THE HAGUE: Philips has confirmed it will end its longstanding, multi-decade primary shirt sponsorship of Dutch league leaders PSV Eindhoven.

The club, originally founded as a team for Philips employees in 1913, has featured Philips in the primary front-of-shirt position for 34 years, but PSV and the company have reached an agreement that the deal will not continue once the current contract ends in 2016.

Philips, which is believed to pay PSV between €5m and €7m a year for its current range of sponsorship rights, will remain a club sponsor in a lesser capacity.

“We want to change the relationship to [fit] the ambition of the company. With this we are setting up a future-proof relationship and are giving new input into our cooperation [with PSV],” said Hans de Jong, Philips Benelux chief executive.

PSV, currently top of the Eredivisie by 12 points, are also looking for a new back-of-shirt sponsor, with current partner Freo having already declared it will not seek an extension to its current deal which expires at the end of this season.

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