What STVV does

STVV (Sint-Truidense Voetbal Vereniging) is a Belgian professional football club headquartered at the Stayen stadium (12,500-seat capacity) in Sint-Truiden, Limburg, Belgium, founded in 1926 and currently competing in the Jupiler Pro League. The club operates a matchday business built around individual tickets and season subscriptions (East Stand season tickets at €60-€410, single-match tickets at €12-€32, VIP packages at €35-€95) sold via the Roboticket platform and itsme identity verification, alongside a five-tier revenue model covering matchday income, sponsorship and advertising inventory (LED boarding, fixed boarding, dugout, match partnership), merchandise (through the Belgoshop-operated webshop and a physical fanshop), matchday catering funding Vrienden van STVV vzw community work, and youth academy / community programme fees.

Beyond the first team, STVV runs an integrated portfolio: an elite youth academy (U7-U18) plus a provincial/regional section (16 teams, U5-U21), three ladies' teams, four G-Football teams for athletes with disabilities, a Referee Academy, and the STVV Younited social-integration programme. The club has extended into digital entertainment with the Game Corner (largest gaming room in Belgian football, opened January 2025) and a competitive EAFC esports team in the Proximus ePro League (2024), plus an official TikTok (@stvv_official, launched April 2023) and YouTube channel (STTV).

Commercially, STVV combines direct-to-consumer digital distribution (website, iOS/Android app, social channels across Facebook, Instagram, TikTok, LinkedIn, X — totalling 58,000+ Facebook and 24,000+ Instagram followers and 45-country reach) with a sales-led B2B arm led by Stan Niesen for VIP hospitality, skybox rentals and sponsorship. The club's distinctive international character is anchored by a concentration of Japanese main partners (Daio Wasabi, DMM.com, Japanet, Maruhan, Nishitan Clinic, SEPTENI, Asahi Kasei, CCH, ALL Ads), Belgian majors Jupiler (AB InBev) and Coca-Cola, and Japanese operational leadership (Managing Director Youth Tsuyoshi Takano).

Name

STVV

Legal name

STVV NV

Website

https://stvv.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

101–250 employees

Short description

STVV (Sint-Truidense Voetbal Vereniging) is a Belgian professional football club based in Sint-Truiden, competing in the Jupiler Pro League from the 12,500-seat Stayen stadium. The club serves fans, youth players, corporate sponsors and the Haspengouw community through matchday entertainment, hospitality, esports and community programmes.

Ownership category

akta.pro rank

Product category

Professional Football Club

NAICS

Spectator Sports (71121), Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sports Events & Match Tickets (THAJAFAE)

Keywords

• Professional football club
• Matchday ticketing
• Corporate hospitality
• Youth football academy
• Football sponsorship packages

Headquarters

HQ city

Sint-truiden

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Matchday Revenue (Tickets & Hospitality): STVV generates matchday income through single-match ticket sales across three stands (East, North, West), season ticket subscriptions, VIP skybox rentals, business dinners (Yellow Blue Business Diner at €85 per person), and post-match hospitality (Rvue venue, Skybar). Referee and scout ticket programmes are also offered.
2. Sponsorship & Advertising: STVV sells advertising and sponsorship inventory including fixed boarding, LED boarding, LED wall screens, dugout branding, match partnership packages, and stadium naming/skybox rights. Annual visitors reach 2,230,000 with 12,500 multifunctional stadium capacity and 45 countries reached via social media.
3. Merchandise & Online Shop: STVV operates a webshop (shops.topfanz.com) selling club merchandise. The online fan shop is operated by a third party (Belgoshop). The club also has a physical fanshop in Sint-Truiden with specific opening hours.
4. Catering & Matchday Hospitality: Catering activities on match days generate revenue and fund community projects through Vrienden van STVV vzw. Income from food, beverage, and hospitality services contributes to the club's community budget.
5. Youth Academy & Community Programmes: Revenue is generated through youth academy participation fees, G-Football teams, ladies football, and STVV Younited social integration programme. The club also operates a Referee Academy and organises holiday camps (Easter, summer) at the Game Corner.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels12 records

Core offering

STVV is a Belgian professional football club that sells live match experiences at Stayen stadium in Sint-Truiden. Core revenue offerings include individual match tickets and annual season-ticket subscriptions across East, North, and West stands, B2B sponsorship and advertising inventory (LED boarding, fixed boarding, dugout, match partnership), VIP and corporate hospitality (Yellow Blue Business Diner, skyboxes, customized catering), and a physical and online merchandise fanshop.

