Eredivisie side Ajax has confirmed a new partnership with iGaming software supplier, BBIN, which will see the iGaming software supplier become the “Official Chinese iGaming Software Partner” of the Dutch champions. 

The agreement marks BBIN’s expansion into the Bundesliga, and forms part of its strategy to grow cooperation with global partners. Through the collaboration, BBIN will benefit from enhanced brand exposure through the Ajax team. 

BBIN has dedicated much of its time towards charitable causes in recent years, having used its TGB Charity to launch an online event dedicated towards music promotion. Earlier this year, BBIN also called upon the world to support “For The Next,” a green tree-planting event in order to promote environmental causes.

The new partnership with Ajax, however, is hoped to significantly strengthen the Chinese supplier’s brand recognition across the world. It follows Ajax’s immensely successful campaign last time out, which saw the side reach the Champions League semi-final and claim a domestic double with a first league title since 2014. 

The club’s prospects for this season have already been boosted by qualification for the season’s Champions League, after navigating through tricky ties against both Paok and Apoel Nicosia

BBIN has also continued to make further strides into the esports world after partnering with Hong Kong-based Nova Esports earlier this month.

Building upon a partnership entered with Taiwanese esports organisation MAD Team last month, specifically providing support to its Arena of Valor team, the new strategic alliance comes as the firm aims to develop a “competitive edge in becoming a global giant in the e-world”.