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Home is where the match begins

KaFra Housing and PSV provide international talent a second home

Since its inception in 2018, KaFra Housing has become a leading player in housing international workers, students and urgent housing seekers. To further increase KaFra's brand awareness and strengthen its position as an innovative player in housing solutions, KaFra has joined reigning national football champion PSV as a partner from season 2023-2024. Capital Sports formulated the sponsorship proposition and guided KaFra Housing to take advantage of the many opportunities the partnership offers.

CS Website Kafra PSV 2-2-1-1-1
Behind-the-scenes KaFra & PSV

Home is where the match begins
As a club with a rich history of international players, PSV knows better than anyone else the importance of making them feel at home far away from their home country. PSV is known for its friendly atmosphere and hospitality, making foreign players feel at home in Eindhoven. Really everything is perfectly arranged for them. Club icon Mart van den Heuvel plays a crucial role in safeguarding this culture. Partly because of his dedication and personal approach, the Philips Stadium and De Herdgang are a second home for many. With ‘Home is where the match begins’, KaFra and PSV emphasise that a great home is not only a place to live, but also provides the inspiration and motivation to perform great.

Commercial - Part 1: Second home
To highlight the theme surrounding the partnership, Mart van den Heuvel is placed in the spotlight. The player liaison symbolizes hospitality, making him the ideal person to emphasize the natural connection between KaFra and PSV. He does this in May 2024 in a commercial featuring veteran Hirving Lozano and international top talents Ricardo Pepi and Armel Bella-Kotchap. Lozano, the first of the trio, returned to PSV in the summer of 2023 after a previous stint in Eindhoven. The main reason? At PSV, he feels at home. And this is thanks in no small part to Mart.

Commercial - Part 2: Home from day one
To further reinforce the shared values of PSV and KaFra Housing during the 2024-2025 Eredivisie season, a second commercial followed in November 2024. This time, alongside Mart van den Heuvel, Ivan Perišić takes center stage. The Croatian star, who has just arrived at PSV, already feels completely at home at the club. From warmly greeting everyone by name to walking around with a tray of worstenbroodjes (traditional sausage rolls) and mastering the Brabant dialect: Ivan embraces Eindhoven’s hospitality as if he has been there for years. The commercial playfully showcases that at PSV, it’s about more than just football. Like KaFra Housing, it’s about the people, the culture, and the warmth.

Home is where the match begins
As a club with a rich history of international players, PSV knows better than anyone else the importance of making them feel at home far away from their home country. PSV is known for its friendly atmosphere and hospitality, making foreign players feel at home in Eindhoven. Really everything is perfectly arranged for them. Club icon Mart van den Heuvel plays a crucial role in safeguarding this culture. Partly because of his dedication and personal approach, the Philips Stadium and De Herdgang are a second home for many. With ‘Home is where the match begins’, KaFra and PSV emphasise that a great home is not only a place to live, but also provides the inspiration and motivation to perform great.

Commercial - Part 1: Second home
To highlight the theme surrounding the partnership, Mart van den Heuvel is placed in the spotlight. The player liaison symbolizes hospitality, making him the ideal person to emphasize the natural connection between KaFra and PSV. He does this in May 2024 in a commercial featuring veteran Hirving Lozano and international top talents Ricardo Pepi and Armel Bella-Kotchap. Lozano, the first of the trio, returned to PSV in the summer of 2023 after a previous stint in Eindhoven. The main reason? At PSV, he feels at home. And this is thanks in no small part to Mart.

Commercial - Part 2: Home from day one
To further reinforce the shared values of PSV and KaFra Housing during the 2024-2025 Eredivisie season, a second commercial followed in November 2024. This time, alongside Mart van den Heuvel, Ivan Perišić takes center stage. The Croatian star, who has just arrived at PSV, already feels completely at home at the club. From warmly greeting everyone by name to walking around with a tray of worstenbroodjes (traditional sausage rolls) and mastering the Brabant dialect: Ivan embraces Eindhoven’s hospitality as if he has been there for years. The commercial playfully showcases that at PSV, it’s about more than just football. Like KaFra Housing, it’s about the people, the culture, and the warmth.

Behind-the-scenes Mart van den Heuvel

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