PSV Eindhoven players, crowned Dutch champions on Saturday, will no longer have Philips' name on their strip, the club founded by company employees over a century ago announced on Wednesday.

The electronic giant's brand has been on players' shirts since the Dutch football federation first allowed strip sponsorhip in 1982, but the company no longer wants to be main sponsor as it changes its commercial strategy.

"Starting from the 2016-2017 season, Philips will no longer be on the PSV strip," the club said on its website, adding that the company would remain a sponsor.

The club, founded in 1913, and the company are intrinsically linked: PSV stands for Philips Sport Vereneging, Dutch for Philips Sports Association, and the club's stadium is still called Philips Stadion.

Philips, founded in the southern city in 1891, was until recently based there and has left a massive mark on Eindhoven and its history.

"We understand the impact of this moment but the bonds remain as strong as ever," PSV's website quoted club director Toon Gerbrands as saying.

"The aim is for PSV to increase its revenues with a new sponsoship contract," Gerbrands said.

Philips was for decades specialised in consumer electronics but has recently changed its strategy to focus on specialised medical equipment, healthcare and lighting systems.

Philips' current sponsorship deal ends mid-2016 and a new deal for an unspecified lesser amount will be signed, Philips spokesman Eric Drent told AFP.

"We want a partnership that is more towards health and lighting," said Drent, adding that the company was now doing more business-to-business sponsoring.

With consumer electronics no longer a priority for the company, it has less need of exposure to the general public.

Philips will now sponsor PSV Eindhoven projects to do with healthcare.
Source: AFP