As the 2024-25 Dutch Eredivisie men's soccer season continues, a pair of its most prominent teams have bolstered their partnership portfolio for the upcoming campaigns with a pair of new deals, while another has ended a long-standing sponsorship tie-up, opening up more inventory for the future.
Perhaps most prominently, two-time Champions AZ Alkmaar have secured a new primary partner for the 2025-26 campaign onwards, with software company AFAS returning as the main sponsor once again on a five-season deal in an expansion to the pair’s existing partnership.
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AFAS Software had previously been the team’s front-of-shirt sponsor in a 12-year stint between 2010 and 2022, before being replaced by online casino brand Kansino ahead of the 2022-23 campaign, and will once again do so through the end of the 2029-30 season.
In the interim, AFAS has remained connected to AZ Alkmaar, continuing to serve as the title sponsor of both the club’s home stadium, and its training complex.
AZ Alkmaar has worked to expand and solidify its partnership portfolio across the current 2024-25 season, extending its kit supply deal with Nike through 2030, and adding Dutch beer brand Amstel, and local advertising company Rodi media to its portfolio for the coming years.
Reigning and 25-times Eredivisie champions PSV Eindhoven, one of the three giants of Dutch soccer, have also been busy, extending their official supplier partnership with Dutch coach company Kupers Touringcars.
Kupers Touringcars will remain the official coach transportation provider for all of PSV Eindhoven’s men’s, women’s, and youth category teams through the 2029-2030 campaign through this renewed deal, which will also see the firm provide a new team bus to PSV Eindhoven in 2026.
Additionally, this deal also includes the PSV Eindhoven supporters association for the same length of time, with Kupers Touringcars committing to providing bus travel for supporters association members for away games through 2030 as well.
FC Twente, meanwhile, currently sitting sixth in the Eredivisie table, have elected to end their long-standing partnership with apparel supplier Roetgerink Mode en Schoenen after 15 years.
The dissolution of the partnership after the 2024-25 campaign was mutual, according to the club, and now allows Twente to seek a new partner in the category.
Roetgerink Mode en Schoenen started as the fashion supplier and main partner of FC Twente’s women’s team, even becoming shirt sponsor of the side, before expanding its supplier coverage to all levels of the club’s operations, including playing team and staff.
Despite this, the club has still managed to maintain strong relations with its other major partners. In January 2025 the club announced that beer brand and long-term partner Grolsch, the title sponsor of its stadium, was recommitting for another decade in the role, securing the title sponsorship through the 2033-34 campaign.
