Coca-Cola teams up with AFC Ajax as official partner

The Dutch club is one of the most fan associated clubs in Europe and takes immense pride in providing a rich experience to its fans.

Eredivisie Champions and the most decorated club in the Netherlands, AFC Ajax has teamed up with American multinational beverage company Coca-Cola in a sponsorship deal for the next three years. The deal will see Coca-Cola serve as the club’s official partner in the upcoming season and onwards.

The Dutch club is one of the most fan associated clubs in Europe and takes immense pride in providing a rich experience to its fans. The club is based on the footballing principles and fundamentals of the great Johan Cruyff, and the originator of ‘Totaal Voetbal’ or ‘Total Football’, Rinus Michels. Therefore, with this particular deal in mind, Ajax aims to put more emphasis on bringing the fans together by providing them with great interactive opportunities.

On agreeing with terms with Ajax, Coca-Cola ultimately joins the existing list of the club’s official sponsors. Two years ago, Ajax landed a similar €12 million deal with Budweiser, an American alcoholic beverage company. In addition, the club is also sponsored by ABN AMRO, the Curacao Tourist Board and global technology company Acronis, with whom Ajax signed a multi-year agreement last summer. 

Commercial Director at AFC Ajax, Menno Geelen expressed his gratitude towards this deal and gave us a few insights on it. He added: “I am proud of this partnership and their appreciation for our creativity and ambition. That appreciation is completely mutual. We are very much looking forward to shaping this partnership together. In 1928, Coca-Cola entered the Dutch market at the Olympic Games in the Olympic Stadium in Amsterdam. They have since grown into a unique ‘love brand’. I am convinced that this was partly due to the partnerships they have had over the years with the largest organisations and brands in sports.”  

In addition, the club’s main sponsors include German sportswear brand Adidas, which also has tie-ups with several other European club giants. The club’s jersey sponsorship has been handed to Ziggo, the largest cable operator in the country. Earlier in the year, both parties also agreed on renewal until 2023, a year after their previous agreement’s expiry. It includes an option to renew for a further two years i.e., until 2025. Ziggo became the club’s jersey sponsor way back in 2015.

The Country Director at Coca-Cola European Partners, Jaap Wassink also explained his thoughts on this deal and said, “Ajax has a global image, great ambitions and supporters that expect the best; these all apply to us as well. We will develop special experiences for fans. In addition, we will be more visible than ever and remain available in the Johan Cruyff Arena, where Coca-Cola has been involved as a founder since 1996.”

As part of the deal, Coca-Cola will present several brands from its broad product portfolio of drinks with great activations for Coca-Cola Zero Sugar, the natural mineral water Chaudfontaine, Aquarius and Fuze Tea.

Mr Wassink further added, “From now on, various Coca-Cola soft drinks will also be served at sports complex de Toekomst. In recent years, we have put a lot of effort into offering choice in both taste and sugar-free.”

With our wide range of responsible choices, we can respond well to the needs of the sports world. We look forward to making the most of this partnership and of our activations for the fans.”

The defending champions are all set to kick off their Eredivisie campaign next month and are gunning to add to their ever so expansive trophy cabinet, whilst playing some beautiful football. It is the Ajax way and always has been.  

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