Dutch soccer champions Ajax have inked a deal with media and technology company Azerion to become the official mobile gaming partner of their esports division.
The three-season agreement will see the two parties develop a mobile gaming strategy to engage fans and drive further international growth.
Ajax Esports will also help Azerion by creating visibility for its products and services, with branding on advertising boards during first team Ajax games, with the company also purchasing a hospitality package at the Johan Cruyff Arena.
In return, Azerion will provide advertising and expertise to help with the Ajax Gaming Academy app, which the club says is due to launch soon.
It is the latest commercial deal for Ajax Esports, with Azerion joining a list of partners that includes the likes of Subway, PayPal, Adidas, cable operator Ziggo and energy drink brand Iconix
Menno Geelen, commercial director of Ajax said: “Azerion and Ajax Esports have the same ambition: taking over the world with their propositions. This mutual ambition makes for a strong match between the two brands. Their insights have already helped us significantly. We look forward to going on this adventure together.”
Atilla Aytekin, co-chief executive of Azerion, added: “Ajax Esports and Azerion are natural partners because we share the same values. We want to inspire fans, players and staff by exhibiting ambition and courage.”