Football Sponsorship sportsbiz

Ajax upgrades Lavazza to official sponsor until 2027

By Community | July 15, 2022

The Italian coffee brand Lavazza and Ajax have extended and intensified the existing collaboration. Lavazza has been Ajax’s Official Supplier since 2017 and is now Official Sponsor until 2027.

The coffee of the 127-year-old family business Lavazza is served at sports park De Toekomst as well as for relations and employees in the Johan Cruijff ArenA and at events.


The collaboration with catering supplier VHC Jongens, who has been associated with Ajax since 2009 , remains an essential part of the partnership with Lavazza.

Menno Geelen, commercial director of Ajax: “It is great to see that our collaboration has been extended and continues to grow. We will also see Lavazza more often from next season, including on our backdrop and in content. Moreover, we are very happy that we can continue to drink and serve Lavazza’s excellent coffee.”

Maayk de Poorter, general manager of Lavazza Nederland / Bluespresso BV: “Over the past five years, together with VHC Jongens, we have enjoyed bringing the culture of authentic Italian coffee to the attention at and through Ajax. Ajax has now grown enormously in Europe. We have grown and our Lavazza portfolio fits seamlessly with clubs such as Juventus and Liverpool, so we have extended and intensified our partnership with great pride and confidence.”

Football Sponsorship sportsbiz