Ebury continues to expand its partnership with sports teams as today (Thursday) announced its latest deal with PSV Eindhoven, a football club in The Netherlands. The London-headquartered financial technology firm has signed a multi-year contract, becoming the club's "official fintech partner."

A Strategic Partnership for the Fintech Firm

The partnership is strategic, aiming to extend Ebury's network in the Brainport technology region. Interestingly, the partnership goes beyond branding promotions, as the fintech firm will provide international payments and cash management solutions to the club.

"As a club, we conduct many international payments," said Frans Janssen, the Commercial Director at PSV. "We are convinced that Ebury's services add value to both PSV and the other companies within our business network. Ebury and their FX Services add additional value to our growing network and strengthen the position of the Brainport region."

PSV is one of the popular domestic football clubs in The Netherlands and plays in the pan-European Champions League. Founded in 1913, the club has 110 years of history, and It plays from a home stadium with a capacity of over 35,000. PSV has a massive presence on social media; it has more than a million followers on both Instagram and Facebook.

Ebury did not detail the scope of its partnership with the football club. It is unclear which physical and digital real-estate of the club the fintech company will use for its promotions. However, it seems that at least the logo of the company will appear on the line display during the club's home matches.

"The international character of PSV and their strong connection to this region perfectly aligns with the values and vision of Ebury. We look forward to demonstrating our value, not only to PSV but also to the thriving community of businesses in this region," said Maurits Zwart, Partner at Ebury.

Expansion Strategy Is in Mind

Ebury expanded aggressively over the years and now operates from 40 offices across 25 countries.

The London-headquartered company additionally sees benefits in sports sponsorships. Last August, it inked a four-year partnership deal with Fulham Football Club in England. That deal came only days after it entered a similar partnership with another football club located in France.

Sports sponsorships are very popular when it comes to promoting financial services companies. These deals come in all shapes and sizes, but partnerships with football teams dominate because of the game's popularity and reach. Earlier, Finance Magnates revealed that the cost of football sponsorship deals can range from $1 million to more than $50 million.