PSV doesn’t just want to compete at the highest level on the field. Off the field, too, the club sets the bar high. PSV increasingly wants to base its decisions on facts and insights, rather than just intuition. This makes data-driven working not just a standalone project, but a deliberate strategic choice that requires vision, structure, and the right partner. PSV found that partner in Pipple. After their first year of collaboration, Roy Smits and Damian Bott of PSV look back. What has been built? What has been learned? And above all: how is PSV working with Pipple to ensure that it also plays at a Champions League level when it comes to data and AI?
One club, many companies
At PSV, football takes center stage and the matches are sacred. “But we’re also a retailer with two stores and an online shop, the largest restaurant in Eindhoven on match days, and we organize numerous events every week in collaboration with our fans and business partners,” says Roy Smits, who is responsible for IT management at the club. “Actually, we’re a lot of small businesses combined into one. That’s exactly why data is essential for making good decisions.”
Data-driven working was therefore firmly embedded in the club’s vision. Damian Bott, responsible for corporate strategy, adds:
In the world of football, many people have strong opinions. That’s part of the game. But if you want to improve systematically, you have to supplement opinions with facts. Data helps us to make sharper decisions, both on and off the field.
From ambition to concrete steps
The desire to work in a more data-driven way was already there, but how do you implement that across the entire organization? “We were taking the first steps with a junior data team when we came into contact with Pipple,” says Roy. “We weren’t looking for a vendor, but a partner to help us build. Pipple helps us translate our ambition into action.”
According to Damian, that collaboration accelerated the process. “With Pipple, we were able to really pick up the pace on what we had outlined in our Vision 2030. They brought a clear methodology to the table: the DELTA model.” This maturity model provides insight into where an organization stands in terms of data and AI. “Together, we determined our starting point and where we want to be in a few years. We translated that into a clear roadmap. This way, we make data-driven work concrete and manageable, and we can grow in a focused way toward becoming a mature data organization.”
From strategy to the work floor
In addition to developing the strategy, PSV teamed up with Pipple to explore the organization and brainstorm use cases, without imposing any restrictions upfront. “That resulted in more than fifty ideas,” says Roy. “Now we’re selecting the initiatives with the greatest impact that are also truly feasible.”
The effect is clearly noticeable. “Data awareness has grown,” says Roy. “People are thinking more consciously about what data can mean for their work. Of course, there’s still room for personal insights, especially in football. We don’t want to become a robot club, but rather use data to strengthen people and processes.”
Support for a wide range of cases
Although the initial focus was on strategy and innovation, it soon became clear that operational support was also needed. “Pipple was able to step in right away,” says Roy. “Sometimes we needed extra capacity, sometimes specific expertise. Pipple supported our data team and collaborated on a wide range of cases, both within and outside of football. This work also helped to strengthen the strategic process.”
A partnership on Champions League level
Both Roy and Damian are enthusiastic about the collaboration. “There’s a strong cultural fit,” says Roy. “The people at Pipple almost feel like colleagues. They’re flexible and proactive. Generally speaking, anything is possible: we hardly ever hear ‘no.’ At the same time, they’re honest when something sounds good but doesn’t deliver much in practice. That openness makes for a very pleasant working relationship.”
Damian agrees: “Pipple is strong in terms of content, but also pragmatic. They’re committed and visibly proud of the partnership. You can see that in everything they do. And when you understand each other well, you simply work better together.”
The foundation is in place
Data and AI were already part of our vision, but are now truly embedded in how we operate as a club.
After the first year, the foundation is solid. The roadmap is clear, the data team is stronger, and the organization is on board. “This is a multi-year process,” Damian concludes. “The first year was all about getting started, learning, and laying the groundwork. Now we can continue building and accelerate our progress.”
Roy adds: “Data and AI were already part of our vision, but are now truly embedded in how we operate as a club. We’re increasingly focused on what they can bring us: better insights, more efficient work, and empowering our colleagues. PSV aims to compete at the highest level on a consistent basis. On the field and beyond. The partnership with Pipple is crucial to this. Together, we are building, step by step, a future-proof, data-driven PSV.”
