Willem II
- Company typePrivate
- Founded1896
- HeadquartersTilburg, Netherlands
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
Willem II firmographics
Firmographics- Name
- Willem II
- Legal name
- Willem II
- Website
- https://willem-ii.nl
- Company type
- Private
- Founded year
- 1896
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Where Willem II is headquartered
LocationHeadquarters
- HQ city
- Tilburg
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Willem II business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others, Infrastructure, Supply Chain
Revenue model
- Ticket Sales and Matchday Revenue: Revenue from match tickets, season tickets, and matchday experiences at Koning Willem II Stadion. Season tickets for 2026/2027 season are available for purchase through the ticket shop.
- Sponsorship and Business Partnerships: Main shirt partner (Avec on away/third kits), main partner (Leeuwenmoed), and business partners generate commercial revenue through partnership agreements.
- Stadium Catering and Hospitality: Revenue from food and beverage services within the stadium, managed through partnerships like Bonheur Horeca Groep.
- Merchandise Sales: Sale of club merchandise including the iconic red-white-blue shirts, commemorative items like the 130th anniversary shirt, and socks through the webshop.
- Leeuwenmoed Partnership Program: Multi-year partnership commitments from 18-21 partners who pay to be associated with the club's social impact initiatives and clean shirt concept, without commercial logo placement.
- Willem II Foundation Activities: Community projects and social initiatives that engage thousands of participants annually, supporting the club's community relevance and partnership value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Season cards for 2026/2027 available |
| Transaction based/ take rate | Pay-as-you-go | Jubilee shirt commemorating 130 years |
| Transaction based/ take rate | Pay-as-you-go | II is beter dan I socks |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Willem II product offering
Product offeringCore offering
Willem II is a professional Dutch football club based in Tilburg that competes in the Eerste Divisie. Its core offerings center on professional football matchday experiences at Koning Willem II Stadion, season ticket and individual match ticket sales, official merchandise through its webshop, and a unique Leeuwenmoed partnership program where 18-21 corporate partners collectively sponsor the clean home shirt without commercial logos. The club also operates the Willem II Foundation delivering community programs combating loneliness, promoting health and equal opportunities in the Tilburg region.
Product overview
Willem II is a professional football club based in Tilburg, Netherlands. The club's commercial and fan-facing offerings center on its unique Leeuwenmoed Partnership program—a sponsorship model where 18+ partner organizations collectively sponsor the home shirt without commercial logos—and the Willem II Foundation community initiative. Supporting operations include the Koning Willem II Stadion (venue), official Webshop (ecommerce merchandise), and Ticketshop (ticketing platform). The club competes in Dutch professional football and celebrated its 130th anniversary in 2026.
Differentiator
Problem solved
Functional benefit
Brands
- Willem II Foundation: Social foundation arm of Willem II, formerly known as Willem II Betrokken, focused on community impact initiatives including projects against loneliness, health and vitality, and equal opportunities.
Products and services
- Leeuwenmoed Partnership Program
Quantifiable outcome
- 1,000+ pairs of anti-loneliness socks sold
- +2 more outcomes
Companies that use Willem II
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Willem II technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Willem II partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered core, major and minor.
- VrumonacoreSoft drink supplier extended partnership until 2031. Vrumona provides beverage assortment and strategic stadium experience consulting, looking at assortment, hospitality, catering points, and supporter facilities. Beyond being a supplier, they actively contribute to improving matchday experience.
- Hofkens HIGmajorFamily business from Oosterhout specializing in cleaning and specialized cleaning for over 60 years. Contributes to keeping the stadium clean and presentable. Has over 450 employees in the Netherlands.
- CWS Coffee ServicemajorCoffee specialist partner for over 10 years. Supplies coffee facilities at Koning Willem II Stadion. Based on passion for coffee and hospitality. Created 'Koffie met...' content series. 7 service employees.
- LeeuwenmoedcoreUnique social impact partnership program with 18-21 partners committed for minimum 3 years. Partners support the club's clean shirt concept without commercial logo placement, focusing on community initiatives and social impact in Tilburg region.
- AVECcoreShirt partner appearing on away and third kits through 2027-2028. Creative company supplying surprising and original products to retailers like Action, Albert Heijn, Dollar Tree. Employs approximately 140 people.
- Bonheur Horeca GroepcoreHospitality partner operating stadium catering for nearly 25 years. Founded 1986 in Tilburg, operates 11 locations. Has 110 permanent and 200 flex employees. Supports community initiatives like Voetbal Herinneringen and Food Tour.
- DHL eCommercemajorGlobal logistics company with local Tilburg presence. Manages largest electric fleet in Netherlands: 2,800 electric vehicles delivering 95% of orders. Committed to emission-free deliveries in Netherlands by 2030.
- FLINK NederlandminorIndependent energy advisor for businesses. Helps companies with sustainability, energy saving, and smart choices. Contributes to making Tilburg future-oriented.
- InterpolismajorOne of the largest insurers in Netherlands with deep Tilburg roots. Founded 56 years ago in Tilburg. Previously shirt sponsor in Champions League era. Returns as Leeuwenmoed Partner focusing on safety, resilience and community.
- JooreminorTilburg-based firm specializing in accounting, tax advice, consulting and ESG for nearly 40 years since 1986. Long-term Willem II partner with founder Ger Joore's philosophy of 'Make work a sport.'
- Jos BurgersminorCustomer experience specialist giving about 100 presentations annually. Born and raised in Tilburg, lifelong Willem II supporter and sponsor since the 1990s. Focuses on helping companies improve customer satisfaction.
