Multi-million euro deal Ajax-Heineken

12 March 2025

Ajax and Heineken have entered into a partnership agreement effective July 1, 2025, until at least June 2035. It would earn the club around 12 million euros over those ten years. The club's existing sponsorship in the beer category with Budweiser will soon stops.

Heineken will become the official pouring partner for both alcoholic and non-alcoholic beer in the Johan Cruijff Arena. Heineken will also become the official sustainability partner of Ajax. Heineken and Ajax activations are aimed at increasing the fan experience and sustainability.

Heineken’s visibility as a major Ajax sponsor will be based around the Heineken 0.0 non-alcoholic alternative, including through LED advertising hoardings at the Johan Cruyff Arena stadium.

Source: ajax.nl.

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