Apex represents and builds partnerships around Elite profiles.
We represent Elite profiles whose credibility was earned in public, and place each one with the brand, cause or institution that matches their profile and vision. We protect the name and advise on the partnership.
Two teams. Two dugouts. Fifty thousand people with an opinion. And one man both sides have to trust.
That trust was built in full view: 450+ Eredivisie matches, 22 Champions League nights, EURO 2024. No campaign put him there. That is the position Apex builds on.
Bringing two parties together, or helping one leader choose: the work is the same.
Partnership Architecture
We find the person who fits what you want to achieve and build the deal around them: what each side puts in, what each gets back, and where the lines are. After the signature, we protect the name and keep the partnership on course for years.
Explore the approach →Strategic Advisory
Sometimes there is no partner yet, only a decision on the table: which way a career, a brand or a company should go. We map the options, test them against what the organization can carry, and recommend one direction. We stay involved until the choice holds.
Explore advisory →
Serdar Gözübüyük.
UEFA Elite Referee · FIFA International · EURO 2024
“The only person on the pitch both teams must respect. Before the match, during, and after.”
Apex represents him exclusively: the brand partnerships, the guest lessons and the agreements around them all run through us.
We represent talent, and we advise on partnerships.
We represent Elite profiles. That means guarding how they're seen and what they're worth commercially. It also means writing partnerships where the boundaries are on the page and nobody's carrying a conflict we didn't disclose.
Discovery. Shared Vision. Architecture. Experience. Legacy.
A good idea and a workable structure are two different problems. Apex handles both in one pass: we find the specific interest that gives two parties a reason to work together, then write the terms, the roles and the boundaries. Same discipline whether the job is a partnership or a decision about where to go next. What we write is built to still be running a year on, when most campaigns are already finished. Twenty years of standing can vanish in one wrong deal; that is why the structure comes first.
Founded by Danny Schuurman · Amsterdam · Selective mandates across Europe
Find where the two sides fit and where they don't, including the conflicts a first meeting never shows.
Settle on the one thing both sides will commit to in public, and be held to.
Write it down as terms: who does what, who gets what, and who owns the rights.
Build what the audience sees, and hold the execution to the same standard as the idea behind it.
Plan the year after launch: who manages the relationship, what gets reviewed, and what we step in to fix once the attention moves on.
This is the short version. The full model lives on the approach page.
See the Apex MethodWhere to start.
Design a partnership.
We start by finding the one thing you and a partner agree on, then build the deal around it: who does what, what each side puts in and takes out, where the lines are, and how long it runs. The first call is confidential and takes thirty minutes.
Book a session.
Since 2010, Serdar has taught weekly lessons and run workshops for schools, municipalities and youth programs through Sport-Connecting-Us. He also gives talks and closed-door sessions. The same week can run from a classroom to a ministry to a Champions League night.
Apply for representation.
We represent very few people, and only by invitation. The roster grows one career at a time, and everything stays private until there's a reason for it not to be.
We represent authority that proves itself in society.
Elite profiles with earned authority are role models. We put that authority to work for society. Serdar Gözübüyük is the proof: through Sport-Connecting-Us he has carried that same authority into the classroom since 2010.
Alleen Jij Bepaalt, University of Amsterdam research, 2018. An NJi-recognised intervention, with Serdar as its ambassador.
Read the societal story →Same method in enterprise software and elite sport.
I started Apex because most partnerships get sold before anyone checks whether the two sides fit. I work the other way around. Before anything gets signed, I want to know what each party brings, what each one wants back, and where the lines are that neither will cross. Once that's clear, the terms and the roles mostly write themselves. I've done this in enterprise software and in elite sport, and the discipline holds up in both.
I'm Dutch, based in Amsterdam. I decide quickly, I say what I think, and I have no patience for making a simple thing complicated.
You might already have someone in mind, or a decision to make about where to go next.
Either way, we start the same: getting clear on where things stand. Thirty minutes with the founder, in confidence. No deck, and nothing to sign.
Start a private conversationConfidential