Product overview

STVV (Sint-Truidense Voetbal Vereniging) is a Belgian professional football club offering a portfolio of products and services centered around matchday experiences, hospitality, and community engagement. The core product is live football entertainment at Stayen stadium, supported by ticketing services (individual match tickets and season subscriptions sold via Roboticket platform). The hospitality suite includes Yellow Blue Business Diners, Skyboxes, and customized catering for group events. STVV operates complementary sub-brands including STTV (digital content via YouTube), STVV Esports (competitive EAFC team in Proximus ePro League), and Game Corner (largest gaming room in Belgian football with gaming PCs, consoles, and racing simulators). Youth development spans elite and provincial teams, ladies football, and G-Football for athletes with disabilities. Community activities are managed through Vrienden van STVV non-profit organization. Additional services include an official mobile app, Mijn STVV digital platform, and Binkie mascot mascot services.

Differentiator

Problem solved

Functional benefit

Products and services

• STVV Match Tickets Individual match tickets for home games at Stayen stadium across East, North, and West stands, with tiered pricing based on opponent importance (Normal, Subtop, Top match) and category (Kid under 12, Student under 24, Adult). Sold through Roboticket with optional online purchase or matchday counter pickup.
• Season Tickets Annual subscriptions for all home matches at Stayen stadium. East Stand 2026–2027 pricing: Category 1 Adult EUR 295, Student under 23 EUR 170, Kid under 12 EUR 60; Category 2 Adult EUR 410. Includes 4 free ticket vouchers, 3x Kanarie magazine, Europe play-off access, fan conference access, EUR 10 cashless credit, and voucher booklet; family season tickets available.
• Yellow Blue Business Diner Pre-match 3-course business dining experience at Stayen priced at EUR 85 per person (excl. VAT), offered before top football matches for business associates, family, or friends.
• Skybox Premium hospitality suite at Stayen with leather-upholstered seats, gourmet dining, pre-match and match-time business networking, and post-match drinks in the sky bar. Pricing available on request.
• Customized Catering Group catering option including aperitif, lavish football buffet, and included drinks (wines, soft drinks, coffee) for groups of a minimum of 10 people in a separate room. Available only on request at custom pricing.
• Game Corner Gaming facility on the first floor of Stayen stadium featuring gaming PCs, Nintendo Switch, PlayStation 5, and a racing simulator. Includes titles such as EAFC, Rocket League, Mario Strikers, and Fortnite. Available for company team-building events, youth gaming events, summer and Easter camps combining football training with gaming, and matchday experiences for STVV subscribers. Operated in partnership with Manatee (Christiaan Tulleners).
• STVV Esports / E-Sports Team Competitive EAFC (formerly FIFA) esports team representing STVV in the Proximus ePro League, coached by Azerion's Jason Ardixa De Villers. Players: Louis Cayphas (Thered28) and Jelle Bogaerts (SNLLEJELL3_02).
• STVV Youth Academy Youth football development programme covering elite (U7–U18) and provincial/regional (U5–U21) teams, 3 STVV Ladies teams, and 4 G-Football teams for athletes with disabilities (including U13 and over-13 categories). Combines coaching, training sessions, and competitive match participation.
• Referee Academy Referee training and coaching programme at Stayen offering 4 free moments: theory and physical training every Wednesday at 18:00, assisted matches, lesson preparation, and access to official match updates. Designed to lower the entry threshold before progression to RBFA referee certification.
• STVV Official Mobile App Official club mobile application available for iOS and Android providing match information, news, ticketing access, push notifications, and the MijnSTVV digital fan platform features.
• STTV (Club TV channel via YouTube) Official STVV club TV channel distributing match highlights, player interviews, behind-the-scenes content, and match previews via YouTube.
• STVV Fanshop (club merchandise) Official STVV club merchandise sold through a physical fanshop in Sint-Truiden (open Wed/Friday 13:00–17:00, Saturday 10:00–15:00) and an online webshop on shops.topfanz.com operated by third party Belgoshop.
• STVV Esports Summer Camps Holiday camps combining football training sessions (mornings with Belgian youth coaches) and gaming afternoons (PlayStation, Nintendo, racing simulator) at the Game Corner facility. Offered during Easter and summer holidays.
• Vrienden van STVV Community Programmes Community and social projects managed by the Vrienden van STVV vzw non-profit, including youth football (national, provincial, regional), women's football, G-Football, and the STVV Younited social integration programme. Activities are supported by more than 400 volunteers and resources generated through catering on match days.
• STVV Sponsorship Packages Advertising and sponsorship inventory including 3D banners, electronic sub board, LED boarding, LED wall, fixed boarding, dugout branding, and match partnership. Sold under multi-year contracts on request through Stan Niesen. Reaches 2,230,000 yearly stadium visitors in a 12,500-seat multifunctional stadium.

