Heroes Den Bosch

What Heroes Den Bosch does

Heroes Den Bosch (legal entity: Heroes Basketball B.V., KVK 66949939) is a professional basketball club founded in 1919 and based in 's-Hertogenbosch, Netherlands, playing home games at the Maaspoort Den Bosch arena. The club competes in the BNXT League, the Dutch Basketball League (NBB), and the FIBA Europe Cup, and won the 2025-26 Supercup. Its core product is the professional basketball team, wrapped in an American-style entertainment experience that includes dance acts, the TV-Ball contest, the Prijsvrij Skills Challenge, and prize giveaways.

The club operates as a multi-revenue-stream sports entertainment and B2B networking platform. Revenue is generated from ticket sales and season passes (sold through the official This is Nux-powered ticketing platform and the Guts Events secondary channel), merchandise (via the Macron Store Deurne webshop), tiered sponsorships (premium partners including Prijsvrij Grote Vakanties, Jack's Casino, Keuken Concurrent, Crowe, Story BMW, OnThatAss, and Slamstox, plus 150+ additional partners), and the Crowe Business Club, a corporate membership and networking platform with 160+ member companies. A second community, the Brabants Basketball Convenant, links 35+ affiliated basketball clubs across the region for coaching clinics, sponsor commissions, and shared visibility.

The club is privately held, employs 11-50 people, and operates from a single arena in 's-Hertogenbosch. Its management team comprises General Manager Stefan Wessels, Head Coach Erik Braal, Assistant Coach Mike de Kraker, Strength & Conditioning Coach Bart Verberkmoes, and Commercial Manager Vincent Nguyen (transitioning to Bas de Vries on 01 July 2026). The Heroes Community fan zone provides grassroots supporter engagement through WhatsApp groups and matchday atmosphere activities.

Name

Heroes Den Bosch

Legal name

Heroes Basketball B.V.

Website

https://heroesdenbosch.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

11–50 employees

Short description

Heroes Den Bosch is a private professional basketball club founded in 1919 in 's-Hertogenbosch, Netherlands, competing in the BNXT League and FIBA Europe Cup, generating revenue from tickets, merchandise, sponsorships, and a 160+ member Business Club.

Ownership category

akta.pro rank

Product category

Professional Basketball Club

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Basketball Leagues (MPAKAAAD)

akta.pro secondary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Professional basketball club
• Sports entertainment services
• Basketball league competition
• Corporate sports hospitality
• Team merchandise sales

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Ticket Sales: Revenue from individual game tickets and season passes sold through the official ticket platform (tickets.heroesdenbosch.com) and This is Nux.
2. Business Club Memberships: Corporate membership program (Crowe Business Club) with 160+ member companies, offering networking events, match hospitality, and business development opportunities in exchange for membership fees.
3. Merchandise Sales: Sale of official club merchandise including apparel and accessories through the Macron-operated webshop.
4. Sponsorships: Partnership deals with premium sponsors including Prijsvrij Grote Vakanties, Jack's Casino, Keuken Concurrent, Crowe, Story BMW, and 150+ other business partners across various tiers.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Heroes Den Bosch (Heroes Basketball B.V.) operates a professional basketball club that fields a team competing in the BNXT League and the FIBA Europe Cup, hosting home games at Maaspoort Den Bosch. The organization sells match tickets, team merchandise, and corporate hospitality/membership packages through the Crowe Business Club, and participates in the Basketball Convenant network linking 35+ clubs to grow grassroots basketball in the Netherlands.

Product overview

Heroes Den Bosch is a professional basketball club operating as a multi-faceted entertainment and business platform. The core offering is the basketball team competing in the BNXT League and FIBA Europe Cup at Maaspoort Den Bosch. This core product is supported by several integrated modules: the Business Club (networking platform for over 160 entrepreneurs), Basketball Convenant (membership program for 35+ affiliated basketball clubs offering coaching clinics and player appearances), and Entertainment services (in-game experiences including dance acts, TV-Ball contests, and skills challenges). Additional offerings include the Heroes Community fan zone, Webshop for merchandise, and Tickets/Season Passes for match access.

Differentiator

Problem solved

Functional benefit

Brands

• Crowe Business Club: The business networking platform of Heroes Den Bosch with 160+ member companies focused on connecting entrepreneurs through basketball and entertainment

Products and services

• BNXT League Team Participation

Quantifiable outcome

• Business Club membership growing monthly with 160+ companies involved
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core, minor, premium and standard.

