He will start his new role at the Eredivisie club on 1 December, while also forming the statutory board of AZ Holding BV, their ownership group, with CEO Robert Eenhoorn and Director of Football Affairs Max Huiberts.
A key part of Kroes' remit will be to grow AZ's international footprint, knowledge-sharing and showcasing the club's recruitment and player development philosophy on a global scale.
“For me, AZ is a benchmark of football clubs in the Netherlands,” Kroes said. “The clear organisational structure, the quality of the people in it, and their philosophy of financial sustainability combined with the sporting performance may serve as an example for every club.”
Kroes has been an Agency founder and a club owner in his football career, and gave his exclusive insights into a career spanning more than two decades at a TransferRoom Virtual Summit.
He co-founded SEG, now a leading agency, in 2000 and spent 18 years there before becoming owner of another Dutch club, Go Ahead Eagles, in 2019. He oversaw promotion to the top league in 2021 and left the following year after they secured safety.
AZ CEO Eenhorn added: “Our own approach that we have chosen as a club will receive a further quality boost with the arrival of Alex. We are convinced that he will help the club to continue to grow in many ways with his knowledge, expertise, and network."
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