Quantifiable outcome

• 2,230,000 yearly visitors to Stayen stadium
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

21 partnerships are on record, tiered major, core and minor.

• Manatee (Christiaan Tulleners)majorStrategic or Co-development Partner · 9 January 2025Manatee, represented by Christiaan Tulleners, partnered with STVV to develop and operate the Game Corner – the largest gaming room in Belgian football. Manatee's expertise in the gaming world complements STVV's football culture, enabling teambuilding activities for companies and youth gaming events.
• Daio Wasabi (Daio Limited)coreStrategic or Co-development PartnerDaio Wasabi Farm is one of the largest and finest wasabi farms in Japan, founded in 1915. Daio is a main partner/stadium sponsor of STVV and appears prominently in the partner listings. The partnership reflects STVV's strong Japanese connections and provides international commercial exposure for the club.
• DMM.comcoreStrategic or Co-development PartnerDMM.com is a major Japanese conglomerate founded in 1998, operating in online streaming, games, securities, English lessons, animation, programming schools, 3D printing, energy, football, and online media. Listed as a main partner of STVV.
• JapanetmajorStrategic or Co-development PartnerJapanet is a leading Japanese conglomerate founded in 1986, originally a home shopping company, now operating a travel agency and its own TV channel (BS10). Listed as a main partner of STVV.
• MaruhancoreStrategic or Co-development PartnerMARUHAN is Japan's largest entertainment conglomerate, helping people find 'pleasure in life' through Pachinko, bowling alleys, game arcades, theatres, and golf courses. Listed as a main partner of STVV.
• Nishitan ClinicmajorStrategic or Co-development PartnerNishitan Clinic is a leading Japanese company specialised in PCR testing across Japan, contributing during the pandemic. Listed as a main partner of STVV.
• SEPTENImajorStrategic or Co-development PartnerSEPTENI offers comprehensive support for companies in their digital transformation journey through digital advertising and data- and AI-driven solutions. Listed as a main partner of STVV.
• Asahi KaseimajorStrategic or Co-development PartnerAsahi Kasei's mission is to provide new value to society and solve social problems by enabling 'life in health and comfort' and 'harmony with the natural environment'. Listed as a business partner of STVV.
• CCH (C-Creation Hub)majorStrategic or Co-development PartnerCCH's business across diverse domains is a solution service that generates true value from scratch. Listed as a main partner of STVV.
• ALL ADSminorStrategic or Co-development PartnerALL ADS aims to become a global leader in innovative marketing, providing services that support people across various life events and life stages. Listed as a main partner of STVV.
• Coca-ColamajorChannel Partner/ Reseller/ DistributorCoca-Cola is the world's most recognised beverage company, founded in 1886. Listed as a business partner of STVV, likely providing beverage sponsorship for stadium catering.
• Jupiler (AB InBev)coreChannel Partner/ Reseller/ DistributorJupiler produces Belgium's well-known Belgian pilsner at the Piedboeuf brewery. The Jupiler bull is known as a major sports sponsor in Belgian football. Listed as a business partner of STVV and appears in sponsorship sections.
• Sint-Truiden (City of)coreStrategic or Co-development PartnerThe City of Sint-Truiden is the capital of Haspengouw. Listed as a local hero partner of STVV, reflecting the deep relationship between the city and the club.
• PepperMill & FriendsminorStrategic or Co-development PartnerPepperMill & Friends is dedicated to supporting people who need an extra hand to reach their full potential. Listed as a main partner of STVV.
• Namur Sports Academy STVVminorStrategic or Co-development PartnerNamur Sports STVV Academy is an independent football centre with a unique talent development concept, offering youth in Namur and greater Haspengouw region the opportunity to develop in a professional sports environment. STVV supports this organisation with expert knowledge. The academy is referenced on the Namur Sports website.
• Vrienden van STVV vzwcoreStrategic or Co-development PartnerVrienden van STVV vzw is the non-profit association that manages STVV's community projects and social actions. It relies on over 400 volunteers and generates resources from catering activities on match days. It organises youth football (national, provincial, regional), women's football, and G-Football.
• OliverhoodminorChannel Partner/ Reseller/ DistributorOliverhood engages in real estate sales and brokerage, rental brokerage, property management, and renovation. Listed as a business partner of STVV.
• Olympic SportswearminorChannel Partner/ Reseller/ DistributorOlympic Sportswear provides top-quality sports clothing for all team sports including football, basketball, volleyball, handball, and individual athletes. Listed as a business partner of STVV.
• Pauli BetonminorChannel Partner/ Reseller/ DistributorNV Pauli Beton produces floor elements (beams) in reinforced and pre-stressed concrete, as well as concrete bricks and lightweight masonry. Listed as a business partner of STVV.
• Ford Morren Motor Diest & Sint-TruidenminorChannel Partner/ Reseller/ DistributorFord Morren Motor has been a reliable car provider in Sint-Truiden and Diest for 50 years, serving both private and professional customers. Listed as a business partner of STVV.
• Mercedes Claes & ZonenminorChannel Partner/ Reseller/ DistributorMercedes Claes & Zonen is an official Mercedes-Benz dealer in Sint-Truiden, Tienen, and Tongeren since 1993. Listed as a business partner of STVV.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• KAA Gent: Larger Belgian top-flight club with broader commercial footprint and stronger international sponsor base — useful benchmark for the upper end of the addressable revenue model STVV is pursuing.
• Anderlecht (RSCA): Historic Belgian top-tier club with a similarly diversified mix of matchday, sponsorship, hospitality, academy, and community revenue — useful as the upper-bound benchmark for a Belgian football club commercial stack.
• Club NXT (Club Brugge B): Reserve/youth platform of the dominant Belgian club; relevant as a reference point for how STVV's academy and B-Team structure could be developed within a larger football ecosystem.

