HERA United

What HERA United does

HERA United is the first independent professional women's football club in the Netherlands, operating from Amsterdam under Hera United Holding B.V. The club took over the Women's Eredivisie license from Telstar Vrouwen in September 2025 and debuted in the top flight, reaching the KNVB Cup semi-final before suffering relegation to the Eerste Divisie at the end of the 2025-26 season. HERA United plays home matches at AFC Amsterdam's Sportpark Goed Genoeg and operates a portfolio of teams (HERA 1, Jong HERA) plus a youth academy continued in collaboration with the previous license holder in Haarlem.

The business combines matchday operations with a multi-revenue model: ticket sales and annual season passes (UNITED Kaart in Adult, Youth, and Premium tiers), Nike-licensed merchandise distributed through Voetbalshop.nl, recurring Business Club memberships (Company and ZZP/Privé tiers offering lounge access, hospitality, and networking), sponsorship, and donations to the affiliated HERA Foundation supporting girls' football access (girls aged 6-23). Additional revenue and impact channels include HERA United Soccer Schools in partnership with Soccer Camps United and youth clinics delivered through community partners such as One Jongerenwerk, House of Besma, and Hogeschool van Amsterdam.

The organization is led by co-founders Marieke Visser (Director Mission & HERA Foundation), Susan van Geenen (CEO), and Barbara Barend (Director Business Development), supported by a non-executive board chaired by Femke Brenninkmeijer and including representatives from Clifford Chance, B Law, and former EY/Accenture leadership. With 9 employees, brand identity 'BE A HERA', and a social media reach of 4.9M+ in its debut season, the club is positioned as a mission-driven challenger brand at the intersection of elite women's sport and social impact, currently operating from the second tier with an explicit mandate to return to the Eredivisie.

Name

HERA United

Legal name

Hera United Holding B.V.

Website

https://hera-united.nl

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

HERA United is the first independent professional women's football club in the Netherlands, operating from Amsterdam across matchday operations, Nike-licensed merchandise, Business Club memberships, and the HERA Foundation's girls' football programs. Founded by Marieke Visser, Susan van Geenen, and Barbara Barend, the club currently competes in the Eerste Divisie following relegation from the Eredivisie.

Ownership category

akta.pro rank

Product category

Professional Women's Football Club

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Association Football (Soccer) Leagues (MPAKAAAA)

akta.pro secondary industry

Soccer/Football Footwear & Apparel Retail (CRAMACAC)

Keywords

• Professional women's football
• Football club operations
• Sports merchandise retail
• Season ticket subscriptions
• Corporate sports networking

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from individual match tickets and season tickets (United Kaart) for home matches at Sportpark Goed Genoeg, Amsterdam
2. Merchandise: Sales of official HERA United merchandise including Nike kits, accessories sold through Voetbalshop.nl partnership
3. Business Club Memberships: Corporate memberships (Company or ZZP/Privé) providing access to Business Lounge, match seats, events, and networking opportunities. Tax deductible for entrepreneurs
4. Sponsorship: Partnership deals with commercial sponsors displayed on club materials and website
5. Foundation Donations: Donations to HERA Foundation for social programs supporting girls' football access

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

HERA United is a professional women's football club that fields the HERA 1 first team, Jong HERA youth team, and Academie development program. It generates revenue through match tickets, the UNITED Kaart season ticket, official Nike merchandise, Business Club memberships, sponsorships, and a non-profit HERA Foundation supporting girls' football access.

Product overview

HERA United operates as a women's professional football club organization with a multi-product portfolio. The core offering is competitive football through HERA 1 (competing in the Women's First Division), Jong HERA youth team, and the Academie development program. Revenue products include official Nike merchandise (shirts, water bottles, beanies) and the UNITED Kaart season ticket with multiple tiers including premium options with Business Lounge access. The club also operates a Business Club membership program for networking and corporate engagement. Social impact initiatives are delivered through the HERA Foundation (focused on getting 100,000 girls aged 6-23 playing football) and HERA United Soccer Schools in partnership with Soccer Camps United. The organization completed its first season in 2025-2026 after taking over the Telstar Vrouwen license.

Differentiator

Problem solved

Functional benefit

Products and services

• HERA 1 First Team The first team of HERA United, currently competing in the Vrouwen Eerste Divisie following relegation from the Eredivisie. Plays home matches at AFC Amsterdam's Sportpark Goed Genoeg.
• Jong HERA Youth Team The youth/reserve team of HERA United, part of the club's talent development pipeline.
• HERA Academie Academy program continuing the youth development legacy from Telstar Vrouwen in Haarlem, focused on developing female football talent.
• UNITED Kaart Season Ticket Season ticket for 2026-2027 providing access to all competitive home matches, KNVB Cup home matches through eighth finals, priority at exclusive HERA events, fan shop discounts, exclusive welcome gift, and youth fan experiences with players.
• Premium UNITED Kaart Premium season ticket tier offering Business Lounge access, covered standing/tribune seating, and exclusive networking opportunities.
• HERA United Business Club
• HERA Foundation Foundation focused on increasing access to football for girls aged 6-23, with initiatives including HERA Playground, soccer schools, talent days, and the goal of getting '100,000 HERAs on the ball'.
• HERA United Soccer Schools Soccer schools program developed in partnership with Soccer Camps United, offering talent days and soccer camps for young girls of all skill levels in Amsterdam and Haarlem regions.
• Nike HERA United Thuisshirt 2025-2026 Official Nike home shirt for HERA United for the 2025-2026 season, available in women's and kids' sizes, priced at €59.99.
• HERA United Water Bottle (Bidon Donkerblauw) Official HERA United water bottle in dark blue, priced at €9.99.
• HERA United Beanie (Muts Donkerblauw) Official HERA United beanie in dark blue, priced at €19.99.
• HERA Fanclub Official supporter fanclub serving as the heart of the HERA United supporters community, building match atmosphere and giving fans a voice in the club.

