[3] After earning his master's degree in business economics from Vrije Universiteit Amsterdam, Kroes set up his own telemarketing company in 1994.
[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.
One of Kroes' main areas of focus was to further exploit AZ's football expertise at home and abroad.
[10] 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.