Direct peers

• RWD Molenbeek: Brussels-based Belgian Pro League club of similar mid-tier size with comparable community-engagement positioning and sponsorship-led revenue mix.
• OH Leuven: Belgian top-flight club of similar scale with an investor-backed model and youth development focus, operating a comparable revenue mix (matchday, sponsorship, hospitality, academy) to STVV.
• Cercle Brugge: Jupiler Pro League club with similar revenue scale, youth-academy orientation, and reliance on a mix of matchday, sponsorship, and commercial partnerships.
• KRC Genk: Fellow Jupiler Pro League club from Limburg province with comparable stadium size, youth academy emphasis, and recurring mid-tier league position — the closest domestic comparable to STVV.
• Sporting Charleroi: Walloon Jupiler Pro League club with similar stadium capacity (around 15,000) and a comparable mix of matchday, sponsorship, and community-driven revenue streams.
• KV Mechelen: Belgian top-flight club in the same competitive tier as STVV, with comparable stadium capacity and a similar B2B hospitality/sponsorship commercial model.
• Westerlo: Belgian first-division club from a smaller regional city with comparable stadium scale, local loyalty dynamics, and youth/community programme emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/stvv
• YouTubeyoutube.com/c/STVVTV
• Facebookfacebook.com/kstvv
• LinkedInlinkedin.com/company/stvv
• Instagraminstagram.com/stvv_official
• TikToktiktok.com/@stvv_official

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about STVV