Ajax fans who want to watch the club’s crucial Conference League play-off match against Swiss club Sion will have to pay €4.99 after the broadcasting rights were acquired by Talpa.
The match, which kicks off at 8.15pm on Thursday, is being shown on Talpa’s pay-per-view channel KIJK, angering many Dutch fans.
The decision also went down badly with Ziggo, Ajax’s main sponsor and one of the Netherlands’ biggest commercial sports broadcasters.
Ziggo has the exclusive rights to show matches in UEFA’s main competitions, but qualifying rounds are not covered by that deal.
The company posted a message on social media site X, formerly Twitter, explaining that Sion as the home club was entitled to sell the broadcasting rights to the highest bidder.
Mededeling voor FC Sion – Ajax#ZiggoSport #Ajax #UECL pic.twitter.com/jQBKOncc3P
— Ziggo Sport Voetbal (@ZS_Voetbal) August 17, 2026
The return leg in Amsterdam next Thursday, August 27, will be screen on Ziggo’s free subscription channel.
On Wednesday, NEC Nijmegen will be hoping to take a step towards the Champions League group stages as they host Norwegian side Bodø/Glimt in the first leg of their play-off tie. The match is being shown on Ziggo Sport, with the return leg in Norway next Tuesday, August 25.
