Willem II

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

Headquarters

HQ city

Tilburg

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure, Supply Chain

Revenue model

1. 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.
2. Sponsorship and Business Partnerships: Main shirt partner (Avec on away/third kits), main partner (Leeuwenmoed), and business partners generate commercial revenue through partnership agreements.
3. Stadium Catering and Hospitality: Revenue from food and beverage services within the stadium, managed through partnerships like Bonheur Horeca Groep.
4. 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.
5. 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.
6. 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

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• VrumonacoreStrategic or Co-development Partner · 2 July 2026Soft 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 HIGmajorStrategic or Co-development Partner · 26 June 2026Family 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 ServicemajorStrategic or Co-development Partner · 10 June 2026Coffee 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.
• LeeuwenmoedcoreStrategic or Co-development PartnerUnique 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.
• AVECcoreStrategic or Co-development PartnerShirt 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 GroepcoreStrategic or Co-development PartnerHospitality 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 eCommercemajorStrategic or Co-development PartnerGlobal 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 NederlandminorStrategic or Co-development PartnerIndependent energy advisor for businesses. Helps companies with sustainability, energy saving, and smart choices. Contributes to making Tilburg future-oriented.
• InterpolismajorStrategic or Co-development PartnerOne 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.
• JooreminorStrategic or Co-development PartnerTilburg-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 BurgersminorStrategic or Co-development PartnerCustomer 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 OisterwijkminorStrategic or Co-development PartnerHoliday park operator near Tilburg, part of Landal GreenParks group. Partner in Leeuwenmoed network.
• Leisure for a Better SocietymajorStrategic or Co-development PartnerConsortium in leisure sector developing innovative programs for well-being, social cohesion and regional pride. Believes leisure, sport and culture are about connection and community.
• RabobankmajorStrategic or Co-development PartnerBanking cooperative and major Dutch financial institution. Partner in Leeuwenmoed program.
• TextaafoamminorStrategic or Co-development PartnerLeeuwenmoed partner company from Tilburg region.
• TRIBE SecuritycoreStrategic or Co-development PartnerNational 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.
• VerbominorStrategic or Co-development PartnerLeeuwenmoed partner company in the Verbo Group.
• Versteijnen LogisticsminorStrategic or Co-development PartnerLeeuwenmoed partner logistics company.
• AVIA VollenhovenmajorStrategic or Co-development PartnerFamily 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 MultimodalmajorStrategic or Co-development PartnerTilburg 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 LogisticsmajorStrategic or Co-development Partner175-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 TilburgmajorStrategic or Co-development PartnerFoundation 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.
• MeybamajorStrategic or Co-development PartnerClothing partner producing the iconic shirts. Focus on culture and local community, creating shirts that represent more than football.
• TextielMuseumminorStrategic or Co-development PartnerTextile 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

Direct 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

• YouTubeyoutube.com/@willemii
• Facebookfacebook.com/WillemII
• Instagraminstagram.com/willemii
• Xx.com/willemii

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Willem II