Ajax ends ties with Amstel to toast new deal with Jupiler
09 Jul 2012
Eredivisie champion Ajax Amsterdam has agreed a new three-year sponsorship deal with beer brand Jupiler after its contract with rival Amstel expired.
The agreement sees Ajax swap a partnership with a Dutch company headquartered in its home city for one that is based in neighbouring Belgium. The club said the contract with Jupiler includes a clause that allows for an additional two-year extension. “We are very pleased that a great brand like Jupiler, which is part of the largest brewer in the world, chose to invest in a partnership with Ajax,” said the club’s commercial director Henri van der Aat. “We look back with satisfaction on the long cooperation with Amstel, but the contract expired and we are therefore going to change. We got into conversation with Jupiler and in the current time when sponsorship is under pressure, it’s nice that we have close cooperation.”
Manisha Thakker, country director for AB InBev Netherlands, added: “Jupiler and Ajax very quickly found a spontaneous link between football and beer, between Ajax and Jupiler, but also between the different teams. This is a foretaste of the great cooperation that we have planned together.”
Ajax collected its 31st Eredivisie title in 2011-12 by finishing six points clear of nearest rival Feyenoord.