
German electronics retailer MediaMarkt will become the new shirt sponsor of Dutch club Feyenoord for the 2024-25 season in a record multi-year deal.
The two parties have agreed a three-year deal – through to the conclusion of 2026-27 – believed to be worth around €20 million (AU$33.1 million) in total, according to Dutch outlet De Telegraaf.
The company will replace EuroParcs which has been featured on the front of the Eredivisie club shirts since 2021.
MediaMarkt is a German multinational chain of stores selling consumer electronics with over 1000 stores in ten countries in Europe. The company is one of the largest sellers of electronics in Europe with a total of nearly 2.1 million products sold in 2023.
MediaMarkt’s head office is in Rotterdam and the company became convinced of the collaboration after gaining insight into various data about Feyenoord that suggests large growth is imminent.
It became attractive for the company because Feyenoord has gained a greater reputation not only nationally, but also internationally through long, reasonably successful participations in the Conference League, the Europa League and also the group stages of the Champions League.
As a result of this on-field success, the MediaMarkt partnership would be the Dutch clubs most lucrative shirt sponsorship deal which follows on from a record kit supply deal signed by Feyenoord last year with Castore, a UK sportswear brand.
Feyenoord have been winning off the field as well, recording record net revenue numbers in two of the last four years, including the 2022/2023 season which amounted to €99 mil (AU$164.2 mil), a thirteen percent increase on the previous year.
In domestic shirt sales, they ranked third last season behind PSV and Ajax but are projected to overtake PSV in 2023/24 after their recent league success.
Feyenoord has a tradition of long-term contracts with main sponsors, MediaMarkt will only be the eighth big name on the shirt. More than half a century ago in 1982, the Gouden Gids was the first shirt sponsor.
This deal is proof of Feyenoord’s incredible growth on and off the pitch with their marketing and trophy successes. MediaMarkt hopes to grow further by investing in Feyenoord’s upward trajectory, located right near their main headquarters.