Banijay Benelux redefines the creator economy with strategic expansion and football innovation

Banijay Benelux, part of Banijay Entertainment, continues to strengthen its position as a leader in content innovation, announcing two major moves in 2025 that expand its footprint in the creator economy. With a majority stake in Werktitel, a Netherlands-born creative label, and the launch of “FC Failliet/Finesse” (FCF), the world’s first football club built around digital creators, Banijay Benelux is blending creativity, business, and entertainment in unprecedented ways.

Headquartered in Amsterdam, Banijay Benelux oversees a ten-strong portfolio of production labels, and the addition of Werktitel marks a decisive step in diversifying its creative partnerships. Founded by Bob ten Berge, David Mol, and Timo Verbruggen, Werktitel develops concepts for online creators, brands, and producers, spanning IP development, live productions, and digital experiences.

Sandra Hilster, CEO of Banijay Benelux, praised their partners, ‘With the addition of Werktitel, we’re taking a major step forward within the creator economy. Bob, David and Timo have quickly built a close-knit hub where online talent can truly grow and flourish.’ Their collaboration underscores Banijay’s commitment to nurturing creator-led ecosystems that connect storytelling with entrepreneurship," noted.

At the same time, Banijay Benelux is driving innovation in sports entertainment with the launch of “FC Failliet/Finesse” (FCF) — the Netherlands’ first KNVB-registered football club created around leading digital creators. Conceived by Southfields and Banijay NXT, and founded by creators Ilias Vietto, Aimane Charbon, and Kleine John, FCF merges professional football with social storytelling, setting a new benchmark for audience engagement.

Naique Tanate, Head of Banijay NXT, explained: ‘With FCF, we turned an idea into reality: to combine the universal appeal of football with the creativity of digital creators.’ The club’s matches, training sessions, and behind-the-scenes content are shared daily across TikTok, Instagram, and YouTube, generating millions of views and building a global fan base," stated.

Based at FC Weesp and competing in the KNVB’s Fifth Division West 1, FCF’s debut home match livestream drew over 23,000 viewers, with its social channels surpassing 22 million views shortly after launch. The initiative not only opens new revenue streams through sponsorships and content monetization but also seeks to re-engage younger audiences with football through immersive, creator-led experiences.

Werktitel, meanwhile, continues to expand its slate with theatre and live experiences, including “VrouwMiShow”, “De Stijn, Tobi & Jeppe Show”, and upcoming tours for creators like Eva Eikhout, Quinn and Aaron, and Hokjesdenker. Its collaborations with major brands such as Intertoys, LEGO, Samsung, Burger King, and Netflix further highlight its ability to merge entertainment with marketing innovation.

Together, these ventures reinforce Banijay Benelux’s ambition to merge traditional production expertise with the agility of the creator economy. By connecting digital-first storytelling, live events, and sports entertainment, the company is positioning itself at the forefront of a new, cross-platform content era.

As Banijay Benelux looks ahead, both Werktitel and FCF exemplify a strategic vision where creators, studios, and audiences converge — transforming how entertainment is produced, experienced, and shared worldwide.