Amsterdam, Monday, 8 June 2026 — The Royal Dutch Hockey Association (KNHB) and Sportway NL announce a long-term partnership for the launch of ClubhockeyTV: a national video platform designed to make Dutch club hockey structurally visible for fans, players, trainers, coaches and commercial partners.
ClubhockeyTV is aninitiative by the KNHB and Sportway NL to realise AI-camera installations at hockey clubs across the Netherlands. The shared ambition is to provide every hockey club, in the coming years, with access to a professional media solution, without clubs taking on financial risk or having to invest themselves in cameras, software, streaming technology or operational execution.
Starting with the Promotieklasse
The rollout cwill start directly from the Promotieklasse level and will be implemented nationally from the outset. From the start of the project, the KNHB and Sportway NL will also roll out more broadly, so that clubs from all competitions can become part of ClubhockeyTV from the outset. In doing so, the KNHB and Sportway NL are building a nationwide infrastructure through which matches can be structurally produced, centrally distributed and made accessible through one national hockey platform.
ClubhockeyTV will be available as a platform that is integrated within Hockey.nl and will also be directly accessible. Through ClubhockeyTV, hockey fans can follow live matches, while clubs can increase their visibility towards members, supporters, sponsors and (local) partners.
Making hockey visible
“Our shared ambition is clear: we want to make hockey at club level in the Netherlands visible,” says Erik Gerritsen, Director of the KNHB. “This is valuable for supporters and members, but also for the development of players and teams, the position of clubs towards local sponsors and the broader growth of the sport. Through ClubhockeyTV, the KNHB and Sportway NL are taking an important step towards a future in which Dutch hockey is brought into view structurally and with quality.”
Sportway NL is responsible for the full execution of ClubhockeyTV. This means participation is free for clubs: they do not have to invest themselves in cameras, technology or their own operational setup.
“Our goal is not to broadcast matches incidentally, but to build a structural media infrastructure for the full breadth of Dutch hockey,” says Karl Breukink, CEO of Sportway NL. “The strength of this model lies in the combination of scale, technology and execution. We take on the investment, operations and technical complexity, allowing clubs to become part of a nationwide media infrastructure without financial barriers. Hockey in the Netherlands has the organisational strength, culture and scale to successfully realise a project like this on a nationwide level.”
“This partnership with the KNHB fits perfectly with our existing hockey partnerships in other markets, including Australia and New Zealand,” says Daniel Franck, CEO of Sportway Media Group. “Hockey has a strong club structure, engaged communities and significant digital potential. In the Netherlands, we have the local market knowledge and operational strength to apply our international experience effectively for Dutch hockey.”
In the coming period, the KNHB and Sportway NL will inform clubs about the rollout of ClubhockeyTV and the opportunities the concept offers clubs.
Privacy and GDPR
In the development and rollout of ClubhockeyTV, the careful handling of privacy is central. The KNHB and Sportway NL act in accordance with the General Data Protection Regulation (GDPR). This means, among other things, that those involved, such as players, coaches and officials, are clearly informed in advance about the recording and publication of footage. Clubs receive clear guidelines and support to set up this process. With this approach, the KNHB and Sportway NL aim to safeguard transparency and trust.
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About the KNHB
The Royal Dutch Hockey Association (KNHB) is one of the largest sports federations in the Netherlands. With nearly 250,000 members, 328 clubs and more than 65 dedicated employees, the KNHB works every day to build a strong, inclusive and future-proof hockey environment. Based on its strategic vision and with the 2026 Hockey World Cup in the Netherlands and Belgium approaching, one of the sport’s largest events, the KNHB is actively building the visibility, growth and experience of hockey.
About Sportway NL (formerly Eyecons)
Sportway NL is the Dutch operating organisation of Sportway Media Group, Europe’s leading group in AI-driven sports production and OTT distribution group. It was started via Sportway Media Group acquiring Eyecons in October 2025.
Sportway NL partners with national federations, leagues and clubs to make sports structurally visible through scalable, end-to-end media solutions. By combining automated AI-camera production, centralized operations and a robust OTT platform, Sportway NL delivers live and on-demand coverage, highlights, data-driven insights and monetisation models that support both elite and grassroots sport.
Sportway NL brings together deep local market knowledge with proven international scale and technology. Through this combination, Sportway NL enables Dutch sports to benefit from the same infrastructure, expertise and reach that Sportway delivers to federations and leagues across more than 20 countries.
About Sportway Media Group
Headquartered in Stockholm, Sweden, Sportway Media Group lifts the sports experience to new heights. Through its subsidiary companies’ unique expertise, it creates end-to-end solutions that cover highly distinct sport types. The companies forming Sportway Media Group include Sportway, a content and data management company specialised in innovative production and distribution concepts; MyGame, a joint venture with TV2 and Amedia, resulting in Norway’s largest producer of sports broadcasts; Live Arena Sports, a market-leading software development team offering vendor-neutral and flexible solutions for online streaming, mobile applications and OTT platforms; and Acticom, a fast-growing DOOH network that connects brands with fans through digital advertising in over 130 sports arenas across Sweden.
Press contact
KNHB
Tamara Bouwmans, manager communicatie
tamara.bouwmans@knhb.nl
Sportway NL
Karl Breukink, CEO
karl.breukink@sportway.com
Sportway Media Group
Daniel Franck, CEO
daniel.franck@sportway.com