- Landal Klein OisterwijkminorHoliday park operator near Tilburg, part of Landal GreenParks group. Partner in Leeuwenmoed network.
- Leisure for a Better SocietymajorConsortium in leisure sector developing innovative programs for well-being, social cohesion and regional pride. Believes leisure, sport and culture are about connection and community.
- RabobankmajorBanking cooperative and major Dutch financial institution. Partner in Leeuwenmoed program.
- TextaafoamminorLeeuwenmoed partner company from Tilburg region.
- TRIBE SecuritycoreNational security company rooted in Tilburg, proud security partner since 2006. Secures major events including Intents Festival, Dutch Grand Prix, NS stations, and Willem II matches. Has 350 employees. Invests in training and development.
- VerbominorLeeuwenmoed partner company in the Verbo Group.
- Versteijnen LogisticsminorLeeuwenmoed partner logistics company.
- AVIA VollenhovenmajorFamily business operating for 130 years managing 100+ AVIA gas stations in South Netherlands. Fourth generation Bogaers family leads company. Connected to Tilburg region since 1895.
- BTT MultimodalmajorTilburg family business specializing in multimodal container transport. Previously sponsor on shirt for 3 seasons. Has 280 employees. Supports youth initiatives and shares logistics teamwork values with sports.
- Claassen Logisticsmajor175-year-old trusted name in transport and logistics. Family business with 320+ employees across two locations. Supports social causes in Tilburg. CEO Florent Claassen long-time Willem II supporter with multiple distinctions.
- Citymarketing TilburgmajorFoundation promoting Tilburg city marketing. First Leeuwenmoed partner. Champions the city through campaigns like letting Tilburgers showcase their pride. Believes Willem II is an indispensable ambassador for Tilburg.
- MeybamajorClothing partner producing the iconic shirts. Focus on culture and local community, creating shirts that represent more than football.
- TextielMuseumminorTextile Museum in Tilburg hosted the 130th anniversary shirt unveiling. Partnership for cultural events connecting club history with textile heritage of the city.
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
Willem II competitors and assessment
Company assessmentDirect peers
- TOP Oss: Dutch Eerste Divisie club based in Oss, North Brabant. Comparable tier, regional Brabant identity, and similarly sized commercial footprint.
- Roda JC: Dutch Eerste Divisie club based in Kerkrade, Limburg. Same league, similar historic city-based club structure, and comparable community-sponsor overlap.
- FC Eindhoven: Dutch Eerste Divisie club based in Eindhoven, North Brabant. Directly comparable in tier, geography (Brabant), and regional sponsor base, competing head-to-head for matchday and partnership revenue in the same provincial market.
- NAC Breda: Dutch Eerste Divisie club based in Breda, North Brabant. Closely comparable in regional positioning, sponsor overlap, and competition for Brabant-based supporters and partners.
- Helmond Sport: Dutch Eerste Divisie club based in Helmond, North Brabant. Same league and regional positioning, providing a near-direct comparable for sponsorship economics and matchday revenue.
- FC Den Bosch: Dutch Eerste Divisie club based in 's-Hertogenbosch, North Brabant. Same league, same regional economy, and directly comparable supporter-base and sponsor-base dynamics.
- MVV Maastricht: Dutch Eerste Divisie club based in Maastricht, Limburg. Same second-tier competition and comparable city-based regional supporter model.
- Jong PSV: PSV's youth team that competes in the Eerste Divisie, based in Eindhoven. Competes in the same league, sharing Brabant regional sponsors and supporters.
- Almere City FC: Dutch Eerste Divisie club based in Almere, Flevoland. Same league competition, comparable city-based regional supporter and sponsor model.
Broad incumbents
- PSV Eindhoven: Major Brabant-based Eredivisie club. Anchors the regional sponsorship and supporter market that Willem II also competes in, providing a benchmark for upside if Willem II is promoted.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Willem II social profiles
Digital presenceWillem II financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willem II leadership team
Management profileNumber of profiles
Profiles2 records
Willem II funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willem II M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Willem II
What does Willem II do?
Willem II is a professional Dutch football club based in Tilburg that competes in the Eerste Divisie. Its core offerings center on professional football matchday experiences at Koning Willem II Stadion, season ticket and individual match ticket sales, official merchandise through its webshop, and a unique Leeuwenmoed partnership program where 18-21 corporate partners collectively sponsor the clean home shirt without commercial logos. The club also operates the Willem II Foundation delivering community programs combating loneliness, promoting health and equal opportunities in the Tilburg region.
Is Willem II a public or private company?
Willem II is a private company. It is classified as unknown and is currently operating.
When was Willem II founded?
Willem II was founded in 1896. It employs 101 to 250 people.
Where is Willem II based?
Willem II is headquartered in Tilburg, Netherlands, in the Europe region.
How does Willem II make money?
Six revenue lines are on record. Ticket Sales and Matchday Revenue is the primary driver. The others are sponsorship and Business Partnerships, stadium Catering and Hospitality, merchandise Sales, leeuwenmoed Partnership Program and willem II Foundation Activities.
Who are Willem II's main competitors?
Direct peers on record are TOP Oss, Roda JC, FC Eindhoven, NAC Breda, Helmond Sport, FC Den Bosch, MVV Maastricht, Jong PSV and Almere City FC. PSV Eindhoven is listed as a broad incumbent.
Does Willem II have an API?
No public API is recorded for Willem II.