Feyenoord Names JOE as New Sleeve Sponsor and Official Music Partner

Feyenoord Rotterdam has announced a new partnership with JOE Radio, appointing the fast-growing Dutch broadcaster as the club’s Official Music Partner for the upcoming 2025/26 football season. As part of the agreement, JOE’s logo will appear on the sleeve of Feyenoord’s official matchday kit, replacing the club’s previous sleeve sponsor after five years.

Music Meets Football in Strategic Branding Collaboration

With this new sponsorship, Feyenoord and JOE are tapping into the deep emotional synergy between music and football, using their platforms to engage supporters through co-branded campaigns and fan activations throughout the season.

Ruud van der Knaap, Feyenoord’s Commercial Director, commented:

“We’re excited to welcome JOE as our new sleeve sponsor. The station has seen impressive growth and now plays a significant role in Dutch media. Music and football share a natural connection—they amplify emotions and unite communities. This partnership offers exciting opportunities to engage our supporters in fresh and creative ways.”

Creating Shared Fan Experiences with Sound and Emotion

Mark de Deugd, Marketing Director at JOE, echoed the enthusiasm:

“We’re proud to partner with a club like Feyenoord, which represents passion, tradition, and a strong connection with its fans. These are the same values that define our identity as a music station. Together, we aim to create unforgettable moments that fans can feel and remember, with music acting as the emotional thread.”

About JOE – One of the Fastest Growing Radio Stations in the Netherlands

JOE Radio entered the Dutch radio scene in September 2023 and has quickly become one of the top five radio stations in the country, reaching over 5 million listeners every month. The station’s playlist is anchored by timeless hits from the 70s, 80s, and 90s, offering a nostalgic yet powerful soundtrack for daily life.

The popular morning show – hosted by Coen Swijnenberg and Sander Lantinga – airs every weekday and has become a favorite among listeners. JOE is part of DPG Media, a long-time Feyenoord partner, further reinforcing the strategic fit between the two brands.

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