The Dutch football club, AFC Ajax have signed an extension to their ongoing partnership with the Italian coffee brand, Lavazza. The alliance with Lavazza relies on the collaboration with the catering supplier, VHC Jongens, who has been linked with Ajax since 2009.
The professional football club based in Amsterdam plays in Eredivisie, the highest level of professional football in the Netherlands.
Lavazza has been Ajax’s official supplier since 2017 and is currently the club’s official sponsor until 2027. The coffee from the 127-year-old family business Lavazza is provided at De Toekomst sports park, as well as for guests and employees in the Johan Cruyff Arena.
Lavazza is an Italian coffee company, which was founded in Turin in 1895 by Luigi Lavazza and was initially conducted from a tiny food store on Via San Tommaso 10. The third and fourth generations of the Lavazza family currently run the company.
Menno Geelen, Commercial Director of Ajax said, “It is great to see that our collaboration has been extended and continues to grow. We will also see Lavazza more often from next season, including on our backdrop and in content. Moreover, we are very happy that we can continue to drink and serve Lavazza’s excellent coffee.”
Maayk de Poorter, General Manager of Lavazza Netherlands said, “Over the past five years, together with VHC Jongens, we have enjoyed bringing the culture of authentic Italian coffee to the attention at and through Ajax. Ajax has now grown enormously in Europe. We have grown and our Lavazza portfolio fits seamlessly with clubs such as Juventus and Liverpool, so we have extended and intensified our partnership with great pride and confidence.”