Amsterdam’s Ajax a rising star in China

Ajax has found yet another sponsor in China: Le Sports, which is part of China’s largest online video company LeTV. LeTV (link in Chinese) has its headquarters in Beijing. 

Under the three-year agreement (link in Dutch), LeTV will be the exclusive media partner of Ajax in China until the end of the 2017-18 Eredivisie season. Le Sports and Ajax TV will together distribute Ajax-related videos, such as matches, historic moments, and interviews with players. 

Le sports will also partner with Ajax to establish a football training camp in China, to introduce Ajax’s famous system of training young players. Film crews from Le Sports will also come to Amsterdam to produce their own programs about Ajax.

Deal will increase visibility of Ajax in China

Ajax’s marketing director Edwin van der Sar, himself a former Ajax star, is delighted about the collaboration: “China is a very interesting country for Ajax. Le Sports is one of the most influential Internet companies, and has a rich experience in the sport,” he said (Dutch link). ”Ajax believes that the collaboration will make us even more able to reach the Chinese Ajax fan, and will allow Chinese partners to realize additional promotional opportunities.”

Likewise, the CEO of Le Sports, Lei Zhejiang, looks forward to working with the Amsetrdam club. “Ajax is a football club with a rich history, and has a special reputation, especially among young people.” He said that he hoped the cooperation would further contribute to “the sustainable development of Chinese football”. 

Other Chinese companies currently sponsoring Ajax include Huawei, Sengled, and CST. The Chinese website of Ajax was recently redesigned, and the club has more than a million followers on the Chinese social-media site Weibo.