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Ajax’s Champions League run boosts visibility, but growth is underpinned by creative commercial team

Ajax's chief commercial officer, Menno Geelen, alongside the club's chief executive and former goalkeeper Edwin van der Sar, in Times Square, New York

Ajax's global popularity outstrips all of its domestic rivals, allowing the club to position itself as a brand platform for the Netherlands and beyond. Its chief commercial officer, Menno Geelen, tells Adam Nelson about the effects of Ajax's surprising run to the Champions League semi-finals, and how a creative commercial department has helped the club compete at the highest level.

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