Ajax Announce New Beer Brand Sponsor Replacing Amstel

Dutch champions Ajax 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.

Ajax commercial director Henri van der Aat, anesthetist said: “We are very pleased that a great brand like Jupiler, cough which is part of the largest brewer in the world, here chose to invest in a partnership with Ajax. 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.