After a stellar performance in the 2018-19 UCL that saw them almost make the final, Ajax suffered a slight disappointment last season as they not only went out of the UCL in the group stage, they also bowed out early from the Europa League in the Round of 32. This season, they’ll be aiming to at least successfully make it out of the UCL group stage, as they contend for a knockout spot with fellow group rivals Liverpool and Atalanta. We look at their sponsors for the season.
Ziggo – The largest cable operator in the Netherlands, Ziggo, has been the principal sponsor of Ajax since 2015, when it replaced the Dutch life insurance company Aegon. Ziggo reportedly paid Ajax US$9.5m per year (with US$2.4m in prospective bonuses) till 2019, when its partnership with Ajax was renewed till 2022 with the option to further extend it until 2024.
Adidas – The turn of the century saw German sportswear giant Adidas become Ajax’s official kit sponsor, replacing its English rival Umbro. The two parties last renewed their partnership in a six-year extension in 2019 in a deal reportedly worth around US$59.31 million.
ABM AMRO – Amsterdam-based Dutch bank ABM Amro has been an official partner of the club for over 25 years. ABM Amro has been an avid investor in the club’s future prospects. With the two parties last renewing their deal in a four-year extension last year, ABM Amro has increased the onus of its investment towards Ajax women’s side and their academy teams.
Acronis – Schaffhausen-based tech company Acronis was announced as the club’s Official Cyber Protection Partner earlier this year in July. The deal sees Acronis provide Ajax cyber protection solutions and data workflow optimisation. Acronis also receives branding rights across the club’s physical and digital assets, most prominently as the front-of-shirt sponsor for Ajax’s kids’ kits.
Cheng Shin Tire – Taiwan-based bicycle tire manufacturer Cheng Shin Tire (CST) became the club’s official partner in 2015, two after its first association with the club.
The deal grants CST branding rights across the club’s physical and digital assets, with the two parties also working on several social media campaigns. Ajax last renewed their deal with CST in a three-year extension in 2018.
Curaçao Tourist Board – The arrival of the year 2020 saw the Curaçao Tourist Board (CTB) become an official partner of the club. As per the deal, the CTB logo features on the left sleeve of Ajax’s matchday kits, with the club promoting Curaçao as a premium tourist destination. The deal between the two parties currently runs till 2023.
Budweiser – AB InBev’s flagship beer brand Budweiser signed a six-year deal with Ajax last year. The deal, reportedly worth US$14.23m over six years, grants Budweiser (known as “Bud” in the Netherlands) branding rights across the club’s physical and digital assets, as well as pouring rights at the club’s home ground, the Johan Cruyff Arena.
BBIN – Chinese company BBIN serves as Ajax’s official Chinese iGaming software partner since 2019. The deal grants BBIN branding rights across the club’s physical and digital assets.
CSU – Dutch cleaning services provider CSU returned as Ajax’s official cleaning partner in 2019 after previously being affiliated with the club from 1989 to 2018.
The deal sees CSU provide cleaning services at the club’s home ground (Johan Cruijff ArenA) and training complex (Sportcomplex De Toekomst). The deal currently runs till 2023.
Hublot – Swiss luxury watchmaker Hublot continues to serve as the club’s official timekeeper since 2011. The deal grants Hublot branding rights across the club’s physical and digital assets.
Mercedes-Benz – German automotive giant Mercedes-Benz is an official sponsor of the club since 2009. The deal sees Mercedes provide the Ajax staff with its range of vehicles and player buses for the first team’s matchday outings. Mercedes also receives branding rights across the club’s physical and digital assets.
PCI Netherlands – IT specialist PCI serves as an official sponsor of the club since 2017. The deal sees PCI provide cloud-based IT solutions to the club. It also receives branding rights across the club’s physical and digital assets. The deal between the two parties currently runs until 2022.
