Ziggo rolls over Ajax shirt sponsorship deal

January 12 – Dutch cable operator Ziggo has added another year to its shirt sponsorship of Ajax with an option to extend until 2025.

Ziggo first sponsored Ajax in 2015 in a deal that is understood to be worth €8 million a season plus €2 million a year in bonuses. In June 2019 Ziggo extended its sponsorship to the end of the 2022 season with an option to extend to 2024. However, the sponsorship was interrupted with the Dutch cancelling their 2019/20 league season in march due to the coronavirus pandemic.

The latest extension was said by the club to be on the same terms as previous deals and was described by Ajax commercial director Menno Geelen as “confirmation of their loyalty”.

Under the new agreement Ajax content will also be available on Ziggo Sport. Ziggo is jointly owned by Vodafone and Liberty media. Vodafone customers will have access to Ajax content via the Ziggo Sport channel. Ziggo will also sponsor Ajax’s esports team.

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.”

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