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Top story: Ajax extend Ziggo esports partnership

Rolling sports business news wrap: Every deal, every day.

25 October 2018 Stephan Georgiou

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Top Story

The esports division of Dutch soccer club Ajax has extended its sponsorship deal with cable company Ziggo.


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Ziggo has been a partner of the Eredivisie side’s esports team for the last two years, during which time Ajax have won two eDivision championships.

As part of the extension, Ajax and Ziggo are hosting FIFA 19 tournaments, named ‘Ziggo eBattles’, where fans will compete against each other for a place at a grand final in December at the club’s Johan Cruyff Arena.

Ajax esports players will also wear custom Ajax merchandise as part of the new agreement.

Commercial director Menno Geelen said: “This FIFA 19 season we want, together with Ziggo, [to] organise more activities for our fans, and the updated weekly Ziggo eBattles are a good example of this.”

Ziggo has been the main sponsor of Ajax since 2015. The Dutch side returned to the Uefa Champions League group stage this year, recently beating Portuguese club Benfica 1-0 to stay top of Group E.


Australian internet service provider Superloop has been named as the new naming rights sponsor of the Adelaide 500 Supercars race, securing a three-year deal.

Airline Qatar Airways has announced it is the official airline partner of the Qatar Classic squash tournament, which starts this weekend.

Turkish bank Halkbank has become the official sponsor of the Macedonian Handball Federation (RFM).

Minor League Baseball (MILB) team Harrisburg Senators have agreed a 10-year naming rights extension deal with First National Bank for their FNB Field stadium.

Turkish Airways has been named as the new primary sponsor of Ireland's men’s national hockey team.

England Netball has announced a partnership with ticketing platform Secutix, which becomes its ticketing and engagement partner.

Water brand Vittel has extended its partnership with Grand Tour cycling event, the Tour de France, which now runs until 2023.

Fresh berry producer Freson de Palos has announced a partnership with the National Basketball Association (NBA), in which it will take part in a number of campaigns which include helping the league promote healthy eating amongst Spanish consumers.

Media platform Ooyala has partnered with English Premier League soccer club Arsenal to help manage the delivery of the club’s video content.

Bidding & Hosting

The National Basketball Association’s (NBA) New Orleans Pelicans have acquired an NBA G League team that will play games at the renovated Legacy Arena in Alabama. The team is expected to debut in the 2022/23 season.

Politics & Governance

Controversy in Serie B, the second tier of Italian soccer, has continued after a tribunal ruled the Italian Football Association (FIGC) was wrong to reduce the number of clubs in the division, following the latest appeal into the matter, after a number of clubs declared bankruptcy in the summer. Emergency meetings with the league are expected to take place this week.

Our industry digest will update throughout the day as deals break so check back to make sure you do not miss a story

Tencent Holdings, China’s largest gaming and social media firm, has seen its market value drop by US$20 billion after a government crackdown on esports.

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