Oliver Wolfs
Running the commercial side of a professional sports club is one of the most rewarding jobs in sport. It is also one of the most chaotic.
You manage dozens of partners. Each one has different rights, different hospitality packages, different expectations. You track deliveries across a full season. You coordinate matchday hospitality for 30, 40, sometimes 80 guests per game. You chase confirmations, brief catering, chase confirmations again.
And most of it happens in Excel. wehave was built to change that. Not by adding another tool to your stack — but by replacing the entire stack with one platform built specifically for commercial teams in professional sport.
wehave is a commercial operations platform for sports clubs. It brings together every tool a commercial team needs — CRM, rights tracking, hospitality management, pipeline, invoicing, and AI — in one place.
The name says it all: everything you need, you have it. In one platform.
Today, wehave is used by commercial teams at Belgian Pro League clubs, including RSC Anderlecht, Royal Antwerp FC, Royale Union Saint-Gilloise, SK Beveren, and Lommel SK, as well as by organisations including Feyenoord, PSV, and Tomorrowland. Every club that switches does so for the same reason: the manual work finally became impossible to ignore.
Ask any Commercial Director at a professional sports club what their biggest challenge is. The answer is almost never "finding sponsors." It is managing everything that comes after.
A partner signs. The contract is stored in a folder somewhere. Rights get tracked in one spreadsheet, hospitality in another, deliveries in a third. Someone leaves the club and nobody knows where anything is. Renewal season arrives and the team spends two weeks reconstructing what was delivered from memory and old emails.
Meanwhile, every home game triggers the same loop: invite partners, chase confirmations, update lists, brief catering, rebrief catering, manage last-minute changes, improvise on matchday.
At a typical First Division club, that loop involves two people for a full week before every home game. Across a 17-game season, that is more than 30 person-weeks — over €45,000 in coordination labour. Per year. For follow-up emails. wehave eliminates that loop.
Generic CRMs like HubSpot or Salesforce were built for sales pipelines. They were not built for sports sponsorships. They do not understand seasons, matchdays, rights, or the difference between a signed deal and a delivered one.
wehave's CRM is built around the reality of a commercial sports team. You manage contacts, companies, and deals — but also rights, assets, and contract obligations. You see which partners have not been contacted in six weeks. You know which renewals are coming up. You track the full lifecycle of every partnership from first conversation to end of season.
Every partnership comes with obligations. Social media posts, LED boarding, matchday activations, hospitality seats — each one has to be delivered and evidenced.
wehave tracks every right against every contract. You see what was promised, what was delivered, and what is still outstanding. At renewal time, you walk into the conversation with a complete delivery report — not a best guess.
This is where we remove the most work. Partner portals replace manual email chains. Partners log in, confirm attendance, manage their own guest lists, add dietary requirements, and access their tickets — without involving your team once. Invitations and reminders go out automatically before every home game, across the entire season.
Catering always has the right numbers. The brief generates itself. The matchday dashboard shows you every partner, every table, every guest in real time. After the match, a delivery report is ready for every partner — automatically.
The result: your team stops spending matchweeks on logistics. They spend them on relationships.
Reporting on sponsorship value is one of the most time-consuming parts of a commercial team's job. Pulling data from ticketing systems, social media, broadcast, attendance — stitching it together into a partner report — takes days.
wehave's Data Clean Room changes that. It connects your data sources in one place, so partner reporting goes from a two-day manual exercise to something that happens automatically. Less time in spreadsheets. More time in front of partners. And a report your partners actually trust, because it is built on real data — not estimates.
wehave gives commercial teams full visibility over their sales pipeline. Prospects, proposals, deals — all in one place. You see which opportunities are moving and which are stalling. Nothing falls through the cracks because someone forgot to follow up.
Invoicing in wehave is connected to rights and deliveries. You invoice what was agreed, based on what was delivered. No more disconnected spreadsheets or chasing finance teams for invoice templates.
Coach Vic is wehave's AI assistant. He lives inside the platform and proactively tells you what needs attention. He reads contracts and creates deals automatically. He reminds you when a renewal is approaching. He tells you which partners have not confirmed their hospitality. He answers questions about your data in plain language — and he works in WhatsApp, so you can check in on your partnerships without opening a laptop.
Coach Vic is not a chatbot. He is a commercial director who never sleeps and never forgets.
30-minute demo. We show you your setup, not a generic tour.
Book a demo →When we started talking with commercial teams across Belgian professional football in late 2024, we heard the same things everywhere. Teams were using four or five disconnected tools. CRM in HubSpot. Rights in Excel. Hospitality in another Excel. Invoicing in an accounting system that nobody could figure out how to use. Nobody was getting proactive alerts about anything.
The teams that were furthest ahead were paying €80,000 to €100,000 per year for existing enterprise solutions — and still frustrated by bugs, limitations, and tools that did not understand the specificity of sports sponsorship. Smaller clubs could not afford those solutions. So they stayed on Excel.
We built wehave to fill that gap. A platform powerful enough for a Pro League club. Simple enough for a two-person commercial team. Priced for the reality of professional sport, not enterprise software budgets.
The vision is simple: wehave should be the commercial operating system for every professional sports club in the world. Today, that means CRM, hospitality, rights tracking, pipeline, invoicing, and AI. Tomorrow, it means the full commercial lifecycle — from prospecting to renewal — with deep integrations into the tools clubs already use and data connections that turn partner relationships into measurable business outcomes.
We think about this the way Odoo approached business software: one platform, every module, built to work together. But built specifically for commercial teams in sport — because generic platforms have proven, repeatedly, that they cannot do this job.
The clubs that switch to wehave early are the ones building a structural advantage. Their teams have more time. Their partners have better experiences. Their renewals are easier to close because the evidence is already there. We are expanding across Europe — Belgian Pro League, Dutch Eredivisie, French Ligue 2, UK Championship. The problem is the same everywhere. The spreadsheet is universal.
wehave is for the Commercial Director who manages partnerships without enough people and too many tools. It is for the Hospitality Manager spending every matchweek on logistics instead of relationships. It is for the Head of Partnerships walking into renewal meetings without clean evidence of what was delivered. It is for the CEO who knows the commercial operation is not running as efficiently as it could — and wants to fix that without hiring more people.
If any of that sounds familiar, you are in the right place.
wehave gives commercial teams everything they need - CRM, live inventory, partner portals, hospitality, and AI - in one place.
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