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Ajax broadens Chinese sponsor portfolio with Le Sports deal

Dutch Eredivisie football club Ajax has agreed a partnership with Chinese internet company Le Sports.

The company becomes a media partner and sponsor of the Amsterdam-based club for the next three years, in a deal that will culminate at the end of the 2017-18 campaign.

Ajax, a club revered for its youth system, will develop a ‘star-making factory’ in China as part of the agreement. The initiative will see the club’s training system introduced to youth sides across China.

Le Sports will also distribute Ajax match highlights and other video content on its online platforms.

Liu Jianjong, chief compliance officer at Le Sports, said: “The highlight of the partnership between Le Sports and Ajax is the landing of (the) top youth training system of Ajax. The partnership between the sides will broaden the horizon of Chinese people involved in football, boosting the development of Chinese football.”

Le Sports becomes Ajax’s fourth Chinese sponsor after Huawei, CST and Sengled.