just hours.
And then, the heart of Eindhoven came back to life. Using AI technology, we brought back Frits Philips, club icon and the man who symbolised our shared legacy. He proudly announced the record, linking our past with our future.
This campaign wasn’t just a celebration; it was a homecoming. Philips and PSV touched the hearts of 274 million people, proving this bond isn’t just history – it’s our future.
Philips Sport Vereniging. For life.
