Jorrit DeVries, NBSO LA | Connecting European Innovation with the US Sports Market

Jorrit DeVries is the Director of the Netherlands Business Support Office in Los Angeles (NBSO LA), an official trade office operating under the Dutch Ministry of Foreign and Economic Affairs. A former startup CEO and corporate executive with over two decades of international business experience, Jorrit works directly on the ground in California to bridge the gap between Dutch technology enterprises, US markets, and local government stakeholders.

The Netherlands Business Support Office (NBSO) is a global network of trade offices established by the Dutch government to foster bilateral trade and economic growth in key international hubs. Operating out of Venice, California, NBSO LA acts as a strategic bridge for over 150 Dutch companies entering Southern California, with a specialized focus on sports technology, media, life sciences, and urban development.

Jorrit explores how the Netherlands is leveraging Los Angeles’s upcoming "Decade of Sports", highlighted by FIFA World Cup matches and the 2028 Olympic Games—as a launchpad for international business growth. They discuss the differences between US and European venture landscapes, the mechanics of soft-landing foreign startups in California, and why international trade representation is becoming a key driver in the modern sports economy.

Podcast Chapter:

02:43 The Role of the Netherlands in Global Trade

05:19 Establishment and Growth of MBSO in LA

07:59 Support for Dutch Companies in the US

10:33 Criteria for Dutch Companies to Enter the US Market

13:22 Sports Industry Opportunities in LA

15:55 Cultural Differences in Business Practices

18:36 Trends and Future Opportunities in the Sports Sector

21:17 Conclusion and Resources for Dutch Companies