The unlikely match that makes perfect sense

At first glance, it’s an unexpected pairing: PSV Women, a top-tier professional football team, and Fe+male Tech Heroes, a network committed to increasing the visibility of women in the tech world. What does the pitch have to do with photonics, AI, or semiconductors?

As it turns out, more than you would think.

This bold new sponsorship isn't just about branding—it's about shared values. Both women's football and the tech sector are spaces where women have historically been underrepresented, underestimated, and underfunded. Both are now pushing for change. And both know the power of visibility.

By putting Fe+male Tech Heroes on the shirts of PSV Women, the partnership turns every match into a statement. It says: women belong in the spotlight, whether that's on the playing field or at the frontlines of innovation. It’s an unlikely match, but one that makes perfect sense in a region like Brainport Eindhoven, where the need for diverse tech talent is urgent and the momentum for change is real.

More than just a logo on a jersey, this alliance between women’s football and the tech world sends a clear message: female talent belongs everywhere, including in the heart of Europe's most advanced innovation ecosystem.

A shared mission: Visibility, opportunity, representation

Fe+male Tech Heroes was founded in 2019 with a simple but powerful goal: to create a diverse and inclusive tech world by promoting more visibility for women and underrepresented voices in technology. The platform has grown into a vibrant community of over 4,000 members and supporters, including engineers, developers, entrepreneurs, and students. The initiative aims to inspire the next generation of female talent and dismantle barriers that hold women back in high-tech sectors by hosting events, amplifying role models, and fostering mentorship.

When she was still Dutch Minister of Economic Affairs and Climate, Micky Adriaansens, said the lack of diversity is more than a social issue; it’s an economic threat: “We simply cannot afford to miss out on half of the talent pool if we want to remain competitive in key technologies.”

The sponsorship, backed by seven key Brainport companies including Cisco, Driessen Groep, Heijmans, Mansveld Techniek, Simac, Tibo-Veen, and HTCE itself, makes that mission visible on a national stage. Every time PSV Women takes the field, they carry the Fe+male Tech Heroes banner with them, literally and symbolically.

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Why Brainport Eindhoven?

Brainport Eindhoven is not just a hub for innovation; it is the beating heart of the Netherlands’ high-tech economy. The region is home to world-leading companies and research institutes such as ASML, NXP, Signify, TNO, and TU/e. It contributes disproportionately to national R&D spending, high-value exports, and the development of next-gen technologies in semiconductors, photonics, and artificial intelligence.

However, this technological growth is threatened by a persistent and growing shortage of skilled workers. According to Brainport Development, there will be over 60,000 unfilled tech and IT positions in the region by 2030 unless talent pipelines are significantly expanded. The solution isn't just more graduates, but a more diverse group of graduates.

And yet, only 16% of Dutch technical professionals are women, and fewer than 1 in 10 engineers in leadership roles are female. This gender imbalance represents a huge untapped opportunity, not just in numbers, but in perspective, creativity, and innovation. "If we want to secure our position as Europe’s high-tech powerhouse, we need everyone on board," says Ingelou Stol, co-founder of Fe+male Tech Heroes. "That includes the incredible talents and ideas of women and girls who may not yet see themselves in this world."

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Sport as a catalyst for change

Sport and technology may seem like distant domains, but both shape culture and identity. Through this partnership, Fe+male Tech Heroes and PSV Women aim to challenge stereotypes and expand the perception of who belongs in tech.

"This is a wonderful deal for all of women's football," said Frans Janssen, Commercial Director of PSV. "At the same time, it illustrates the strength of the Brainport region."

The collaboration also envisions a broader cultural shift: one in which female athletes are increasingly becoming role models not just for physical achievement, but for leadership, resilience, and ambition: qualities that align perfectly with careers in science, engineering, and technology.

Education and inspiration go hand in hand

The partnership is not just symbolic. It is supported by educational partners, including TU/e, Fontys University of Applied Sciences, and Summa College, which all play critical roles in shaping the future tech workforce. Through school visits, mentorship programs, and exposure to role models in both sport and STEM, the collaboration intends to inspire girls at a younger age to consider careers in technology and give them the tools to succeed.

Research from McKinsey and the European Commission shows that increasing female participation in tech could help close the EU’s digital skills gap and boost GDP by up to €600 billion by 2050. Simple conclusion: it's not just the right thing to do; it’s smart economics.

As Brainport continues its push for international recognition and technological leadership, the region also aims to lead in inclusion. "We’re not just cheering from the sidelines," says Stol. "We’re inviting women to take the lead."