Ajax targets Chinese market with CST deal

Bicycle and car tyre manufacturer Cheng Shin Tire has signed a three-year sponsorship deal with Dutch Eredivisie champion Ajax.

Bicycle and car tyre manufacturer Cheng Shin Tire has signed a three-year sponsorship deal with Dutch Eredivisie champion Ajax.

The Taiwanese company confirmed it would team up with the club earlier this month and put pen to paper on the agreement at Ajax’s Amsterdam Arena on Tuesday. Ajax’s marketing director and former goalkeeper, Edwin van der Sar, said: “CST intends to further increase its brand awareness via Ajax. And for Ajax this is interesting because we want to get a more solid foothold in China and CST can support this effort.”

A range of co-operations on joint marketing initiatives are planned, with CST’s European headquarters based in Uithoorn near Amsterdam. The sponsorship follows Ajax’s work alongside English Premier League club Everton on the Chinese reality television series ‘Football Dream’, where talented youngsters from the country battle to win a place at the club’s respective youth academies.

Following Sunday’s 2-1 win over arch-rival Feyenoord, Ajax sits fourth in the Eredivisie table following three games of the new season.