Quantifiable outcome

• 4.9 million+ social media reach in first season
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Soccer Camps UnitedcoreStrategic or Co-development Partner · 27 March 2026Collaboration to create HERA United Soccer Schools, providing young girls of all football levels the opportunity to experience training methods of the first independent Dutch professional women's football club. Includes talent days and summer camps.
• Hogeschool van AmsterdamminorStrategic or Co-development PartnerUniversity partnership focused on social impact and education in Amsterdam. Hogeschool van Amsterdam supports the foundation's mission.
• One JongerenwerkminorStrategic or Co-development PartnerYouth organization in Amsterdam Nieuw-West providing support and safe spaces for young people aged 10-23, supporting HERA Foundation programs.
• Firma TwistminorStrategic or Co-development PartnerStrategic consultancy focused on societal change, supporting HERA's mission and organizational development.
• De SelectieminorStrategic or Co-development PartnerHR and organizational consultancy taking a holistic approach to organizational challenges, supporting HERA's development.
• ParkBeeminorGTM or Marketing PartnerParking partner offering discounted parking spots near Sportpark Goed Genoeg. Code HERA10 provides discount for supporters.
• NikecoreGTM or Marketing PartnerOfficial kit supplier for HERA United, providing match shirts, training wear, and merchandise including home shirt 2025-2026.
• Project FearlessminorStrategic or Co-development PartnerPartner organization whose girls attended HERA Foundation clinics at matches, supporting girls' football participation.
• Favela StreetminorStrategic or Co-development PartnerPartner organization whose girls participated in HERA Foundation programs and clinics, expanding football access.
• House of BesmaminorStrategic or Co-development PartnerYouth organization in Amsterdam Nieuw-West that collaborated on the first HERA Foundation clinic with 10 girls from the area.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• Lewes FC Women: Lewes FC Women's team is one of the UK's pioneering independent women's football clubs, comparable to HERA United's first-independent-professional model in the Netherlands. Both clubs appeal to community-driven, mission-led women's football fan bases.
• Angel City FC: Angel City FC is a high-profile independent women's professional football club in the NWSL with a strong social mission. Comparable to HERA United as a pioneering independent women's football club with social-impact brand positioning and a community-led GTM motion.

Direct peers

• ADO Den Haag Vrouwen: ADO Den Haag's women's team competes in the Dutch Women's Eredivisie. Comparable women's professional football club operating in the same Dutch women's football league ecosystem as HERA United.
• Ajax Vrouwen: Ajax's women's team competes in the same Dutch Women's Eredivisie ecosystem as HERA United. Most direct Dutch women's professional football comparison; cross-subsidized by Ajax's men's football powerhouse and a benchmark for women's football operating scale in the Netherlands.
• FC Utrecht Vrouwen: FC Utrecht's women's team competes in the Dutch Women's Eredivisie. HERA United has played against this team in the Eredivisie (FC Utrecht vs HERA United match highlights referenced on HERA's YouTube channel), making it a direct on-pitch competitor.
• FC Twente Vrouwen: FC Twente's women's football team has been one of the most successful Dutch women's football clubs and competes in the same Women's Eredivisie. Serves as an on-pitch benchmark for women's football operations in the Netherlands.
• PEC Zwolle Vrouwen: PEC Zwolle's women's team competes in the Dutch Women's Eredivisie. Direct domestic competitor; PEC Zwolle vs HERA United match highlights appear on HERA's YouTube channel, confirming shared league competition.
• PSV Vrouwen: PSV Eindhoven's women's team competes in the Dutch Women's Eredivisie. Comparable women's professional football operating model backed by a men's football parent club in the same league tier as HERA United.

Broad incumbents

• Tottenham Hotspur Women: Tottenham Hotspur Women's team competes in the Women's Super League, the English equivalent of the Dutch Women's Eredivisie. Comparable women's professional football club with a parent men's football club in a major European football market.
• VfL Wolfsburg Frauen: VfL Wolfsburg's women's team is one of the most successful European women's football clubs and an established benchmark in the women's club game. Provides a ceiling reference for HERA United's category in terms of brand, sponsor, and competitive scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hera_united
• YouTubeyoutube.com/@HERAUnited
• Facebookfacebook.com/HERA-United-61577376775883
• LinkedInlinkedin.com/company/hera-united
• Instagraminstagram.com/hera.united
• TikToktiktok.com/@hera.united.nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 HERA United