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It may lack the cachet of other leagues but the Eredivisie has given world football many of its legends, and FOX International Channels (FIC) is aiming to tap into this with the launch of FOX Sports in the Netherlands.

FIC has also announced that it will rebrand its existing Eredivisie Live channel to FOX Sports Eredivisie kicking off on 2 August with a match between Ajax Amsterdam and Roda JC Kerkrade.

FOX Sports is intended to be the Dutch destination for top international football including the Barclays Premier League, Serie A, the FA Cup, the League Cup, Coppa Italia, DFB Pokal and the UEFA Europa League. The new FOX Sports Eredivisie will comprise a three-channel multiplex offering live Dutch matches from the Eredivisie and Jupiler League, cup football from the KNVB and Dutch teams in the UEFA Europa League.

This latest move continues is another part of FOX’s strategy to increase its international reach which will have more than quadrupled from 17 million households in 2010 to nearly 70 million projected once the Italian and Dutch launches complete. Commenting on the Eredivisie development, Hernan Lopez, president and CEO of FIC said: “We’re very excited to bring FOX Sports to The Netherlands, a country full of passionate fans and rich in sporting tradition.  I’m confident the FOX Sports Eredivisie and FOX Sports networks will become favoured sports destinations for the soccer-loving Dutch.”

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