Eindhoven-based football club PSV announced its new shirt sponsor for the 2019–20 season: Brainport Eindhoven. In fact, Brainport is not a company but a partnership by five tech companies and institutions that aim to promote the Eindhoven region for investments in tech developments.
The brand typeface for everything Brainport is Nitti Grotesk, designed by Bold Monday’s (Eindhoven-based) Pieter van Rosmalen. For the shirt, a custom only-type version of the logo is used.
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Brainport Eindhoven released an explanatory video about the shirt (that was used for one match only):