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Ajax add another year to Ziggo shirt sponsorship at same rate

Dutch cable operator commits to Eredivisie champions until June 2023.

11 January 2021 Sam Carp

Getty Images

  • Ajax say ‘no adjustments’ made to deal, which is reportedly worth more than €8m a year
  • Agreement includes option to extend partnership until 2025
  • Club’s commercial director describes Ziggo extension as “confirmation of their loyalty”

Dutch soccer giants Ajax have added another year to their shirt sponsorship deal with domestic cable operator Ziggo

The pair’s contract had been due to expire in June 2022, but the new agreement ensures that the VodafoneZiggo subsidiary will continue as the Eredivisie club’s shirt sponsor until June 2023, with an option to extend until 2025.

Ajax said ‘no adjustments’ have been made to the agreement, which also designates Ziggo as the main sponsor of the club’s esports division.

In addition, the deal will see exclusive Ajax content offered on Ziggo Sport, giving both Ziggo and Vodafone customers unique access to the club.

Ziggo first became Ajax’s shirt sponsor in 2015 in a deal worth a reported €8 million (US$9.6 million) a year plus bonuses. When the deal was extended for three years ahead of the 2019/20 season, it was reported that the company had agreed to increase its annual basic fee.

Menno Geelen, Ajax’s commercial director, described Ziggo’s decision to extend the deal “during such a difficult period” as “admirable” and  “confirmation of their loyalty”. 

Marcel de Groot, consumer market director at VodafoneZiggo, added: “Ajax stands for the best experience in sports and entertainment, just like we do. We want to provide our fans and our customers with even more access to Ajax. With this extension through the summer of 2023, once Covid-19 will be behind us, we can do just that.”

Ajax remain top of the Eredivisie following their 2-2 draw at home to title rivals PSV Eindhoven on Sunday. They travel to play FC Twente in their next fixture on 14th January.

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