Amsterdam heavyweights Ajax and Heineken in decade-long tie-up

Ajax settle in for 10-years of Heineken pouring - Inside World Football

March 12 – Dutch giants in football and beer have struck a deal that will see the Heineken brand become the official pouring partner of AFC Ajax, the four-times European Cup winner for the next 10 years. Heineken, brewed and poured in Amsterdam, will become the exclusive beer supplier for both alcoholic and non-alcoholic beverages at Ajax matches. As well, as pouring pints, the brewer will take on the role as Ajax’s official sustainability partn…

Amsterdam heavyweights Ajax and Heineken in decade-long tie-up

Dutch soccer giants Ajax have struck a major, decade-long commercial deal with Heineken, the brewing giant based in the Netherlands.

Ajax and Heineken have entered into a partnership agreement effective July 1, 2025, until at least June 2035.

Ajax and Heineken will enter into a partnership agreement effective July 1, 2025. This can be read on Ajax.nl. The collaboration will last for at least ten years, until at least June 2035. As of next season, the Amsterdam brewery will be the Official Partner of Ajax. The Amsterdam club has announced that...