February 9 – Ajax has added a new commercial partner to its roster after confirming a multi-year agreement with TinQEnergie, who will be the club’s Official Energy Partner until at least 2028.
The partnership fits a familiar commercial pattern associated with Ajax: aligning with a growth-stage Dutch brand seeking national visibility, while embedding the relationship within the club’s fan and business ecosystem.
The agreement is structured around supporting the rollout and scaling of the TinQE brand in the Dutch market. While financial terms have not been disclosed, the deal places Ajax at the centre of TinQE’s awareness strategy, leveraging the club’s domestic reach and international profile.
A key element of the partnership is its direct fan-facing component. Ajax supporters will receive exclusive discounts across TinQE’s products and services.
Cas Biesta, Ajax’s commercial director, said the partnership reflects TinQE’s ambitions at a transitional stage of its growth.
“We welcome TinQE to our partnership family. It is an ambitious company in transition, which is why they consciously choose to focus this partnership on building awareness of the TinQE label,” he said.
For Enviem, the TinQEnergie’s holding company that also own Gulf ad BP filling station brands, the club’s platform is seen as a catalyst for reaching consumers at scale difficult to find elsewhere in the Netherlands.
Chief executive Erik Aaftink pointed to the alignment between the two organisations. “The partnership with Ajax will ensure that everyone becomes familiar with the energy offering we provide. From the first conversation, we felt a strong sense of alignment and positive momentum,” he said.
Contact the writer of this story, Harry Ewing, at [email protected]