PSV and Efteling Launch Special-Edition Shirt Featuring NFC Chip in Club Crest.

Roger Hampel

Image: PSV Eindhoven

PSV Eindhoven and Dutch theme park Efteling have unveiled a special edition football shirt created as part of their long-standing partnership, combining elements of club history, regional identity and interactive technology.

The design forms part of a broader collaboration between the Eredivisie club and one of the Netherlands’ most recognised entertainment brands. Rather than functioning as a conventional kit release, the project aims to connect football culture with storytelling rooted in Eindhoven’s creative and technological heritage.

The shirt will be worn by PSV players while also being made available to supporters as a limited merchandise item.

Interactive Shirt Featuring NFC Technology PSV

A key feature of the shirt is the integration of an NFC chip embedded in the PSV crest, allowing fans to scan the badge with a smartphone. The chip links supporters to a dedicated digital landing page featuring additional content, promotions and future fan activations connected to the collaboration between PSV and Efteling.

The use of NFC technology reflects a growing trend in sports merchandising where clubs embed interactive elements within apparel, enabling digital engagement beyond traditional retail purchases.

Design Inspired by Stars and Club History

Image: PSV

Visually, the shirt features a pattern of subtle star motifs integrated across the fabric, referencing both storytelling themes associated with Efteling and PSV’s sporting achievements. Among these design elements are 26 golden stars, representing the club’s Eredivisie titles and linking the visual concept to the club’s historical success. The design intentionally appears understated from a distance but reveals more detail at close range, using texture and lighting effects to create a dynamic visual identity.

Cultural Inspiration From Eindhoven’s Innovation Heritage

The concept also references Peter Reijnders, a Dutch designer and engineer associated with early technical innovations behind the Efteling’s famous Fairy Tale Forest. Reijnders previously worked alongside engineers connected to Philips, a company historically linked to Eindhoven and PSV’s founding identity.

Illustrations inspired by Reijnders’ work have been incorporated into the shirt’s numbering design, serving as a tribute to the intersection of technology, creativity and regional heritage that shaped both the city of Eindhoven and the Efteling theme park.