AFC Ajax, adidas’ partnership ventures into third decade

The deal between AFC Ajax and adidas has now been extended till 2031. 

The Dutch football club, AFC Ajax have signed a partnership extension with the German multinational sports apparel brand, adidas.

Through this extension, the German company continues to be the official sporting goods and main partner of de Joden.

The deal between AFC Ajax and adidas has now been extended till 2031. 

The collaboration will become the longest-running sporting goods partnership in the Eredivisie and among the longest-running partnerships in European football with the extension since it will have exceeded the 30-year mark. The alliance was initially kicked off in 2000.

adidas has supplied gear to the players and staff of the first team, the Ajax youth programme, and the Ajax Amateurs ever since this association began. Additionally, it was crucial to establish the Ajax Women in 2012, the Ajax Esports team, and the Only Friends impaired teams of Ajax in 2017. The latter two were carried out in collaboration with ABN AMRO.

Menno Geelen, Commercial Director of Ajax, said, “Over the years, we have not only seen growth in the number of teams being supplied by adidas but our partnership has grown in all aspects. What makes this partnership so special to me, is that adidas was always there for us. Not only when we had European success, or the two series of back-to-back national championships, but also in the less successful years. This extension is meaningful and shows further proof of the faith they have in our partnership.”

He also added, “We are amongst adidas’ most important international partners, which has given us the opportunity to develop extraordinary collections together for several years. Just a few excellent examples are the black and gold third kit from 20/21, the Marley kit in 21/22 and the classic adidas Originals collections over the last couple of years. We truly look forward to the years and kit introductions ahead of us.”

Nick Craggs, General Manager adidas Football, commented, “Ajax is a one of those partners that simply makes our football heart beat faster, with the club’s rich heritage deeply rooted in European football, the attacking playing style, its innovative approach to talent development and their stand-out marketing activations. We are honored to be part of the club’s history for nearly 25 years, excited to extend this well beyond the club’s 125-year anniversary and can’t wait to share with Ajax fans around the world what we have in store for the club, on and off the pitch.”

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