AI at Champions League Level
As the official AI partner of PSV and TeamNL, Jeroen de Haas translates the latest data & AI insights from top sports into concrete tools for executives who want to be number one in their market.
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Jeroen de Haas is the founder and CEO of @Pipple, the official AI partner of PSV and Team NL South and the AI expert who helps organizations implement data and AI practically and responsibly. Jeroen is a highly sought-after speaker in the field of AI. With over 10 years of practical AI experience, he helps organizations and professionals better understand what AI truly means today and in the future.
As one of the first pioneers, he worked with leading organizations such as IKEA, BOL, Coolblue, and the Red Cross, translating these experiences into inspiring, accessible stories. In his keynotes, he brings together strategy and practice: no abstract visions of the future, but examples of AI that are already creating value today, along with all the pitfalls that come with it.
Pipple is the official AI partner of PSV and Team NL, operating at the absolute top level in sports. Through this collaboration, Jeroen provides exclusive insights into how an AI strategy is developed at PSV and translated into a high-performance environment where every detail matters. Using concrete cases, he demonstrates how AI makes a difference in the world of football: from smarter performance analysis and scouting to a stronger organization and fan experience.
With Pipple as the official AI partner of PSV and TeamNL Zuid, Jeroen de Haas operates at the absolute top level, where performance is determined by speed, precision, and the smart connection of data. In his keynote, he demonstrates how AI is utilised within top sports environments and, more importantly, what organisations can learn from it today. Jeroen makes it clear how principles from top sports can be directly translated to the business world.
The real power of AI in top sports does not lie in a single model or dataset, but in making connections between different worlds. Jeroen shows how on-field performance is linked to seemingly different domains: from playing style and match tension to fan experience, stadium flow, beer and merchandise sales, and even the moment when supporters leave the stadium.
He applies this way of thinking in the business world. Instead of approaching data in silos, he connects HR, operations, marketing, and finance. This reveals how employee satisfaction affects customer behaviour, how operational choices have direct commercial impact, and how AI helps to organise work more intelligently, not to take over work, but to enable people to perform better.
In his keynote, Jeroen shows how to make these connections visible with AI and translate them into concrete actions and immediately deployable tools, enabling teams to work more efficiently today. Just like in top sports, every detail can make a difference, and different disciplines within an organisation learn from each other, leading to structurally better performance “on the field.”
Using concrete examples from the football world — from performance analysis and scouting to organisational improvement and fan experience — he translates top sports insights into practical applications for the business world. No abstract future visions, but directly usable insights that allow organisations to effectively use AI to structurally belong to the top in their own industry as well.
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