• MacroncoreChannel Partner/ Reseller/ DistributorMacron is the official apparel and merchandise partner of Heroes Den Bosch, operating the club webshop for official merchandise including club clothing and basketball accessories.
• BNXT LeaguecoreStrategic or Co-development PartnerHeroes Den Bosch competes in the BNXT League, a professional basketball league covering the Netherlands and Belgium, as a core member of the competition.
• Maaspoort Den BoschcoreStrategic or Co-development PartnerHome arena partnership. Maaspoort Den Bosch is the venue where Heroes Den Bosch plays its home games, providing the facilities for games and entertainment events.
• FIBA Europe CupminorStrategic or Co-development PartnerHeroes Den Bosch participates in FIBA Europe Cup international competition, a European club basketball competition organized by FIBA.
• Nederlandse Basketball Bond (NBB)coreStrategic or Co-development PartnerHeroes Den Bosch participates in the Dutch Basketball League organized by the NBB, the governing body for basketball in the Netherlands.
• Prijsvrij Grote VakantiespremiumGTM or Marketing PartnerPremium sponsor offering travel and vacation packages. Sponsors the Prijsvrij Skills Challenge at home games with €1500 travel credit prize for the season winner.
• Jack's CasinopremiumGTM or Marketing PartnerPremium sponsor of Heroes Den Bosch, a casino entertainment brand.
• Keuken ConcurrentpremiumGTM or Marketing PartnerPremium sponsor of Heroes Den Bosch, a kitchen retailer brand.
• CrowepremiumGTM or Marketing PartnerPremium sponsor (Crowe Business Club naming rights). Crowe is an accounting and advisory firm providing financial services.
• Story BMWpremiumGTM or Marketing PartnerPremium sponsor, BMW/MINI dealership in 's-Hertogenbosch.
• OnThatAssstandardGTM or Marketing PartnerPremium sponsor, sports apparel brand.
• SlamstoxstandardGTM or Marketing PartnerPremium sponsor, sports agency brand.
• AudioExpertstandardGTM or Marketing PartnerOfficial supplier sponsor. AudioExpert provides TV prizes for the TV-Ball game day contest, giving away TVs at home games.
• This is NuxcoreChannel Partner/ Reseller/ DistributorOfficial ticket service provider powering the ticketing platform at tickets.heroesdenbosch.com for selling tickets, season passes, and event packages.
• Brabants Basketball Convenant Member ClubscoreStrategic or Co-development PartnerNetwork of 35+ basketball clubs across Brabant participating in the Basketball Convenant. The convenant facilitates knowledge sharing, coaching clinics, sponsor commissions training, and mutual visibility between Heroes and affiliated clubs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Liège Basket: Belgian BNXT League club; comparable as a cross-border league peer competing in the same competition and for similar Belgian/Dutch sponsor segments.
• Aris Leeuwarden: Dutch professional basketball club competing in the BNXT League; comparable in size, regional scope, and reliance on local sponsorship and ticketing.
• Donar Groningen: One of the most established Dutch professional basketball clubs; competes in the BNXT League with similar sponsorship, ticket, and merchandise revenue dynamics.
• Windrose Giants Antwerp: BNXT League opponent (Belgian side) playing in the same cross-border league; comparable as a Benelux professional basketball club competing for FIBA Europe Cup spots and regional sponsorship.
• Filou Oostende: Belgian BNXT League powerhouse; a useful benchmark for a top-tier Benelux basketball club with similar four-pillar revenue mix (tickets, sponsors, hospitality, merchandise).
• Landstede Hammers Zwolle: BNXT League opponent named in Heroes Den Bosch's own fixture list; a Dutch professional basketball club of comparable scale competing for the same national sponsor and fan pools.
• Rotterdam City Basketball: BNXT League opponent and Dutch professional basketball club; directly comparable in league tier, market type (large Dutch city), and sponsorship-driven revenue model.
• ZZ Leiden: Long-standing Dutch professional basketball club in the BNXT League with a comparable naming-rights sponsor structure and similar regional fan base scale.

Broad incumbents

• FC Barcelona Basketball: Elite European basketball property and EuroLeague participant; useful as a benchmark for what a fully scaled basketball entertainment, sponsorship, and media-rights business can look like, even though Heroes operates at a much smaller scale.

Others

• New Heroes Den Bosch (parent alumni / alumni program): Listed as a Premium Partner of Heroes Den Bosch and a connected brand in the Den Bosch basketball ecosystem; included as a closely adjacent local entity with potential sponsor or program overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/heroesdenbosch
• YouTubeyoutube.com/heroesdenbosch
• Facebookfacebook.com/HeroesDenBosch
• LinkedInlinkedin.com/company/heroes-den-bosch
• Instagraminstagram.com/HeroesDenBosch
• TikToktiktok.com/@heroesdenbosch

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Heroes Den Bosch