Ajax bolsters Chinese partner portfolio

Dutch Eredivisie football club Ajax has enhanced its commercial ties with the Chinese market after agreeing a three-year partnership with lighting company Sengled.

Under the deal, which will be formally signed later this month, the LED lighting specialist becomes an official sponsor of the Eredivisie champion.

Sengled is looking to establish its brand in Europe and will use the platform provided by Ajax to promote its wireless audio lamp Sengled Pulse.

Last month, Chinese telecommunications company Huawei agreed to become an official partner of Ajax and a business partner of the club’s Amsterdam ArenA, while bicycle and car tyre manufacturer Cheng Shin Tire signed a three-year sponsorship deal in August 2013.

In other news, beverage giant Coca-Cola has agreed a one-year extension to continue as an official supplier of Ajax through the 2014-15 season.