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Alex Kroes
Alex Kroes
Born	September 23, 1974 (age 50); Utrecht, Netherlands
Occupation	Titular Technical Director of AFC Ajax
Years active	2024–present

Alex Kroes (born September 23, 1974) is a Dutch soccer executive and entrepreneur. He is currently the titular Technical Director of AFC Ajax.

He was previously a director of AZ Alkmaar, a majority shareholder and director of Go Ahead Eagles and a co-founder of the Sports Entertainment Group agency.^[1]

Biography

Kroes grew up in Weesp,^[2] playing as a youth player in all Ajax youth teams and playing in several national youth teams, but ultimately did not break through to the first team.^[3]

After earning his master's degree in business economics from Vrije Universiteit Amsterdam, Kroes set up his own telemarketing company in 1994. In 2000, Kroes entered the player agent business with the agency Sports Entertainment Group (SEG), which grew into the largest football agency firm in the Netherlands and was among the top in the world with clients such as Robin van Persie and Memphis Depay.^[4]

Go Ahead Eagles

After Kroes sold SEG to a Dutch investment company in early 2018, he became a majority shareholder and co-director of Go Ahead Eagles in early 2019.^[5] In May 2021, Go Ahead promoted to the Eredivisie in the final round of play.^[6]

In November 2021, the KNVB announced that Go Ahead Eagles was the financially healthiest club in the Netherlands. Within the Financial Rating System of the football association, Go Ahead scored the most points.^[7] On May 16, 2022, it was announced that Kroes intended to sell his share package to Kees Vierhouten - a shareholder since 2021 - and leave as owner of Go Ahead Eagles as of July 1, 2022.^[8]

AZ

On December 1, 2022, Kroes joined AZ as director of International Football Strategy. There, together with Robert Eenhoorn (general manager) and Max Huiberts (director of football affairs), he formed the board and ran the strategy and day-to-day management of the Alkmaar-based club. One of Kroes' main areas of focus was to further exploit AZ's football expertise at home and abroad.^[9] His contract with AZ expired September 1, 2023.^[10]

Ajax

On August 2, 2023, Ajax announced its intention to appoint Kroes as the club's CEO and chairman of the board, succeeding Edwin van der Sar.^[11] Due to a competition clause in his contract with AZ, agreement had to be reached between Kroes and the Alkmaar club. It was agreed that Kroes could begin his duties at Ajax as of March 15, 2024.

On April 2, 2024, Kroes was suspended from Ajax for purchasing over 17,000 shares of Ajax stock just a week before he was announced as the club’s next CEO.^[12]

On April 25. 2024, Kroes reached an agreement with Ajax to step down as CEO and to continue as titular Technical Director.^[13]