Dutch soccer giants AFC Ajax have announced the multi-year renewal of their partnership with global soft drinks conglomerate Coca-Cola.
Coca-Cola has served as an official partner of Ajax since 2021, and with the initial three-year contract set to expire at the end of 2023-24, a renewal has now been agreed that will see the partnership run through 2027.
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The extended agreement will see Coca-Cola soft drinks continue to be served at Ajax’s sports complexes, with the two parties collaborating for the promotion of Coca-Cola products involving both its men’s and women’s team, and offering “unique experiences” to Ajax fans.
The original partnership was centered around Coca-Cola’s brands including the soft drink Coca-Cola Zero Sugar, vitamin water Aquarius, mineral water Chaudfontaine, and fruit tea beverage Fuze Tea.
Now though, the focus has shifted away from the latter two, with isotonic drink Powerade joining Coca-Cola Zero Sugar and Aquarius as the brands promoted through the tie-up.
Coca-Cola has been a partner of the Johann Cruijff ArenA, Ajax’s home stadium, since the completion of its construction in 1996. Although Ajax do not own the stadium, the association still remains
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By GlobalDataAjax commercial director Menno Geelen stated of the renewal: “As one of the founders of the Johan Cruijff ArenA, Coca-Cola has been a regular presence since 1996. But since they are also our partner, we can offer both fans and their business relationships special Ajax- experiences and hospitality. We will continue to do this with great pleasure in the coming years."
The renewal with Coca-Cola comes off the back of another major partnership renewal for Ajax.
In January, the Dutch side extended its deal with long-time kit partner adidas through 2031.
Ajax and Adidas have been partners since 2000, meaning this extension will see the relationship move past the 30-year mark.
The Amsterdam club currently sits fifth in the 18-team Eredivisie table, having recovered somewhat from a shocking start to 2023-24.
