CST’s recently announced sponsorship deal with Ajax will provide the team with a new platform to increase its popularity in Asia and around the world, according to the team’s marketing director, Edwin van der Sar.
“CST is one of the biggest tire manufacturers in Asia,” van der Sar noted in a column published this month. “It means that Ajax is known all over the world. CST wants to create brand awareness and build their image. On the other hand, we want to enlarge our popularity in China. We [have] already [gotten] many requests to share our football knowledge and how we can produce so many good footballers in such a little country.” The team’s visibility can grow exponentially in a country as a large as China, he added.
Ajax’ brand profile can’t help but grow with triumphs such as the recent 2-1 win over arch-rival team Feyenoord, in a match held August 18 at the Amsterdam ArenA. The victory was Ajax’ second out of the season’s three matches to date.
The three-year sponsorship deal between CST and Ajax was announced in July. CST officials believe that support of Ajax, the Netherlands’ largest and most successful team, will help to spread awareness of the CST brand in Europe.