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MASTERS High Society Sport: Legends Lounge PSV
Chic surroundings of excitement and sensation. The place where you are welcomed with bubbles. It has become an indispensable fixture in top-level sports. While ordinary spectators fill the stands, luxury lounges serve politicians, CEOs and celebrities who come to network, negotiate and unwind. Jaap de Groot visits the venues where Dutch high society enjoys world-class sport and fine dining. This time he joins us in Legends Lounge, a gem within Philips Stadium in Eindhoven.
Chic surrounded by excitement and sensation. The place too, where you are welcomed with bubbles. It has become an indispensable part of the top-level sports industry. With the common man in the stands, but also luxury lounges for politicians, CEOs and celebrities to lobby, negotiate and relax. Jaap de Groot visits the locations where the BV Nederland enjoys top sporting and culinary performances. This time he joins us in the Legends Lounge, a pearl within the Philips Stadium in Eindhoven.
Text Jaap de Groot
Photography Hank Kooijmans
The table full of glasses of champagne acts as a red carpet towards the European Cup won in 1988. The first steps inside the Legends Lounge therefore tell the whole story. You are welcomed with bubbles and two meters further you have your picture taken with the most beautiful prize that PSV has ever won. Then you enter a star restaurant, with an open kitchen and a view of the field everywhere. It is the dream come true of top entrepreneur Frank van Gool, known among other things as the founder of OTTO Work Force, which he has since sold. In 2018, he started at a different location within the Philips Stadium, and then moved to the main stand. There, Van Gool has created an establishment that is unparalleled in the Netherlands. Or as he himself puts it: “Here you will find the top of culinary Netherlands, the top of sporting Netherlands, the top of Dutch business and all that in a friendly Brabant environment.”
Football legends
There is a Champions League match on the programme this evening, so all sixty places are taken. The invited former players this time are Mark van Bommel, Arthur Numan and Luc Nilis. The PSV icons Hans van Breukelen and Willy van der Kerkhof, who are also present, are among the regular hosts and are involved in the standard programme. This consists of the introduction by lounge manager Wim van Dooren or Frank van Gool himself of the chef, then Hans van Breukelen presents the football legends present, after which a guest presenter (this time EO celebrity Tijs van den Brink) looks ahead to the match with the former players and Willy van der Kerkhof concludes the evening by presenting a special match shirt to the guest who has guessed the result correctly. One look is enough to see that the top of the Netherlands is indeed present in this beautiful setting. From former ASML CEO Peter Wennink to DJ La Fuente, from Klaas Dijkhoff to Willem van Hanegem and from crime reporter John van den Heuvel to Humberto Tan: they have all experienced the Legends Lounge at least once. Van Gool: “Respect is the key word here. Privacy is essential. You also notice that when we invite special guests. You often hear that former players are no longer interested in this, but we hardly notice that. Whoever we ask, they all come. That is special.”
High culinary level
“There is no partying here like you sometimes see in skyboxes,” Van Gool continues. “There is a relaxed and neat atmosphere. Of course, people who solve issues in both politics and business or take things a step further also come together. But that happens in a subtle way. Business to business, Brabant style.” The attention for each other is also noticeable on this evening. It is one whole. That also feels good to the former players present. That is why Luc Nilis explains without hesitation how he overcame his gambling addiction. After which he gets the audience laughing by refusing to predict the outcome of the match. “I have to be strict with myself.” On the third floor of the Philips Stadium, top football and a high culinary level merge flawlessly. This time, the chef is Jan Sobecki of two-star restaurant Tribeca in Heeze – one of the 27 star chefs who have joined the Legends Lounge. Sobecki is already in top form three hours before kick-off. While you sip champagne at the 'cup with the big ears', a tasting of three phenomenal amuses is offered. The five-course menu, accompanied by only top wines, consists of North Sea crab, agnolotti, turbot, entrecote and pistachio. When you later go outside to your, in cold weather heated, chair to watch the match, a PSV scarf is ready and coffee and drinks are served. Mini screens for the replays are placed everywhere.
