July 26 – Dutch club Ajax Amsterdam and Coca-Cola have signed a sponsorship and ‘pouring’ deal for three seasons.
The soft drink behemoth will promote several brands from its broad product portfolio of drinks with activations for Coca-Cola Zero Sugar, the natural mineral water Chaudfontaine, Aquarius and Fuze Tea.
“Ajax has a global image, great ambitions and a supporters that expect the best; that also applies to us. We will develop special experiences for fans,” said country director Coca-Cola European partners Jaap Wassink (pictured right).
“In addition, we will be more visible than ever before and remain available in the Johan Cruyff ArenA, in which Coca-Cola has been involved as founder since 1996.”
The deal will run through to the 2023/24 season.
“In 1928, Coca-Cola entered the Dutch market at the Games in the Olympic Stadium in Amsterdam,” commented commercial director AFC Ajax Menno Geelen. “After that, they have grown into a unique ‘love brand’. I am convinced that this was partly successful thanks to the partnerships they have had over the years with the largest organisations and brands in sport.
“I am proud of this partnership and their appreciation for our creativity and ambition. That appreciation is completely mutual. We look forward to it to shape this partnership together.”
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