Jeroen de Haas

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.