Dutch soccer giants Ajax have struck a major, decade-long commercial deal with Heineken, the brewing giant based in the Netherlands.
Through a tie-up beginning this July, and running through June 2035 at the earliest, Heineken – which also sponsors fellow Dutch side Feyenoord through 2029-30 – becomes the Amsterdam club’s official pouring partner for both alcoholic and non-alcoholic beer. In addition, Heineken becomes the official sustainability partner for Ajax.
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Heineken’s visibility as a major Ajax sponsor will be based around the Heineken 0.0 non-alcoholic brand, including through LED advertising hoardings at the club’s home Johan Cruyff Arena stadium.
The club have added that the two parties will also collaborate around “waste reduction and the sustainability of beer tapping and cooling.”
In terms of Heineken’s association with the city of Amsterdam, the brewing giant put its name to the city’s main concert hall – located next to the Johann Cruyff Arema – between 2001 and 2016.
Cas Biesta, Ajax’s commercial director, has said: “Heineken was born and raised in Amsterdam, just like us, with worldwide fame and popularity. In the more than 150-year history of Heineken, our 125-year history, and the 750-year existence of the city of Amsterdam, we have actually been intertwined for a long time. It is great that this has now also led to a long-term partnership. We look forward to setting up special promotions for our fans, together with Heineken.”
In terms of recent Ajax commercial activity, mid-January saw the club extend their commercial deal with Dutch investment banking firm ABN Amro until mid-2028.
That brand will remain the main sponsor of the club’s top-tier women's side.
Cable and telecoms firm Ziggo is the men's side's primary front-of-shirt sponsor, with its current agreement running until the end of 2024-25.
Ajax currently sit top of the 18-team top-tier Dutch Eredivisie, eight points ahead of bitter rivals PSV Eindhoven.
Pieter Vissers, Horeca Director at Heineken Netherlands, added: "It feels natural and also very logical; Ajax and Heineken are two icons that are deeply rooted in the capillaries of the city of Amsterdam and show that real strength is created through connection and solidarity.”
Heineken’s other sports sponsorships include deals covering pan-European soccer’s UEFA Champions League, and also motor racing’s top-tier Formula 1.
The Champions League deal, running through the 2024-27 cycle, has been valued by GlobalData Sport as worth $70 million annually.
