The Dutch football giants, AFC Ajax, have strengthened their commercial portfolio by announcing two major partnership agreements extending through 2029, securing a new alliance with global energy drink brand Red Bull while renewing their long-term relationship with Dutch technology company Team Rockstars IT.
Beginning with the 2026-27 season, Red Bull will join Ajax as the club’s official energy drink partner under a multi-year agreement. The partnership will see Red Bull products available across the Johan Cruijff ArenA on matchdays while introducing a range of fan engagement initiatives, experiential activations and collaborative marketing campaigns designed to deepen supporter interaction.
The agreement further expands Red Bull’s extensive football portfolio, which already spans club ownership, sponsorship and athlete partnerships worldwide, while providing Ajax with another globally recognised commercial partner as the club continues to diversify its sponsorship ecosystem.
Commenting on the agreement, Cas Biesta, Ajax CCO, said, ”By partnering with Red Bull, we are bringing a globally recognised brand together with Ajax. Red Bull has built a unique position through its long-standing presence across a wide range of sports worldwide. We look forward to developing this partnership further together over the coming years.”
In a parallel announcement, the Lancers have also confirmed the extension of their partnership with Team Rockstars IT until 2029. The Dutch technology firm will continue as the club’s official sleeve partner, with its branding remaining on Ajax’s first-team shirts across domestic and European competitions.
Beyond traditional sponsorship rights, the renewed agreement reflects Ajax’s growing emphasis on innovation and digital transformation. The two organisations will continue collaborating on initiatives such as the Ajax Hackathon, bringing together developers, AI specialists, data scientists and football experts to create technology-driven solutions for elite football, as well as Rockstars Valley, the technology conference hosted at the Johan Cruijff ArenA.
Cas Biesta, Ajax CCO, added, “Team Rockstars IT has quickly established itself as a committed and ambitious partner that is a perfect fit for our club. Their focus on talent development, innovation and creating an environment in which people can excel aligns seamlessly with our vision. This extension confirms the mutual trust between us and gives us the opportunity to continue building together towards our sporting and social ambitions.”
Together, the two agreements highlight Ajax’s broader commercial strategy of securing long-term partnerships that extend beyond traditional sponsorship inventory. By combining global brand alliances with technology-led collaboration and fan engagement, de Godenzonen continue to strengthen their commercial foundations while positioning themselves for sustained growth both on and off the pitch.
