The long-standing commercial partnership between Dutch soccer heavyweights Ajax and Ziggo, a telecoms heavyweight in that country, will come to an end in 2027.
Ziggo (now owned by Liberty Global) has been the Amsterdam club's primary front-of-shirt sponsor since the start of 2015, meaning the relationship will have lasted 12 and a half years by the time it ends at the conclusion of the 2026-27 season.
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Ajax will now have to find a new primary club sponsor in time for the start of the 2027-28 campaign.
Ziggo has been only the fourth front-of-shirt sponsor in the club's history – it was preceded by TDK, ABN AMRO, and Aegon.
The previous deal between the two parties was struck in mid-2024 and covers the 2025-26 and 2026-27 seasons.
That contract also gave Ziggo back-of-shirt rights, only for Ajax to then replace the telecoms firm in that capacity with employment agency Olympia in April last year.
Ajax endured a torrid on-pitch season in 2025-26, finishing fifth in the 18-team Dutch Eredivisie, 28 points behind winners – and arch-rivals – PSV Eindhoven.
Cas Biesta, the club's commercial director, has commented: "We are extremely grateful to Ziggo for their trust, support and commitment throughout all these years, both in good times and in more challenging periods. Together, we have built a strong, innovative, and highly visible partnership, continuously seeking new ways to bring our fans and Ziggo’s customers and partners closer to the club."
In terms of the other main Ajax commercial partners, Adidas has a kit supply deal in place until 2031, while the club's list of partners also includes Heineken and Acronis.
Robin Kroes, director of consumer market at Ziggo, added: "After a long and successful period, this is a natural moment, in line with our strategy, to make room for new brand and partnership initiatives that extend beyond football. We are grateful for what has been achieved and look forward to concluding the final season in a fitting and meaningful way.''
The duo are planning a range of activations for their last year together in 2026-27, including fan-centric campaigns, exclusive offers for the Ziggo Sport channel, and offers for the Priority customer rewards scheme run by Ziggo.
