Philips ending PSV shirt sponsorship after 34 years

One of the longest shirt sponsorship in professional football is coming to an end as PSV Eindhoven and Philips announced on Wednesday that Philips will no longer be the shirt sponsor of PSV from the start of the 2016-17 season.

A statement on the PSV website announced that: "Starting from the 2016-2017 season, Philips will no longer be on the PSV strip."

The electronic giant's brand has been on players' shirts since the Dutch football federation first allowed strip sponsorhip in 1982, but the company no longer wants to be main sponsor as it changes its commercial strategy, AFP reports.

Philips' current sponsorship deal ends mid-2016 and a new deal for an unspecified lesser amount will be signed, Philips spokesman Eric Drent told AFP.


PSV Eindhoven beat Heerenveen 4-1 to win the Dutch championship on Saturday for the first time in seven seasons.

PSV's victory put them on 79 points and beyond the reach of second-placed Ajax Amsterdam, who have lost their title after four successive years as champions.