PSV general director Marcel Brands has explained why he rejected an opportunity to work for the KNVB, while also discussing Ajax’s improved challenge and the thinking behind Sam Lammers’ return to Eindhoven.

Marcel Brands has revealed that he previously turned down an opportunity to become the KNVB’s director of top football, preferring to continue his work at PSV.

Brands already served as PSV’s technical director between 2010 and 2018 before moving to Everton, where he held the same position from 2018 until 2022. He subsequently returned to Eindhoven as the club’s general director, succeeding Toon Gerbrands.

Speaking on Rondo on Ziggo Sport, as relayed by PSV Inside, Brands explained that the KNVB role had been discussed when he was deciding what to do after leaving England.

Ruud Gullit recalled that he had viewed Brands as a suitable candidate for the position.

“I also saw in him someone for the KNVB. And then he said: ‘No, that's still all way too early.’ I said: ‘Think it over. Maybe for the future as well with the KNVB.’”

Asked why the position did not appeal to him at the time, Brands explained that he wanted greater influence over the direction of a club.

“When I stopped in England, I actually had a choice for myself: Do I go abroad again as technical director? There were some options at the time. PSV then came for the position of general director.”

Brands added that Marianne van Leeuwen subsequently approached him about the KNVB position.

“At the time I felt: no, that's not something I'm looking to pursue yet.”

He ultimately chose PSV because he felt he could have more direct influence.

“At a club, I think, you have a bit more the feeling that you can be steering in a certain direction. And in the end, I chose that.”

PSV enjoyed a remarkable 2025/26 campaign, becoming Eredivisie champions on April 5 and finishing 17 points clear of Feyenoord.

Brands expects a very different title race this season.

Rafael van der Vaart believes Ajax have made significant progress after their summer recruitment, specifically highlighting Julian Brandt and Sofyan Amrabat.

“I think that Ajax is indeed closing the gap and that they are doing well. Also with the signings they have made, such as Julian Brandt. With Sofyan Amrabat you also have some experience and security.”

Brands agreed with that assessment.

“Absolutely. Last year was very extreme. That was easy and fun for us, but that isn't good for the competition. That gap has absolutely become smaller.”

The recent 3-1 victory for PSV in Amsterdam nevertheless demonstrated that Bosz’s side remain capable of controlling the major meetings between the two clubs.

Brands also provided insight into PSV’s late decision to bring Sam Lammers back from FC Twente.

The striker had fallen down the pecking order in Enschede following the arrival of Wout Weghorst, while PSV were dealing with Alassane Pléa’s injury.

However, there was another important consideration: UEFA squad registration rules.

“You may register 25 people on the Champions League list and then you also have to deal with Home Grown players. He was trained by us, so he didn’t cost an extra spot.”

Lammers spent six years in PSV’s academy between 2010 and 2016 and made his first-team debut in 2016, meaning he qualifies as a Home Grown player under UEFA rules.

PSV also considered former academy player Arnaut Danjuma, who had similarly been developed at the club.

“That’s why we also looked at Danjuma, because he too was trained with us. In addition, though, Lammers is a completely different type than Pepi.”

Gullit questioned whether Lammers had fulfilled his potential, saying he had expected the striker to become “truly very good”.

Brands offered a candid assessment:

“Sam is sometimes a little too nice a boy. As a striker you sometimes also have to be a bit of a bastard. He’s still a very nice guy and can absolutely play football very well.”

For PSV, Lammers’ return was therefore about more than simply adding another striker. His tactical profile, academy status and Champions League registration eligibility all played a role in the decision.