PSV and TU/e to collaborate on talent and innovation

November 5, 2019

The parties signed a memorandum of understanding yesterday.

TU/e President Robert-Jan Smits (l) and PSV general manager Toon Gerbrands.

Soccer club PSV and Eindhoven University of Technology (TU/e) are intensifying the good ties that the two Eindhoven parties have maintained for years. There will be an official partnership, focusing on talent along with vitality research and innovative power of the Brainport Metropolitan Region Eindhoven. The parties signed a declaration of intent on 4 November.

Robert-Jan Smits, President of the TU/e Executive Board, sees many opportunities for both parties. “PSV and TU Eindhoven are both top clubs. Our researchers and students will do their best to help PSV get even better, for instance by applying our Data Science expertise to the performance data that PSV tracks. A student team will use this data to develop, for example, a prototype that can support the coach on the field.”

“Here in the region, special things happen,” says PSV’s General Manager, Toon Gerbrands. “The economy of the Brainport Eindhoven region is growing much faster than the rest of the Netherlands, and nowhere else in the world are more patents registered than here. TU/e and PSV want the performance curve to remain strong and are going to invest energy in this together.”

Enthusing talent
In addition to strengthening one another, PSV and TU/e will work together for the region. Attracting, developing and retaining talent is an important objective of the partners. An example of this is the recent presence of PSV and Brainport Eindhoven at a talent fair in Mexico, enthusing talent on behalf of the region.

Living laboratory
The PSV Stadium and PSV Campus De Herdgang will be a living laboratory for TU/e scientists and students. PSV’s performance department will have the opportunity to present data issues to student teams from Eindhoven University of Technology. They will examine the enormous amount of performance data in the form of a challenge and then provide PSV with recommendations.

“A Living Lab is the ideal way to implement this wonderful collaboration,” says Robert-Jan Smits. “By being on-site at PSV, at the training pitch and in the stadium, our people can get a feel for what’s going on and we can be in close contact with the people whom the project concerns. This will lead to better and more applicable research results, which can often be tried out quickly. Various experiments have already been carried out regarding player measurements and the reduction of stress among players. This has resulted in some great stuff, and I’m sure it’ll provide even more valuable insights for both us and PSV.”

Discovering patterns
PSV’s marketing also makes a lot of use of data, so the parties are also looking for collaborations in this area. “TU/e can help us discover patterns in our data that we don’t even know are there,” says PSV’s Head of Marketing Intelligence, Joeri Verbossen. “A well-considered analysis of various algorithms can reveal insights and patterns that in turn provide insights into the behavior of our fans, for instance. Another example is improving the customer experience by analyzing the traffic around matches or bottlenecks in hospitality flows.”

Another point in the cooperation agreement is that PSV and TU/e will work together to boost the innovative power of the Brainport Eindhoven region. To this end, the parties want to stimulate and start up innovation projects and collaborations with and between companies in the region.

The Philips Stadium of the future
Artificial intelligence will also play a role in the ideas surrounding the stadium of the future. PSV and TU/e are of the opinion that much more is possible at the Philips Stadium, such as opportunities in the field of drones and automation. There are also possibilities for the stadium outside the realm of artificial intelligence, such as an innovative roof constructions or a movable pitch.