AFC Ajax has designated Coca-Cola European Partners as an official partner to the Eredivisie champions for the next three years.
The partnership will have a strong focus on ‘bringing fans together’ via unique experiences for supporters of the Dutch giants.
As part of the deal, Coca-Cola will present several brands from its broad product portfolio of drinks with great activations for Coca-Cola Zero Sugar, the natural mineral water Chaudfontaine, Aquarius and Fuze Tea.
Menno Geelen, Commercial Director at AFC Ajax, explained: “In 1928, Coca-Cola entered the Dutch market at the Olympic Games in the Olympic Stadium in Amsterdam. They have since grown into a unique ‘love brand’. I am convinced that this was partly due to the partnerships they have had over the years with the largest organisations and brands in sports.
“I am proud of this partnership and their appreciation for our creativity and ambition. That appreciation is completely mutual. We are very much looking forward to shaping this partnership together.”
Coca-Cola joins ABN AMRO, Acronis, the Curaçao Tourist Board and Bud in Ajax’s official partner category, whilst Ziggo – which extended its sponsorship agreement with the club earlier in the year – and Adidas serve as main partners.
“Ajax has a global image, great ambitions and supporters that expect the best; these all apply to us as well,” added Jaap Wassink, Country Director at Coca-Cola European Partners. “We will develop special experiences for fans. In addition, we will be more visible than ever and remain available in the Johan Cruijff ArenA, where Coca-Cola has been involved as a founder since 1996.”
“From now on, various Coca-Cola soft drinks will also be served at sports complex de Toekomst. In recent years, we have put a lot of effort into offering choice in both taste and sugar-free. With our wide range of responsible choices, we can respond well to the needs of the sports world. We look forward to making the most of this partnership and of our activations for the fans.”