Success Formula
That it is a successful formula is evident from the waiting list that has been created. Van Gool: “The demand is indeed greater than the supply. Everyone also undergoes a selection first, in which it is determined whether you fit in with the group that is there now. Furthermore, we do not sell per match, but for the entire season. At least one seat and a maximum of eight. With access to all events in the Philips Stadium. Such as the matches of PSV, the Dutch national team and any concerts. Furthermore, we are busy organizing more events in the Legends Lounge itself outside the match days. All kinds of legends are central to these. Could be a 'legend of wine', a 'legend of sports' or a 'legend of crime' such as John van den Heuvel, who provides an evening-filling program.” After the match, Mister PSV Willy van de Kerkhof will present a special shirt to the person who has guessed the final result correctly. That is always a surprise. Sometimes a retro shirt from the 1988 European Cup final (with signatures) or a shirt that is delivered directly from the dressing room by the 'man of the match'. But also shirts from PSV players who now play elsewhere, such as Cody Gakpo at Liverpool. Willy van de Kerkhof: “I really think it is a huge honour that Frank van Gool has involved me in this. You also feel like a legend here. It is not only me who experiences that, but also the former players who are invited. The way in which they are presented, supported by beautiful video images from their career, they find very special. I also hear more than once: 'You can invite me every week.'”
Frikandel Berghem
In the meantime, the bubbles have made way for the beer that always flows freely in Brabant. Larded with the other specialties of the house: the truffle bitterbal and frikandel Berghem. Van Gool deadly serious: “Normally you eat a frikandel with ketchup and mayonnaise first and then the onions. Only those onions are so very spicy. In Berghem, where I was born, we did it differently. In our chip shops the onions were already in the mayonnaise, which makes the sauce less spicy and tastier.” That evening in the lounge he is confirmed: the trays of frikandellen are in no time empty and not quite licked clean. I can already let you in on a secret for future visitors to the Legends Lounge: they are also working on a special cheese soufflé. In short, even the one-bite snacks are being seriously considered. The special formula does not go unnoticed. Manchester City will soon be visiting Eindhoven and the relationship with PSV will become increasingly close, because the Legends Lounge clearly gives impulses to the club's image. Plus, Frank van Gool and his staff are managing to get more and more former players involved in the club. That makes his PSV heart beat faster. “PSV is my club. Always has been. But I also respect every opponent. I extend that attitude to the Legends Lounge. Everyone should feel comfortable here. That is appreciated. Even in the Champions Lounge of the Johan Cruijff Arena, where I was one of the few PSV players who was accepted by Sjaak Swart.” Bringing together people with a football and especially PSV heart has already produced precious memories. Van Gool: “John van den Heuvel grew up near the stadium. When PSV became national champions in 1978, he ran onto the field and took Willy van de Kerkhof on his shoulders. We repeated that when we became champions in May. After 46 years, Willy was once again on John's shoulders. Hilarious!”
The evening is coming to an end. From the moment you are led to your parking spot to the goody bag at the farewell, it all fits. You are so overwhelmed by the hospitality, the excellent service and the quality of the food and wines that the match threatens to become an annoying interruption of the evening. It doesn't come to that, because at the highest sporting level PSV is strong this time and there is general satisfaction in the 'sold out' Legends Lounge. Content because quality has been delivered both on and off the field. That's how it works among top players.
MASTERS Magazine
This extra thick winter edition focuses on Dubai, where dreams reach as high as the skyscrapers. The city has not only developed into a paradise for tourists, but also for entrepreneurs who dare to think big. For those who prefer to stay away from the warm desert climate, there is also cooler pleasure: a travel report on Lofoten. This archipelago in the north of Norway is known as the most beautiful place on earth and a paradise for outdoor enthusiasts and fishing fanatics. Closer to home, we visit Maastricht, the cradle of Dutch industry. In Eindhoven, sports journalist Jaap de Groot is a guest in the Legends Lounge of PSV, the place where you are welcomed with bubbles and can enjoy top sporting and culinary performances. Followed by an interview with PSV coach Peter Bosz, for whom winning is not enough: “It is also about entertaining people and I got that from Johan.” Finally, a special article, 'Master or Servant'. This discusses how you as an entrepreneur can create your own virtual assistant. Not only in terms of looks, but also in terms of tone of voice. Whether you like a bit of a challenge or prefer a PA who adores you, it's all up to you. So, what do you think? Time to dive into this edition!
