Ajax, the giants from Dutch men’s soccer’s top-tier Eredivisie, have extended their commercial tie-up with German sportswear giant adidas until 2031.
Ajax and Adidas have been partners since 2000, meaning this extension will see the relationship move past the 30-year mark.
The last deal between the two parties was unveiled in July 2018 and runs until the end of 2024-25, meaning this new deal is likely to be a six-season extension.
The club has said the overall tie-up now represents the “longest-running sporting goods partnership in the Eredivisie.”
Nick Craggs, general manager for Adidas Football, has said: “We are honored to be part of the club’s [Ajax’s] history for nearly 25 years, excited to extend this well beyond the club’s 125-year anniversary, and can’t wait to share with Ajax fans around the world what we have in store for the club, on and off the pitch.”
Earlier this month, Adidas was announced as the new match ball supplier for soccer’s Saudi Pro League and will replace rival NIKE in that role in February (mid-season).
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below formBy GlobalData
Adidas already signed a four-year kit deal with the Saudi Arabian Football Federation in 2022.
Recent reports have also suggested that Adidas will take over as the kit supplier of English Premier League soccer club Aston Villa from 2024-25, replacing Castore in the process.
Menno Geelen, Ajax’s commercial director, added: "Over the years, we have not only seen growth in the number of teams being supplied by Adidas but our partnership has grown in all aspects. What makes this partnership so special to me, is that Adidas was always there for us.
Ajax currently sit fifth in the 18-team Eredivisie, after a disastrous on-field start to the 2023-24 season has been slightly rectified in recent months.
In terms of the kit supply deals in place at other leading Eredivisie clubs, PSV Eindhoven have a deal in place with Puma, with champions Feyenoord having tied up with Castore before the start of this season.