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Call: Join the Dutch Start-up Mission to CES 2027 in Las Vegas
Are you an ambitious start-up with a groundbreaking technology solution? Looking to scale internationally, attract new customers, or connect with investors? Then join the Dutch Start-up Mission to CES Las Vegas from 5–9 January 2027 and showcase your innovation at the world’s largest and most influential technology trade show.
Since its launch in 1967, CES has become the premier global technology event, bringing together innovators, investors, corporates, and media from around the world. The 2026 edition attracted more than 148,000 attendees, 4,100 exhibitors, including approximately 1,200 start-ups, and over 6,900 journalists and analysts from more than 140 countries.
CES offers an unparalleled platform for start-ups looking to:
- Launch products and services internationally;
- Connect with and pitch to investors;
- Build valuable leads and strategic partnerships;
- Gain international media exposure.
Netherlands Tech Square at Eureka Park
As a participant, you will join the Dutch Pavilion at Eureka Park, the dedicated start-up hub of CES, where innovative companies present their solutions to a global audience.
By participating in the Netherlands Tech Square, you will benefit from:
- A professional exhibition stand in a prime location;
- Joint Dutch branding and enhanced visibility;
- Access to exclusive networking events;
- Guidance and support from the Dutch delegation.
Who Can Apply?
Startups operating within the key technology domains identified in the National Technology Strategy (NTS) are eligible for support. These domains represent strategically important technologies that contribute to strengthening the Netherlands’ innovation capacity and international competitiveness. Cybersecurity technology is explicitly recognised as one of these important areas, highlighting the crucial role of secure digital solutions in enabling future technological developments. It is therefore valuable to highlight this opportunity and ensure that cybersecurity startups are aware of the available support and funding possibilitie. However, other innovative and ambitious start-ups are also encouraged to apply.
Participating companies will be selected by an independent jury and must additionally be approved by the Consumer Technology Association (CTA), the organisation behind CES Las Vegas.
"CES is the place to be for deep-tech start-ups and an excellent opportunity for European companies looking to enter the US market. This year marked our second participation in the Dutch Pavilion, and the experience was extremely positive. The programme was well organised, highly visible, and attended by many interesting stakeholders. Participation was also considerably more cost-effective than organising our own presence"
Eligibility criteria
To participate, your start-up must be approved by the CTA and meet the following requirements:
- Your innovation aligns with one of the technology areas in which the Netherlands has a strong international position;
- Your product or service is innovative and disruptive;
- You already have a product or service on the market;
- You can demonstrate your solution and have a functioning business model;
- You have ambitions to scale internationally in the near future, or are already doing so;
- You meet the CTA’s additional requirements for participation in the Eureka Park Start-up Pavilion.
Participation fee
The participation fee is €4,400 (excluding VAT) per company. A maximum of two representatives per company may participate.
The fee includes:
- Participation in the mandatory preparation programme;
- Participation in CES Las Vegas, including general registration and exhibition space rental;
- Rental and construction of a standard exhibition stand;
- Support with applications for the CES Innovation Awards.
Please note that travel and accommodation expenses are not included and are the responsibility of participants.
Financial support
Eligible companies may receive reimbursement for up to 50% of the participation fee.
To qualify, you must:
- Be an SME;
- Be accepted by the Consumer Technology Association (CTA);
- Submit a valid de minimis aid declaration, in accordance with applicable European regulations.
Companies that do not meet the subsidy requirements will pay the full participation fee of €4,400.
Logistical support
This year, the logistical organisation of the mission will be managed by PSPS. They will support participants both before and during CES Las Vegas, including assistance with stand construction and preparation activities.
CES innovation awards
Each year, CES recognises outstanding consumer technology innovations through the prestigious CES Innovation Awards programme. Winners benefit from additional exposure and visibility throughout the event.
One of the unique aspects of the competition is that awards are presented by category, giving start-ups and large technology companies an equal opportunity to be recognised.
Companies interested in applying for the CES Innovation Awards should review the eligibility requirements and submit their application before the deadline of 2 August. The Netherlands Enterprise Agency (RVO) can provide support throughout the application process if required.
Please note that participation costs associated with the CES Innovation Awards are not included and must be covered by the applicant.
Registration
Interested in joining the Dutch Start-up Mission to CES 2027? Applications are open until 30 June 2026. Selected companies will be notified of the outcome on 10 July 2026. Register now here.
We look forward to showcasing the next generation of Dutch innovation on the global stage at CES 2027.
Source: RVO
HSD Partners involved