Replay – Italian fashion brand Replay signed a four-year deal with Ajax earlier this year. The deal sees Replay provide the club staff with bespoke formalwear dresses for club-oriented events.
TUI – TUI Nederland is one of the leading Dutch travel agencies and serves as the official travel partner of AFC Ajax. As per the deal, TUI manages Ajax’s domestic and international trips throughout the year that includes flight and hotel bookings for the team. TUI also collaborates with Ajax to conduct training clinics at its sites across the world. The deal between the two parties currently runs till 2024.
VriendenLoterij – VriendenLoterij has been an official sponsor of Ajax since 2011 and supports their charity ventures. VriendenLoterij also receives branding rights across the club’s physical and digital assets.
YIBO Sports – YIBO Sports was announced as Ajax’s official betting partner in Asia earlier this year in August.The two-year agreement grants YIBO Sports branding rights across the club’s physical and digital assets.
Enterprise Car Sharing & Rental -Part of the Missouri-headquartered Enterprise Holdings Inc., Enterprise Car Sharing & Rental has served as an official supplier to Ajax since 2013. The deal grants the car rental firm branding rights across the club’s physical and digital assets.
Gatorade – The American sports beverage company serves as an official supplier to the club. The deal, lasting until at least 2021, grants Gatorade branding rights across the club’s physical and digital assets.
Groenhof Optiek – The eyewear and eye care company serves as an official supplier to AFC Ajax, providing its products to the club staff. The deal also grants Groenhof Optiek branding rights across the club’s physical and digital assets.
Hewlett Packard Enterprise – Hewlett Packard Enterprise (HPE) serves as an official supplier to AFC Ajax in a strategic partnership deal that currently runs till 2023. The deal sees the American company provide networking and storage-based solutions to the football club. HPE also holds branding rights across the club’s physical and digital assets.
Lavazza – The Italian coffee products manufacturer serves as an official supplier to AFC Ajax. The deal sees Lavazza provide its products to the hospitality suites at the club’s home ground (Johan Cruijff ArenA) and training complex (Sportcomplex De Toekomst). Lavazza also holds branding rights across the club’s physical and digital assets.
Makita – Japanese power tools manufacturer Makita also serves as an official supplier to AFC Ajax. The deal grants Makita branding rights across the club’s physical and digital assets.
MASCOT – Danish workwear manufacturer and marketer MASCOT also serves as an official supplier to AFC Ajax. The deal grants MASCOT branding rights across the club’s physical and digital assets. Earlier this month, the two parties announced an extension of their partnership by one year.
MullerVisual – Leading Dutch graphic media company MullerVisual is an official supplier of AFC Ajax since 2014. The deal grants MullerVisual branding rights across the club’s physical and digital assets.
Nouryon – The Dutch essential chemicals producer Nouryon was announced as an official supplier to AFC Ajax in three-year deal earlier this month. The deal grants Nouryon branding rights across the club’s physical and digital assets.
Oostenrijk Group – The Diemen-based transport company returned as an official supplier of AFX Ajax in a six-and-a-half-year deal in February 2020. The two parties previously worked together back in the 1990s. The deal grants the Oostenrijk Group branding rights across the club’s physical and digital assets.
SolarToday – Solar panels manufacturer SolarToday also serves as an official supplier to AFC Ajax. The deal grants SolarToday branding rights across the club’s physical and digital assets. The company also works with the club to make their home ground (Johan Cruijff ArenA) energy efficient in order to make way for a sustainable future.
Stern – The Amsterdam-based Dutch automotive group also serves as an official supplier to AFC Ajax. The deal grants the Stern Group branding rights across the club’s physical and digital assets.
De Telegraaf – Dutch daily morning newspaper De Telegraaf serves as a media partner to AFC Ajax. De Telegraaf serves as a trusted purveyor of all news and happenings concerning the Dutch champions.
Veronica – Dutch TV and radio stations chain Veronica also serves as a media partner to AFC Ajax.
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