Diederik Karsten (Executive Vice President of Liberty Global’s European Operations and potential chairman of the new Ziggo board of directors) and Baptiest Coopmans (potential CEO Ziggo following take-over by Liberty Global) were proud Ziggo faces on Friday in the Amsterdam ArenA. Karsten and Coopmans, with Ajax’s General Manager Michael Kinsbergen and Marketing Director Edwin van der Sar, attended the press presentation.
Ziggo is Ajax’s new main sponsor per January 1, 2015. The Ziggo brand name will adorn all of Ajax 1 and Ajax Reserves official match and training kits as of that date. Ajax and Ziggo seemed to be very well suited to each other in the press room of the ArenA. “We have the opportunity to work with a compelling club like Ajax and to work together wholeheartedly”, said Coopmans. “Ziggo is very enthusiastic and proud. It’s a unique opportunity. Ziggo and Ajax form a unique combination.”
The unifying character of football in general and Ajax in particular were the factors that made Ziggo choose Ajax. “The power of connection of football in society cannot be denied”, emphasized Coopmans. “Many Dutch people follow football and have a special connection with Ajax. That’s why we want to be a key part of this sport. And that’s also the reason we signed this sponsorship contract.”
The fact that concert temple ZiggoDome – a stone’s throw away from the Amsterdam ArenA – has its roots in similar motivations. Music and football are, for many, comparable. Coopmans: “A good concert and an exciting football match are both about experiencing it together. Football is emotion and experience.” The similarities are between the most successful Dutch football club and the largest Dutch cable company (Ziggo and UPC are on the eve of a take-over by Liberty Global) are easy to see. “Ajax is an example of perfect execution. Dedication. Professionality and a drive to reach the top”, continues Coopmans. These considerations are also relevant at Ziggo. “It’s about offering experiences until the smallest detail. Ziggo wants to present itself as a national player through this contract.”
Ziggo is in a critical time. Parent company Liberty Global is on the point of merging Ziggo and UPC. This will make them the largest cable company in the Netherlands. “I’m convinced that this will be a fantastic period of time”, said Karsten.