PSV

PSV is a leading Dutch football club competing at the highest national and European level, known for its ambition and performance. Behind the scenes, PSV’s marketing team brings that ambition to life within a highly result-driven organization. From match-day campaigns and sponsor activations to merchandise launches and digital content, they operate in a fast-moving environment.

The Challenge 

At PSV, a packed match calendar, multiple stakeholders and expanding commercial ambitions made marketing operations increasingly complex - leading to several key challenges and the need for a more structured way of working.

Lack of Standardized Processes: With no unified structure in place, everyone followed their own approach to managing work. As a result, execution varied and visibility across projects was limited.

Lack of End-to-End Visibility: Without a centralized overview of tasks and projects, it was challenging to understand progress, priorities and alignment with strategic objectives.

Scattered Communication Channels: Information flowed in through multiple platforms such as Excel, Mail, Microsoft teams making it difficult to centralize requests and ensure nothing was overlooked. As a result, important details or tasks were sometimes lost or delayed.

Challenges in Campaign and Resource Planning: Managing overlapping campaigns and creative assets without centralized visibility made it hard to balance priorities and capacity.

The Solution

To address these challenges, PSV began evaluating different work management tools, carefully assessing their applicability, scalability and user-friendliness. After reviewing several options, the team selected Asana as the platform best suited to support their growing operational needs.

To ensure a smooth and effective setup, PSV partnered with Bluehive as their official Asana implementation partner. The goal was to review and map existing processes, identify operational challenges and implement a structured Asana workspace tailored to PSV’s way of working, streamlining processes and providing the visibility and overview the team needed. To achieve this, the following steps were taken:

Building a Centralized Marketing Workspace: A tailored Asana environment was implemented to centralize operations, strengthen alignment, and provide greater visibility into ongoing initiatives. This ensured that daily execution was directly connected to broader marketing objectives and long-term strategy.

Standardizing Campaign Processes: A structured, scalable campaign framework was introduced to ensure consistent planning, coordinated execution and controlled delivery across all marketing initiatives.

Implementing a Structured Request System: Dedicated intake forms were introduced to centralize incoming inquiries and standardize how requests were submitted and resolved.

Designing Marketing Workflows: End-to-end workflows were created to clearly define campaign stages, map dependencies, manage approval processes and track status.

Why PSV chose Bluehive 

PSV knew that getting Asana right from the beginning would determine long-term success. Rather than risking a fragmented or inefficient setup, they chose to invest in expert guidance. They were looking for a partner who combined deep Asana expertise with a practical, down-to-earth approach, someone who would truly listen and build around their needs.

As a local partner, Bluehive provided exactly that. Through interactive on-site trainings and ongoing advisory support, the team gained both technical confidence and a clear understanding of how to embed structured ways of working into daily operations.

The Results

Since implementing Asana, PSV has experienced significant improvements in its daily marketing operations:

Clear Operational Overview: The marketing team gained full visibility into all ongoing activities, campaigns, and priorities, enabling better coordination and informed decision-making.

Increased Confidence and Clarity: Centralizing all campaigns, tasks, and requests in one platform provided transparency and predictability - helping the team feel more in control and less overwhelmed.

Same Team, More Time: Optimized workflows and clearer coordination enabled the team to handle growing complexity without adding additional resources.

Improved Process Clarity: With structured workflows in place, roles, responsibilities, and next steps became clear - reducing friction and increasing operational efficiency.

Conclusion

PSV’s partnership with Bluehive shows that success off the pitch requires just as much structure and coordination as performance on it. By implementing Asana in a tailored and structured way, the marketing team gained the visibility and control needed to operate like a well-aligned team. With clear roles, defined processes, and a shared overview of every initiative, PSV now plays from the same game plan - ensuring marketing performance matches the club’s ambition.