The Dutch Eredivisie giants, AFC Ajax and the beverage giant, Coca-Cola, have announced a multi-year extension to their existing partnership, keeping them tied together until 2027.
The original agreement, signed in 2021, secured a three-year collaboration, and this renewal signifies a continued commitment from both parties.
Under the renewed deal, Coca-Cola will remain a prominent partner, promoting its various brands through De Godenzonen’s prestigious men’s and women’s teams.
Beyond brand promotion, the partnership extends to ensuring Coca-Cola products remain readily available for purchase at the Johan Cruyff Arena.
The agreement also emphasizes fan engagement. Ajax and Coca-Cola plan to collaborate on creating “unique experiences” for the club’s dedicated fanbase.
Ajax, Commercial Director, Menno Geelen, stated, “As one of the founders of the Johan Cruijff ArenA, Coca-Cola has been a regular presence since 1996. But since they are also our partner, we can offer both fans and their business relationships special Ajax- experiences and hospitality. We will continue to do this with great pleasure in the coming years.”
Notably, Coca-Cola’s association with Ajax goes a long way beyond this partnership. The beverage giant has been a proud partner of the Johan Cruyff Arena, Ajax’s home stadium, since its completion in 1996. This deep-rooted connection further strengthens Coca-Cola’s presence within the Ajax community.
Coca-Cola, or Coke as it’s nicknamed, is a world-famous fizzy drink. Invented in 1886 by a pharmacist in Atlanta, it started as a syrup sold at soda fountains. Today, it’s the best-selling soda globally, enjoyed in over 200 countries. Recently, Coca-Cola forged a partnership with Cricket Canada to sponsor Canada’s National Team for the ICC Men’s Cricket World Cup 2027 qualifiers and the upcoming ICC Men’s T20 World Cup 2024.
AFC Ajax and adidas have inked a new deal that extends their long-standing partnership until 2031, solidifying their relationship for well over 30 years.
On the field, Ajax will face Sparta Rotterdam in an away match on March 17 at 9:30 PM IST. Currently sitting fifth in the league table, Ajax need a strong performance to secure their place in European competitions next season.