Ajax land €12m Budweiser deal

25 July 2019 | Commercial & Sponsorship
Ajax land €12m Budweiser deal
Dutch soccer champions Ajax have announced a new long-term partnership with beer giant Budweiser until June 2025.

The financial terms of the agreement have not been made public, but Dutch newspaper De Telegraaf says the deal will see the Anheuser Busch InBev (AB InBev) brand, which trades under the name Bud in the Netherlands, pay the Eredivisie club more than €12 million (US$14.9 million).

The tie-up covers both Ajax’s men’s and women’s teams, adding to Budweiser’s extensive soccer portfolio, which includes a longstanding partnership with the FIFA World Cup.

“During the discussions with AB InBev, we soon came to the conclusion that Ajax and Bud have many similar values,” said Ajax Commercial Director Menno Geelen. “The fact that a renowned brand such as Bud is committed to us for a long time offers many new opportunities.

“After we have already extended the collaboration with Adidas and Ziggo for a long time, this improved contract is also a confirmation that we believe in sustainable partnerships.”

Confirmation of the deal comes a day after Budweiser announced new global partnerships with English soccer’s Premier League and LaLiga in Spain. An official release added that the beer company’s deal with Ajax was part of its strategy to ‘conquer’ the European market.

“Ajax is known worldwide for talent and creativity,” said Nicolas Bartholomeeusen, Managing Director of AB InBev Netherlands. “It is about realising your dreams, which is close to Bud's brand values. The choice of Budweiser in the US to support, for example, women's [soccer] on both international and club level, we show that we go for values outside the field, we go to clubs and leagues with that ambition.”

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